How To Best Use The Problem-Solution Copywriting Approach

copywriting email marketing Aug 26, 2022
How To Best Use The Problem-Solution Copywriting Approach

Your email list is one of your most valuable marketing assets. So it's important to make sure you're using the best possible copywriting approach to get the most out of it.


One of the most effective ways to improve your email marketing is to use the power of problem + solution copywriting. By focusing on solving a specific problem for your subscribers, you can create emails that are both helpful and highly relevant to their needs.


Not only will this make your emails more likely to be opened and read, but it will also help you build a stronger relationship with your subscribers. They'll appreciate your helpfulness, and over time, they'll come to trust and respect your opinion as an expert in your field.


The trick is to make sure you apply the A.R.T. of Engagement to your messaging.  Remember,  you must have elements that work to establish your Authority, demonstrate clear Relevance, and build personal Trust with the reader. Without all three: Authority, Relevance, Trust, you risk having your message evaporate and not truly be heard.


If you're not sure how to get started with problem + solution copywriting, don't worry - I'm here to help. In this article, I'll share some tips on how you can use this approach to improve your email marketing.


So let's dive in and take a look at how you can start using problem + solution copywriting in your email marketing today.




Problem + solution copywriting starts with, you guessed it, identifying a problem that your subscribers are facing. This can be anything from a decision tree for how to make a decision on a key issue, or customizable examples of emails, texts, or conversations the audience wants to initiate with confidence.


Once you've identified a problem that your subscribers are facing, you can start crafting an email that provides a solution. This should be written in a way that's clearly trying to deliver value with self-promotion or organization-focused calls to action minimized.


Not only will this make your emails more relevant and helpful, but it will also show your subscribers that you understand their needs and are committed to helping them solve their problems. In other words, it's the perfect way to build trust and rapport with your subscribers.


If you're ready to start using problem + solution copywriting in your email marketing, here are a few tips to get you started.




Keep it focused


When you're trying to solve a problem, it's important to keep your email focused and on-topic. This means avoiding anything that could distract or confuse your reader. Stick to the point and provide clear, actionable advice that your subscribers can use. You might have the authority in the general trade or craft, and you might have the trust of the readers, but if you can't be specific in solving an actual problem the audience is facing, you loose on the relevance factor, and thus all the hard work you put in will simply go in one ear and out the other.


Be specific


It's not enough to simply identify a problem - you also need to be specific about the solution. Don't leave your subscribers guessing about what they should do next. Instead, give them specific instructions that they can follow to achieve the desired result. We call this the "WHAT" part of the Authority pillar.  In order for you to establish your authority with your readers, you want them to see that you have a specific process, framework, formula, or approach to solving this problem.  The result is confidence that your solution will actually solve their problem.  Without exposing the actual "WHAT" of the solution, it reduces everything you say down to mysterious claims that anyone can make.


Make it relevant


Your subscribers are more likely to engage with an email that feels personal. This means addressing using language that they can relate to, and sharing your own experiences that are relevant to their circumstances.  One successful approach it so that you write as if you're writing to yourself, 3, 5, or 7 years ago.  Pick any previous milestone if your own developing journey and teach the solution to yourself back then.  Doing this will ensure that what you're proposing is easy to understand and more importantly talks through contextual issues that someone else - today - is facing. This avoids your advice coming across as in the general vicinity, but not really helpful in the end.


By following these tips, you can start using problem + solution copywriting in your email marketing today.


So what are you waiting for?


Give it a try and see how it can help you improve your results.

We'd love to share our approach to content strategy as well as our A.R.T. of Engagement Framework for creating content with purpose. Let us help take the guesswork out of marketing so you can connect with the right audiences.


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