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Create sales copy for an LSP

Create Sales Copy for your LSP

An explanation of how to create sales copy for a language services company. Uses the Problem Agitate Solution (PAS) method and shows examples. The PAS method is an effective way to communicate a message concisely and clearly. It can be used in a wide range of writing contexts, from business documents to marketing materials, and enables readers to quickly understand the problem and potential solutions.

If you are looking for a way to create more compelling sales copy for your LSP then the Problem-Agitate-Solution (PAS) method might be able to help. This is a formulaic way to create persuasive sales copy that will encourage your potential customers to take action.

Using a methodology such as this provides a framework for you to work in. Writing can be difficult and anything we can find to help (and stop the writer’s block) needs to be encouraged. 

The PAS method has three main steps: 

  • identify the problem
  • agitate the problem to increase the urgency to solve it
  • offer a solution 

By focusing on the problem and agitating it, a sense of urgency can be created in your customer’s mind that will make them feel they need to take action in order to solve it.

Identify the Problem

To identify the problem you need to get into the customer’s head and ask yourself:

  • What is the pain they are feeling?
  • What issues are they dealing with?
  • Who else has faced this same issue? And how did it turn out for them?

Try and get to the root cause of the problem (Toyoda’s 5 whys technique might help here). 

In the case of translation services the problem might be that the customer needs to communicate with potential customers in new markets or comply with regulations. 

Agitate the Problem

This step helps to create urgency and show the customer why they need to act quickly to address the issue. It helps to illustrate the importance of solving the problem and why it should be addressed immediately.

Some things you could consider are:

  • The consequences of not solving this problem
  • What could happen if they continue to let the problem exist
  • How much more comfortable, easier, or rewarding their life will be when they solve this problem

Solve the Problem

This step is about clearly explaining how the service being offered can solve the customer’s problem. It is also important to make sure that the customer understands the value proposition and why it is the best solution for them.

You then need to offer a solution. This is where you explain the benefits of your service and how it can help the potential customer solve their problem(s). 

Finally, you need to include a call to action to encourage action. This could be something like “For a limited time only, get 20% off services. Contact us today to find out how we can help you localise your content for international markets”

PAS Template and Process

For ease, I use a simple template to list out the brief, the problem (p), the agitation (a), the solution (s) and the Call-to-action (CTA). I create the brief and then complete P, A, S and CTA. And then write the copy. As an example I’ve included a generic one below with a few examples below:  

Brief: Why they should use YourTranslationCo Ltd, a professional language translation company that uses professional translators using the latest technology to provide you with a reliable translation service.

P: Can’t communicate with customers.

A: Will lose international sales.

S: Use YourTranslationCo Ltd’s professional translators. 

CTA: Call us today, operators are standing by.

Example 1

Are you having difficulty understanding and communicating with your international customers, leaving you unable to sell to them? Without the ability to communicate, you are likely to miss out on valuable international sales. That’s why you should use YourTranslationCo Ltd, a professional language translation company that uses the latest technology and experienced translators to provide you with a reliable translation service. To get started, call us today – operators are standing by.

Example 2

At YourTranslationCo Ltd, we understand that the ability to communicate with customers in their own language is essential for international sales. That’s why we offer a reliable translation service that uses the latest technology and professional translators to ensure that your message is delivered accurately and clearly. Don’t lose out on international sales opportunities – call us today and our operators will be standing by to help you.

Example 3 

With the global economy, customers from all over the world are reaching out, but if you can’t communicate with them you can’t make the sale. YourTranslationCo Ltd understands this, and provides a reliable translation service using professional translators and the latest technology. This will ensure that you don’t miss out on any of these international sales opportunities. Don’t put your business at risk. Call YourTranslationCo Ltd today and our operators are standing by to assist you.

Example 4

At YourTranslationCo Ltd, we understand the importance of being able to communicate with customers in their native language. Without a reliable translation service, you risk losing out on international sales opportunities. That’s why we use the latest technology and professional translators to provide you with a reliable and cost-effective language translation service. So don’t wait, call us today and our operators will be standing by to help you.

The Problem Agitate Solution (PAS) Method of Writing

The Problem Agitate Solution (PAS) method of writing is an effective way to communicate a message in a succinct and clear way. As you can see it is a great tool to use when you need to quickly and concisely explain an issue and its potential solutions. By using this method, you can quickly get your point across and ensure that your readers understand the problem and the potential solutions. PAS can also be used in almost any type of writing, from business documents and personal essays to marketing materials and website content. By utilising this method, you can ensure that your message is both understood and well-received by your readers.

Richard Brooks

Richard Brooks is an experienced executive coach and conference speaker, with a strong background in international business. With over 20 years of experience in designing and delivering educational programs, he is known for his confident and engaging speaking style, and his ability to make complex management theories accessible to audiences. Richard has a proven track record of growing businesses and executing complex B2B deals globally. He has held senior executive positions in the UK, Europe, and the USA, and is a graduate of Cranfield School of Management. As a highly effective board advisor and business coach, he has helped hundreds of entrepreneurs develop winning strategies and unlock sustainable value within their organisations.

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