Multiply your Print Advertising Results, Quickly and Easily, without Spending Another Dime! Part 9
Part 9: The Anatomy of an Ad: Body Copy, Part 5
Strategy #2: Problem-Agitate-Solve, Part 2
Last month, I presented the “Problem” statement, and I began “Agitating” readers.
Agitate, continued:
You have a HUGE advantage in the marketplace because your “solution” solves a problem that people WANT TO SOLVE! Your “product” literally changes people’s lives and makes them better, more focused and confident. What could be “easier” to “sell?”
I believe that it is, in fact, your obligation to help as many people as possible and to serve your community in a deep, meaningful way that creates a better world. You have SO much to contribute to the universe, so it’s your duty to master the skills it takes to attract people to your school and help them see the benefits they will achieve by training at your school!
Here is where you must do some deep soul-searching. You must put yourself in the shoes of the prospective student (or their parents). You must emotionalize the problem by describing how painful it is to have the problem, all the opportunities you miss by having the problem and all the benefits you’ll gain by having the problem solved for you!
Next, you must invalidate all other solutions, but your own! You must describe why your product (school, program, unique approach to teaching, etc.) is not only THE BEST solution to the problem, but also the ONLY OPTION for those who are serious about solving it!
You’ll want to describe your “USP” (Unique Selling Proposition), or what separates you from your competition, in terms that your potential student (or his or her family) understands. Describing the specific features and techniques of your product, in terms of your “style,” WON’T attract prospective students. You create infinitely more impact when you focus on deeper, more meaningful problems.
Liberal use of testimonials, success stories or social proof is critical.
Becoming more coordinated, flexible and better balanced are great benefits, but there are MANY solutions for those problems. Baseball, dance, gymnastics and cheerleading can all make those claims.
Consider the BIGGER problems you can solve. Certainly, the students that are interested in solving BIGGER problems would be more motivated to solve them.
Solve:
This is the part that most school owners understand unconsciously.
You’re able to describe why your “product” solves the problem or delivers the benefits you are promising.
Again, this is where ol’ Billy Mays really warms up!
Billy does his “Wow Demo,” dumps the scoop full of “OxyCleanTM” into the massive bowl of inky water and, almost magically, the water virtually and instantly turns white, and then transparent!
You must describe (in terms the prospective student will understand) how you will solve his or her problem, or provide him or her with the promised benefit. Think of it just like an “intro” lesson. After an effective intro lesson, the student and family clearly understand you, like you and believe you. You must create this same level of relationship when the prospective student reads this section of your copy.
Liberal use of testimonials, success stories or social proof is critical. Keep in mind that people are naturally (and rightfully so) skeptical. Anything you write about yourself is “suspect,” but if many other people are making statements about you, then it is infinitely more believable.
Applying P-A-S (Problem, Agitate, Solve) will dramatically increase the effectiveness of your advertising in virtually every media!
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