Question

When you want to show a customer their problem is serious, make them feel the pain, and then present your solution as the answer, what message pattern do you use?

Accepted Answer

The message pattern used is called Problem-Agitate-Solve (PAS). This pattern begins by clearly stating and defining the customer&#x27;s specific Problem. This involves identifying a challenge, issue, or unmet need that the customer is currently facing. The next step is to Agitate this problem. Agitation means expanding on the consequences and negative impacts of the problem, making the customer acutely aware of the pain points, frustrations, missed opportunities, or potential losses that result from the problem&#x27;s existence. This phase intensifies the customer&#x27;s feeling of urgency and the desire for a resolution by emphasizing the severity and implications of their current situation, thereby making them "feel the pain." Finally, the pattern moves to Solve, where the proposed solution, product, or service is presented as the direct and effective answer to the agitated problem. The solution is positioned as the relief from the pain, directly addressing and eliminating the issues highlighted in the problem and agitation phases, thus presenting it as "the answer."

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When you want to show a customer their problem is serious, make them feel the pain, and then present your solution as the answer, what message pattern do you use?