This is a formula for almost anything such as emails, social media, or your websites.
It’s simple and direct, my all-time preferred one.
And it’s composed of the following 3 core steps:
Write a single sentence defining a specific problem your customers are struggling with.
Think of it like a wound you want to help them heal.
And it has one single goal, and one only:
Hook the readers’ attention and get them to read the next sentence.
(Problem): Many people fear writing online.
Note: don’t ask questions that would prompt your audience to respond “No”. If so, they are gone, and it’s game over for you.
This is where you amplify the emotional and even physical pain the problem is causing.
So, put some “salt on the wound”.
It’s a bit extreme but illustrates well the picture you want to paint for your readers.
Insist on the frustration or anger they can feel because of the concerns you mentioned.
Don’t use complex words but use your own language. Describe what they are experiencing when they face the problem.
Insist on all the negative consequences that arise while dealing with it.
In our example, you could say something like:
(Agitate): They fear judgment from their coworkers, friends, or family. They think their ideas are not interesting or not worth publishing. They crave for attention but end up stuck with the writer’s block, not knowing how and where to start.
Now that you set the scene, it’s time to solve the problem with what you have to offer (products, services, etc.)
Again in our example, it could be something like:
(Solution): Publish your 1st article in one week. Here’s everything you need to overcome your fear, build confidence and start writing!