Agitate and Solve: The Power of the PWAT Copywriting Framework

Hey there, fellow jedi copywriters (shout out to the Siths too, love those Dark Arts)! Today we’re going to talk about a powerful copywriting framework that’s near and dear to our hearts here at Hemon Media: the PWAT model.

The PWAT model, which admittedly sounds a little like a ‘Naughty by Nature’ song title, stands for Problem, Why, Agitate, and Tease the solution. This framework, heavily used by our Copy Chief Lee Thompson, is designed to identify your audience’s pain points, explain why they exist, and then use that information to agitate the problem before teasing the solution. By following this framework, you can create copy that truly resonates with your audience and motivates them to take action.

To demonstrate how this framework works, let’s create an example Facebook ad for a fictional product called “Paul’s Purple Widgets”. The problem we’re going to address is the high cost of purple widgets, despite the fact that they are cheap to produce.

Problem: Are you tired of paying top dollar for purple widgets?

Why: Despite the fact that purple widgets are cheap to make, manufacturers continue to charge exorbitant prices.

Agitate: It’s frustrating to know that you’re being taken advantage of, and it feels like there’s no solution in sight.

Tease: But what if there was a way to get the purple widgets you need without breaking the bank?

Solution: Introducing Paul’s Purple Price Matching Guarantee. At Paul’s Purple Widgets, we believe that everyone should have access to affordable purple widgets, which is why we offer a price matching guarantee. If you find purple widgets for a lower price elsewhere, we’ll match it – no questions asked. Now you can get the purple widgets you need without worrying about the cost.

As you can see, the PWAT model allows you to identify your audience’s pain points and use them to create copy that speaks directly to their needs. By explaining why the problem exists and agitating it, you can create a sense of urgency and motivate your audience to take action. Then, by teasing the solution, you can create interest and encourage your audience to learn more about what you have to offer.

But how can you apply the PWAT model to your own copywriting? Start by identifying your audience’s pain points and explaining why they exist. Then, use that information to create copy that agitates the problem and creates a sense of urgency. Finally, tease the solution and encourage your audience to take action.

In addition, it’s important to keep in mind that the PWAT model is just one of many powerful copywriting frameworks out there. Depending on your product or service, other frameworks like AIDA, PAS, and BAB may be more effective. So, be sure to experiment with different frameworks and find the one that works best for you.

The PWAT model is a powerful copywriting framework that can help you create compelling copy that connects with your target audience. By identifying your audience’s pain points and using them to create copy that agitates the problem before teasing the solution, you can create a sense of urgency and motivate your audience to take action.

Therefore, give it a try in your next marketing campaign and see how it can take your copywriting game to the next level. Keep in mind that while the PWAT model is effective, other frameworks like AIDA, PAS, and BAB may be more appropriate depending on your product or service. Hence, experiment with different frameworks and find the one that works best for you.