Writing headlines that convert

PAS (Problem-Agitate-Solution) formula

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1 min 15 sec

David Ogilvy:
‍“On average, 5x as many people read the headline as read the body copy.
When you have written your headline, you have spent 80 cents out of your dollar.”

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Here's how we can dial up our headlines using the PAS formula:

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PAS (Problem-Agitate-Solution)

Identify a problem, agitate it, and offer a solution.

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EXAMPLES

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For Zendesk:

Problem: "Worried about losing customers?"
Agitate: "Don't let poor service be the reason your customers look elsewhere."
Solution: "With Zendesk, transform every support ticket into a five-star review."

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Putting it all together:

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For HubSpot:

Problem: "Frustrated with stagnant sales?"
Agitate: "It's tough watching potential deals slip through the cracks."
Solution: "HubSpot provides the toolkit to turn leads into revenue, fast."

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