How a Missing "I" Can Strengthen Your Sales Copy You probably know...
Andrew Gould@AndrewWriteCopy
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Apr 11, 2025
~2 min read
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How a Missing "I" Can Strengthen Your Sales Copy
You probably know the PAS formula, right?
Problem, agitate, solve.
A classic formula you can use to effectively sell almost anything.
But did you know you can make it even more potent if you add an "I"?
// THREAD //
You probably know the PAS formula, right?
Problem, agitate, solve.
A classic formula you can use to effectively sell almost anything.
But did you know you can make it even more potent if you add an "I"?
// THREAD //
2
First, a quick refresher so we're all on the same page...
PAS:
Problem - Identify the prospect's problem.
Agitate - Show them how bad it can get.
Solve - Introduce your solution.
Now let's look at that missing I...
PAS:
Problem - Identify the prospect's problem.
Agitate - Show them how bad it can get.
Solve - Introduce your solution.
Now let's look at that missing I...
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The I stands for:
Invalidate other solutions.
What that means is you tell your prospects why other solutions on the market won't work for them.
You do this because...
Invalidate other solutions.
What that means is you tell your prospects why other solutions on the market won't work for them.
You do this because...
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Your prospect knows you're not the only choice available.
So you explain why other choices won't work for them.
There's no point pretending they're dumb and don't know about your competitors.
For example, if you sell a weight loss diet...
So you explain why other choices won't work for them.
There's no point pretending they're dumb and don't know about your competitors.
For example, if you sell a weight loss diet...
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You'd explain the downsides of:
- Hypnotherapy
- Other diets
- Exercise
- Pills
And anything else they might consider using to lose weight.
You do this just before you introduce your solution.
So instead of PAS...
- Hypnotherapy
- Other diets
- Exercise
- Pills
And anything else they might consider using to lose weight.
You do this just before you introduce your solution.
So instead of PAS...
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It's now PAIS:
Problem - Identify the prospect's problem.
Agitate - Show them how bad it can get.
Invalidate - Explain why other solutions won't work.
Solve - Introduce your solution.
Give it a try!
And if you're a more experienced copywriter...
Problem - Identify the prospect's problem.
Agitate - Show them how bad it can get.
Invalidate - Explain why other solutions won't work.
Solve - Introduce your solution.
Give it a try!
And if you're a more experienced copywriter...
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You don't need to stick with the formula.
You can invalidate other solutions in any type of copy you write.
Just before you introduce your solution, explain why other solutions won't work.
To sum up...
You can invalidate other solutions in any type of copy you write.
Just before you introduce your solution, explain why other solutions won't work.
To sum up...
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- PAS is a classic copywriting formula.
- You can make it even better if you add an I.
- That means you invalidate other solutions.
- You tell your prospects why they won't work.
- You do this just before you introduce your own solution.
- So instead of PAS it's PAIS.
- You can make it even better if you add an I.
- That means you invalidate other solutions.
- You tell your prospects why they won't work.
- You do this just before you introduce your own solution.
- So instead of PAS it's PAIS.
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Andrew Gould@AndrewWriteCopy
How a Missing "I" Can Strengthen Your Sales Copy
You probably know the PAS formula, right?
Problem, agitate, solve.
A classic formula you can use to effectively sell almost anything.
But did you know you can make it even more potent if you add an "I"?
// THREAD //
You probably know the PAS formula, right?
Problem, agitate, solve.
A classic formula you can use to effectively sell almost anything.
But did you know you can make it even more potent if you add an "I"?
// THREAD //
