I had a client contact me recently about running advertisements for their business. This would be their first venture into advertising, and wanted some information on the best type of ad to create.
While the word “best” is a loaded word, I suggested that since they were just starting out, the ads should be built using the PASCU template. It’s a simple formula, easily understood by both the creator and the consumer, and it tends to work well for almost all businesses.
PASCU is an acronym for:
- Problem
- Agitate
- Solution
- Call to action
- Urgency
You state a problem a prospect might be having, and then you agitate the prospect – perhaps by carrying the problem to an extreme. The advertiser suggests a solution that they provide, and gives a call to action with a short deadline. Let me give you an example, based on my client’s business.
Did winter weather damage your driveway? Don’t let it destroy the resale value of your home! Smith Brothers fixes most driveways in under 8 hours. Call today to schedule an estimate in the next seven days.
The first sentence brings up a problem the prospect is having. The second sentence takes the consequences of that damage to an extreme. The solution is the third sentence, the remedy for the problem that my client is selling. The final sentence tells the prospect what action to take (“Call”), when to do it (“today”), and the quick reward for doing so (“estimate in the next seven days”).
There are other types of advertisements that might be better, depending on the service or product you’re selling, but PASCU is a great first step towards advertising.
If you have any questions about ad creation, please feel free to reach out to me today.