“Agitating the Problem” in Copywriting

Let’s say you’re standing on a street corner.

On the one side of the street, you see your best friend waving as they’re coming to meet you.

It’s kind of the same when we’re taking about “agitating the problem” when writing copy.

The product or service you provide aims to solve some problem or relieve some pain point that your customer is experiencing.

So how do we poke the wound?

How should you, the copywriter, show your reader that (and where) it hurts? (Without, you know, totally turning them off or sounding condescending toward their issue?)

  • Why is this problem a problem?
  • Why should your readers care about your new “solution” if they don’t know they have a problem in the first place?

#1 — FOCUS ON WHY THEY HATE THE PROBLEM

Here’s a journal article published in the American Psychological Association that concluded:

#2 — USE RHETORICAL QUESTIONS

Why are rhetorical questions one of your most powerful weapons when writing sales copy?

#3 — DEMONSTRATE PRE-SELECTIVE IMPACT

Pre-selective impact is just a fancy way of saying your copy should demonstrate the impact of your product on other people.

#4 — CAPITALIZE ON NOUN LABELING.

If you label your audience with a noun, your words will generate a much stronger impact.

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