When you scroll through social media, does it sometimes feel like every fitness ad shouts a similar generic message? "Get fit!" "Download our app!"

Instead of pulling you in, you scroll on by. WHY? Because one-size-fits-all messages don't address your specific needs or desires, and what they offer looks and sounds like everyone else.

Generic Messaging versus Compelling Communications

Imagine Sapphire staring at her phone, discouraged by her fitness app because it consistently pushes generic challenges that don’t address her weightlifting goals, her lifestyle, or schedule.

[PRO TIP] Uninspiring, generic content that fails to motivate is a common problem with generic messaging.

Now, imagine Sapphire discovers a new fitness app that personalizes challenges based on her fitness level and preferences by tailoring workouts to her goals, lifestyle, and schedule.

This app speaks directly to Sapphire’s pain points and offers solutions that motivate her to take action.

What’s the difference? The messaging.

A Framework for Messaging Success

The first app attempted to talk to everyone but addressed no one because it provided generic recommendations that did not resonate with Sapphire's needs. 

The second app followed a specific framework designed to address Sapphire's and others' problems and create engagement by offering beneficial solutions.

Problem + Agitations + Solution (benefit) + Social Proof = Compelling Message

That framework is one recipe for connecting with your ideal customers. It is also a great way to structure copy for social posts, landing pages, marketing content, product descriptions, web pages, and more.

The PASS Framework Deconstructed

Let's break it down:

Problem: Shine a light on one of the top issues your audience faces. It could be a problem they possess or an opportunity they desire.

This focus will help capture their attention by addressing something that resonates with their current struggle or desire.

(Note: Focusing on a problem that is obscure and the majority of your audience is not aware they possess will not create the connection you desire.)

For instance, instead of a generic "Get fit!" message, target a specific audience segment, such as busy professionals with a time problem: Are you struggling to find time for effective workouts?

Agitation: Use specific words to put your finger on the problem (or opportunity).

Like a paper cut that keeps bumping into things and letting you know it is there, you want to call attention to that problem or desire. 

Amplify it by explaining the negative impacts and consequences of not addressing it. Or emphasize the potential of what the opportunity provides. Agitation done genuinely without hyperbole can authentically deepen the emotional connection your prospective customer feels.

Don't just say they lack time. Agitate the problem and focus on the opportunity: Does your packed schedule leave you sacrificing your health? Imagine the impact on your energy levels and overall well-being.

Solution (Benefit): Share how your product or service solves the problem of your specific target audience. Highlight how it solves the problem and delivers benefits by answering the question, "So what?!”

Describe the solution: Our fitness app personalizes quick, effective workouts that fit your packed lifestyle. Get the results you want without sacrificing your time.

Social Proof: Add credibility by including testimonials or data showing others have successfully used your solution and achieved positive results.

Build trust with actual social proof: Join thousands of busy professionals who prioritize their health with our app. 'This program is a lifesaver!' says John L. 'I finally have the energy to keep up with my demanding career.’

But in ALL of these points, remember the Joyful Communications you and I create must be authentic and genuine without hyperbole. Let your integrity shine through in all you think, create, say, and do.

Why is this so important? Because many think nothing about resorting to inauthentic tactics to capture attention. They use a fake understanding of their audience and make exaggerated pie-in-the-sky promises. This approach might get a click in the short term, but it won't build lasting relationships with your customers.

[PRO TIP] People crave genuine connections. When your messaging resonates with them on a deeper level, you'll build trust and attract the right customers at the right time.

Examples of the Framework in Action

Short-Form EXAMPLE #1:

Problem: Feeling overwhelmed by laundry?

Agitation: Are never-ending clothing piles, constant sorting, taking over your weekends!

Solution (Benefit): Let our laundry service do it for you. Pick-Up and Drop-Off are included with every order.

Short-Form EXAMPLE 2: 

Frequent fights? Feeling distant? Rebuild your marriage with Christ-centered group counseling. Couples find hope & healing together. #ChristianMarriageHelp 

Short-Form EXAMPLE 3: 

Are you struggling to navigate communication differences in your marriage? Feeling confused and frustrated? Our supportive Christian couples group provides a safe space to find understanding and strengthen your bond. Join the thousands of other couples who have grown closer to God and each other with our faith-based guidance. 

Short-Form EXAMPLE 4: 

Feeling lost after infidelity? You're not alone. Our Christian couples counseling will help you rebuild trust, heal from past hurts, and rediscover forgiveness. 78% of couples in our program report feeling more hopeful and optimistic about their future together.

Long-Form EXAMPLE 5:

Rekindle the spark in your marriage: Find hope with Christian couples counseling.

Feeling disconnected from your spouse? (Problem)

Constant arguments, a lack of intimacy, and drifting apart are common struggles in marriages. These issues can leave you feeling lonely, frustrated, and hopeless about the future of your relationship. (Agitation)

But there's hope! (Solution)

At [Your Christian Counseling Center Name], we offer Christ-centered couples counseling to help you reconnect with your spouse, reignite your love, and build a stronger, more fulfilling marriage. (Benefit)

Our experienced counselors will guide you through a proven process based on biblical principles, helping you:

• Improve communication and understanding
• Address past hurts and forgiveness
• Develop healthy conflict resolution skills
• Rekindle intimacy and emotional connection

Hear what others are saying: (Social Proof)

"We were on the verge of separation before coming to counseling. Thanks to your guidance and God's grace, we've learned to communicate effectively and rediscovered the love we have for each other." - John and Sarah M.

"This counseling program helped us rebuild trust and intimacy in our marriage. We feel closer than ever before." - David and Lisa P.

Don't wait – take the first step towards a happier, healthier marriage today. Schedule your free consultation at [website/phone number].

In today's marketing landscape, one-size-fits-all does not work. By understanding your audience’s problems and writing targeted messages that resonate, you'll build stronger connections and achieve lasting success.

Want to see the PASS Framework created for your business? We offer Done-FOR-You services and workshops that will teach you how. Pick the solution that works best for you.