Simply listing features isn't enough to convey the value of your product.

Your customers need to understand the value of the product by seeing how they can use it, while we want to overcome natural hesitation.

Using the Problem - Agitate - Solution (PAS) framework, you can craft your message so that your customer feels your solution's value in their context while making a decision now.

1. Problem: Describe the problem

2. Agitate: What'll happen if you don't solve the problem?

3. Solution: Offer a solution.

Problem - Agitate - Solution (PAS)

They already know it's a problem. By describing a problem, you show that you understand their pain.

We show them the consequences of leaving the problem unsolved by agitating what'll happen if they don't solve the problem. Everything is terrible is excellent here because we want to overcome procrastination, and it's easier to do that with bad things.

You can describe your solution after we've shaken up why it's awful to leave the problem unsolved.

Let's look at how I created my first sales letter for my Shopify application.

My Shopify application creates an XML feed to update their product list on the price and product comparison page. You can share your feed as an XML feed that gets crawled every day or upload it manually as a CSV file.

Currently, they solve the problem by creating an Excel file and manually updating their product list every week, which usually takes 2-4 hours per week, and they can make a mistake. Hence, they have to update it again and temporarily get banned from the site.

1. Problem: Are you still manually uploading your feed every week and hoping you don't make a mistake this time?

2. Agitate: The headache of manually tracking ALL of your product changes on a CSV file PLUS all the time it takes to figure out how to properly format and upload your feed could lead to costly mistakes.

3. Solution: With the XY app, we publish AND update your products daily... On autopilot - forever.