PASS Technique
Tuesday, October 21, 2008 7:12
Businesses of different nature all have the ability to reap huge benefits by making small improvements in the process of marketing. By leveraging some core elements in operation, a business can create plentiful and consistent opportunities in sales. One factor that can produce significant improvement is the techniques adopted to communicate the marketing message of the business to the target audience.
One of the most powerful forces in the marketing process is the skill of persuasion. The success in conveying the benefits and solutions a product or service could provide to the target market is the key to a business success. As mentioned before, the public relation management could be of great help to throw the customers a with the tailored marketing message. At the other hand, as people tend to be highly motivated to action on specific problems, dissatisfaction or challenges that cause their pain, stress as well as discomfort in their life, the communication technique of PASS (Problem – Agitation – Story – Solution), which utilizes this powerful psychological trigger, could be another effective technique that could help improve the persuasion skills.
The key characteristic of this communication technique is to motivate the customers to take action by stimulating their emotional needs to solve the problem and relieve the attached stress.
Here are the steps to use the PASS technique in the marketing materials.
1. Problem. In this stage, the problem the customers are experiencing defined and clearly addressed to triggers an emotional response. Time should be taken to think about the pain or discomfort the customers are feeling.
2. Agitation. After the problems are clearly defined, the customers should be urged to feel the possible sense of loss or missed opportunity that could happen if they don’t take nay action.
3. Story. A relevant story told by someone who shared the same problem and how they benefited by solving the problem with a special product or service could be very useful. It helps educate the customers on the benefits they can get via purchasing certain products or service.
4. Solution. Last but not least, the customers require a solution to the problem with the help of a product or service. Detailed benefits, examples and testimonials of previous satisfied clients and customers should be provided.
For successful case studies of this formula in practice, watch any of the hundreds of TV commercial that are broadcast over daily. There’s a reason they utilize the communication technique of PASS–it works!
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