Copywriting Tutorial: How To Create Content for Social Media That Sells in 2022
Created on: January 5, 2022 by Christopher Prouty
If you're like many entrepreneurs and solopreneurs, you probably feel like creating content that actually sells is a time consuming, arduous, unfulfilling, complicated process.
You create content, you place it out on your socials, send it in email, you create a landing page, and what happens?
You don't get any likes.
You don't get any comments, you don't get any shares.
Your click through rate in your email campaigns is painfully low, and you don't get any conversions on those landing pages.
Well, if that's the case, then a content creation framework is going to be the solution that you've been looking for.
And in this tutorial today, I'm going to teach you a content creation framework, and we're going to do it side by side so that you understand by the end of this video, how you can use this framework to create content that actually sells.
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All right, this is going to be a working session today.
So let's grab a cup of coffee, a pen, paper, or a digital note taker, and let's get ready to get to work.
Over the last 21 years, I've helped thousands of entrepreneurs, Southern Europe and monuments wildly grow their businesses using techniques like the ones that I'm going to teach you today, like Eileen, who helps people rapidly get hired in their dream careers, or Randy, who helps people protect their intellectual property in their businesses.
And in this training today, I'm going to show you the exact steps that they've used to create content that moves strangers to becoming prospects and prospects, to becoming clients and their businesses.
So let's get started.
Today, I'm going to be teaching you a framework for content creation.
This framework is called the Pas Framework, and each of those letters stands for something the P stands for problem.
The A stands for Agitate, and the S stands for solution.
I'm going to take you through each of those steps in that framework, and we're going to create content together today so that you can start using this framework in any kind of content that you want to create, whether it's for your social media or your blog or for landing pages or for emails or for any kind of communication that you might be sending out to people who you would like to become clients.
I do have a quick question for you, and I'm wondering, have you ever heard of the Pas content framework before or any other content framework?
And are you using that in the content that you're creating?
Let me know below in the comments.
I reply to every single comment and I'd like to hear what framework you're using in the content that you create.
All right, let's get to work.
We're going to start with the P, which is the problem.
Whenever we're writing to our prospects, we want to let them know that they're experiencing a problem that we can solve, and that's where the P comes in.
So we want to highlight the problem.
One of my favorite ways of coming up with a problem is looking at the questions that my prospects and my clients are often asking.
Now I have a whole other video on how to discover what questions your prospects are asking.
I'll link to that video in just a little while so that you can go check that out.
But generally I like to take a question that they're asking and turn it into a problem statement.
So when someone's reading your content, no matter where they're coming across, when they get that very first sentence or a few sentences and it's calling out the problem that they have, you're going to get their interest and you're going to keep them reading.
And one of the reasons many people struggle to get people interested in what they do when they're creating content is that they're not aware of the problem that their prospects are having and they never talk about it.
But when you talk about that problem, you catch their attention and you keep them reading.
And that's the most important part is to keep your prospects reading your content so that they get to know you and they get to know the solutions that you have.
Now the solution is coming up in a little bit.
But let's first focus on the problem.
I'm going to pick a question that I'm often asked, which is, how do I write sales copy that converts prospects into clients?
That's a question that I hear all the time.
But let's take that question and turn it into a problem statement.
So let's bring up a document and start working on this right away.
So instead of writing the first sentence as a question, I'm going to take that question and turn it into a problem statement.
So the question is, how do I write sales copy that converts prospects into clients?
I'm going to turn that into a problem statement, and I'm going to write writing sales copy that converts is hard.
You see what I did there is I took the question and I shapeshifted it.
I turned it into a problem statement.
So anybody who's struggling to write great sales copy is going to read that and they're going to say that's me and then they're going to keep reading.
So let's move on.
Let's keep talking about the problem just a little bit more.
So I'm going to expand upon that problem statement just a little bit to let people know they're in the right place by reading this.
So check out what I write, discovering what to write in your content can be frustrating.
You have no idea how to get people interested in your products or services, and you're worried that if you don't do a good job, they won't buy it from you.
I wrote that in a very simple way because I don't want to get unnecessarily complex in the words that I'm using.
I just want to let them know that I understand their problem.
Next, we're going to move on to the A in the Pas framework, and the A stands for Agitate.
And this is such a powerful part of this framework.
And sadly, this is the part of the framework that most people skip.
It's a little bit difficult to do, and that's probably why most people skip it.
But when you get this right, it unlocks magical abilities to get strangers to turn into prospects and prospects, to turn into clients.
So I want you to focus on the A or the Agitate.
Now, the Agitate part of the Pas framework is to let the person who's reading it know that you truly do understand the problem that they're facing.
You see, we want to call out the problem in the P, but when we get to the A and Agitate, we want them to know that we understand the problem at a deeper level than they do, because then that sets us up to have the right solution for them.
So when you get to the A part of the Pas framework, what I want you to do is go into the fine details about the problem, letting them know that you understand this problem better than anyone else.
So let's hop back over into my document, and I'm going to write the Agitate section of the Pas framework.
So here we are.
I'm going to start with something like most of your marketing efforts end up wasted, and you don't know why.
And then I'd like to make a statement that they've tried everything, but the results just aren't happening.
So I didn't have to write a whole lot here with the Agitate statement because it was very impactful to say they're trying things and they don't know why they're not working, and they're not getting the results that they're looking for.
That's going to let them know that I understand the problem that they're having in not being able to create great content for their socials or for their email or for their websites because they're not getting the results.
So we did the P, we called out the problem.
Then we agitated the reader a little bit by letting them know that we understand the fine details of the problem that they're having.
So now we need to move on to the S, which is the solution.
And this is where we're going to position the solution that we have available for them.
You see, once we've called out the problem and then we've let them know we understand the fine details of the problem in the Agitate section.
It's natural that they're going to be looking for a solution.
So let's let them know that we have a solution back over to my document and let's write the solution statement.
Now, in my flagship program, Organic Client Attraction, I've taught thousands of entrepreneurs how to write compelling sales, copy and compelling content for their socials or for their websites or for their email campaigns.
I actually have a seven step framework for content creation, and that's the solution that I'm going to position here in this writing.
So let's get right to that.
So as I introduced the solution, I'm going to say if you're looking for a framework that will help you with this, then I have exactly that for you.
I have a scientifically proven step by step framework that you can use to write copy that will drive sales.
I want to let them know that this solution is going to give them exactly what they're looking for and give them the results that they've always wanted.
And it's going to do so using a methodology that they're just able to follow the steps and get the results.
And then finally, I'm going to let them know that by using this framework, they're going to differentiate themselves from the competition, and that's going to give them a huge competitive advantage.
Now, one of the fastest ways to get people to take action with your solution is to offer them something of pure value, something for free that they can take away and start to use that will ultimately drive them to working with you.
This is something that we call a lead magnet.
Now, a lead magnet is a little bit beyond the scope of this tutorial today, but I've created a document for you.
It's called The Anatomy of a Lead Magnet.
And this document, this Swipe file, will teach you the seven key components to a lead magnet so that you can start creating lead magnets right away.
I'm going to leave a link for the anatomy of a lead magnet.
In the description for this video, I'd be honored if you download it and use it to create the solution that you're offering in the Pas framework.
Now, of course, when I go to publish this somewhere, whether it's in a blog or in an email or on my socials, I'm going to remove the word problem agitate in solution.
Let's review and take this from the very top.
The very first thing that I did was I understood a question that my prospects and my clients were asking, and that was a question about how to create content that drives sales.
I took that question and I turned it into a problem statement.
Then I wrote down that problem statement, and I followed up with just a little bit more about that problem statement to let my prospects know I understand that they have a problem.
Then I moved on to the agitation part of the framework.
And I went into some of the finer details of someone who might have that problem.
This lets the reader know that I understand this problem better than anyone else, and that puts me in the perfect position to talk about the solution.
And in the solution, I positioned my content creation framework.
That's a part of my program, and I talk about how this framework is going to give them the exact results that they're looking for.
And of course, it would be wise to give this thing a good proof reading, maybe a quick grammar check before you publish this anywhere to make sure that it's saying exactly what you want it to say.
So why is the Pas framework so powerful?
Well, it leverages certain psychological triggers to get people to take action.
One of them is that we know this people are more likely to work to avoid pain than they are to move towards pleasure.
And when you start your writing by talking about the problem that they're having and then agitating it by talking about those details, you're really highlighting the pain that they're experiencing and they want to move away from that pain, and that's when you offer a solution which does move them away from that pain.
Further, the Pas framework is very much like classic storytelling.
We start with a problem we agitate and the problem gets a little bit worse, and then we find a solution which results in that happy ending.
So where can you use the Pas framework?
Well, I think I've made it pretty clear throughout this tutorial.
You can use it anywhere.
You can use it in your socials, in your blog, in your landing pages, in your email campaigns, you can use it in your paid campaigns.
It's a great structure that just works everywhere because it takes people on that journey and encourages them to take action.
So I would be so inspired to see you using this framework, and I would love to see examples of it, which you can share with me in the comments of this video, or you can send them to me directly because I will respond to every single comment or every single message that you send me.
I want to see that you're doing the work and I want to see that you're getting results.
If you found value in this training today, let me know in the comments below the video. Just say Hello. I'd like to hear from you and I respond to every single comment on my videos.
And if while you were reading this, you thought of someone who would benefit from hearing this message, I would be so grateful if you would share this video with them.
If you have any questions, you can send me a direct message here. I'm looking forward to hearing from you!
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