Sometimes, I’ll find a great update/article on LinkedIn that strikes a chord.
If I find it quite useful, I’ll PAS it along.
(If you’re in the B2B or industrial manufacturing industry… it could be yours.)
And no, I didn’t spell pass wrong. I did mean to write PAS. It’s an acronym (which I normally shun) that stands for a sharing/headline formula:
- Problem
- Agitate
- Solve
If your update links to an article that’s useful — that solves a real problem — you’ll catch my eye. And I’ll likely PAS it along.
Here’s how that works.
After liking and making a USEFUL comment on your update, I’ll click the share button. Up pops that little sharing window and that’s where the magic happens.
Sure, I could write a long, drawn-out message. That defeats the point.
Using all my learned copywriting skills, I keep it under 140 characters. Indeed, that’s all you need to be effective. Any more would be unproductive.
Here’s why.
I’m writing a really cool Tweet
Yeah, that’s right.
That bad boy’s going on Twitter.
If you look at the little check box on the LinkedIn pop up, you’ll see a little birdy. Keep it checked. You’ll get a character count as you type. Any more than 140 and the message gets truncated on Twitter
That’s geek talk for shortened. The good stuff gets lost.
Oh, I almost forgot. My update (YOUR message) also shows up on not one, but two Facebook pages.
In one fell swoop, readers on LinkedIn, Twitter, and Facebook see it.
Who knows where it goes from there, right?
I have quite a few followers (and so do they). Your message ends up in front a boatload of people… automatically!
And from there?
“But, Steve,” you chide. “My ideal prospects aren’t on Twitter or Facebook!”
What… you don’t think they have personal lives as well? That the ONLY social media network they frequent is LinkedIn!
We need to talk…
So, how does PAS work, anyway?
Simple, to be honest.
It’s kind of like having a boo-boo on your arm.
(Sorry, I meant cut. Been around the granddaughters a lot today.)
The cut on your arm hurts, right? And if you bang it on something, it REALLY hurts, correct? You’ve got to get some relief!
So, you look around for some salve to smear on it. That numbs the pain. And the right salve heals the wound.
Aaahhh… relief at last.
Here’s an example of the PAS formula at work:
Are maintenance costs killing your budget? CFO breathing down your neck to fix it? This company helps slay the money-sucking beast. Read on.
Let’s break it down.
PAIN – Are maintenance costs killing your budget? (They always are a problem)
AGITATE – CFO breathing down your neck to fix it? (Is your job in jeopardy?)
SOLVE – This company helps slay the money-sucking beast. Read on. (Hey, XYZ company says they can solve my problem! Hmm.)
Notice that the last one included a call-to-action or CTA. Sometimes, you gotta tell them what to do next.
Go figure, right?
It’s time to get your message out… everywhere
I hope you found this little morsel of goodness helpful.
You’d be surprise how well it works. And because it goes out to several social networks, your message gets more views. Still not sure about Twitter and Facebook?
Peek inside your company’s breakroom sometime.
It’s not LinkedIn they’ve got on their phones in front of them.
Or maybe… just look down at yours.
While it takes some practice, crafting a good PAS update is worth learning. If you don’t have the time, I can help.
In fact, you can use me to create other sales copy and content marketing as well. It’s what I do — help you get your vital message out to your customers and prospects.
On their terms. In their language.
But that’s a story for another day…
To your success!
Steve Maurer
This article originally posted here.
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