This week, YOU, , are joining 1000+ people who’ll get this 93rd edition in their inbox today.

It’s called the 1-2-3 copywriting newsletter, where every week you’ll get:

1 Copywriting Tip

2 Examples

3 Tactics on how to use it for your business.

Best part? You’ll get all the good stuff by investing less than 5 minutes weekly.

Have you ever seen such a win-win situation? Me neither.

Let's go! 💪🏻

Update

I broke a 7-week streak last week because I was on a weekend trip to take a break and get some time off. I’m back now with another banger edition.

LFG! Hope you missed me :)

1 Copywriting Tip

Tip: Focus on Agitation

Most people know the P-A-S copywriting formula which stands for problem, agitate and solution...

But what most people don't realize is...

Agitation is the most emotionally resonant part of this framework.

Problem and solution are fairly objective.

But it is the agitation that makes your copy better.

Why?

Because when you dive deeper to describe the problem...

You build a solid, relatable and interesting connection with your reader.

It's not about agitating more. It's about agitating right.

And agitating right means:

→ Telling a story

→ Focusing on experience

→ Being descriptive (word-wise)

This is the tweet that really changed my perspective on agitation. And I think you should definitely follow Sarah on Twitter.

Once you're done with marketing and copy fundamentals, there's a next natural step.

And that is psychology and consumer behavior.

And those disciplines are practically endless and ever expanding .

And she's the queen of it.

Before you think, NO.

This isn't a promotion. Just a genuine shout out for a creator I really admire.

Anyway, let me show you 2 ads to tell you what I mean when I say focus on agitation…

2 Examples

1. The Health Education Council

This headline doubles up as a body copy and it paints a weird and unsettling yet vivid picture.

And that makes the whole impact of the argument 10X.

2. RSPCA

This ad was written by legendary copywriter David Abbott.

And I love how simple yet impactful it is because it centers the messaging around agitation.

The main problem is revealed in the first line and then it's just agitation all the way down with a solution at the end. 

In your face copy and visual but impactful.

3 Tactics for You

1. Talk About Inaction

One of the best ways to write a better agitator is to focus on the consequences of inaction or what happens if they don't buy what you sell.

This plays into fear and it works pretty damn well.

2. Make it Personal

Being specific is standard operating procedure when writing copy. But you need to be specific about what's relevant to your audience. 

Their problems, pains, hopes, fears, dreams and desires need to be taken into account.

3. Dramatize the Problem

In both the examples I shared above, agitation is purely emotional. Only facts are being shared line after line but the way they are described is where the persuasion power comes in.

Create a narrative and then dial it to 11.

Well, that’s all I have for you today 🤝

What do you think about focusing on agitating the problem and today’s newsletter?

Hit reply & let me know your thoughts, !

Whenever you're ready, here's how I can help you more (FREE):

1. ZERO to ONE Copywriting Resources (Notion download!)

2. Check out my Twitter for more content.

3. LinkedIn is my OG platform, so do connect if you haven't already!

4. Missed previous editions of the newsletter? Read all of them here.

5. Want me to write copy for your business? Click here to learn more.