The Art of Writing "Agitation" Copy

B2B Marketing & Copywriting

Question: Why would you ever write copy to agitate someone? Answer: To let the website visitor/reader know you not only know they're in pain, but you know how it feels. How? By crafting specific, detailed, empathic, copy only someone who understands their predicament would know. This builds trust. People who trust you are more likely to believe you have the solution for them. In this episode, I dig into how to find the intel behind agitation copy as part of the PAS (problem-agitation-solution) copywriting formula, how to use it and real life examples.

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Time stamps:

Introduction to Agitation (00:00:00)

Understanding the Agitation Phase (00:01:05)

The Importance of Customer Conversations (00:03:33)

Differences Between Problem and Agitation Phases (00:04:43

Connecting Rational and Emotional Levels (00:05:59)

Finding Agitation Points (00:06:59)

Understanding the Impact of Problems (00:07:11)

Exploring Problem Origins (00:08:27)

Cost of Problems (00:09:29)

Listening for Valuable Insights (00:09:29)

Agitation Language and Examples (00:10:46)

Basecamp's Agitation Copy (00:11:52)

Grammarly's Approach to Agitation (00:13:12)

Bear Metrics' Direct Agitation (00:13:12)

Generalization vs. Specificity in Marketing (00:14:42)