Welcome back to The DTC Insights newsletter. It’s Mark there from Dahaus Digital.

Happy Friday!

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Today, I want to dig into two powerful frameworks that are absolutely essential for e-commerce email copywriting: PAS (Problem, Agitate, Solution) and AIDA (Attention, Interest, Desire, Action).

These are the behind-the-scenes secrets that help you craft emails that convert readers into buyers—whether you're writing a sales email, a product launch, or a campaign to win back customers.

Quote of the Week:

“Good copywriting is plain speaking.” - David Ogilvy

Top Links of the Week:

Klaviyo Tutorial: How to Make High Converting Abandoned Cart And Checkout Flows in 2024

Video Here (link)

Klaviyo Email Marketing Tutorial For Beginners (Step By Step)

Video Here (link)

How To Make High-Converting Ecommerce Email Marketing Campaigns

Video Here (link)

The Insights

1. PAS: Problem, Agitate, Solution

The PAS formula is a classic copywriting technique that’s perfect for addressing customer pain points and guiding them to your solution. Here’s how it breaks down:

Problem:

First, start by identifying a problem your audience is facing. The more specific you can get, the better. In e-commerce, this could be anything from a frustration with slow shipping to a desire for more eco-friendly products.

Example:

“Struggling to find workout gear that’s comfortable and actually lasts?”

Agitate:

Next, twist the knife a little by digging deeper into that pain point. Make your audience feel the urgency of their problem and help them recognize why it needs to be solved.

Example:

“You deserve gym wear that performs as hard as you do, but instead, you’re left with flimsy fabrics that barely survive a few sessions.”

Solution:

Finally, present your product as the solution to their problem. Keep it clear and actionable, showing exactly how your product can make their life easier or better.

Example:

“With our performance-focused gym wear, you’ll have reliable, long-lasting gear that supports every squat, sprint, and stretch. Plus, it’s made with durable, moisture-wicking fabric that’ll go the distance.”

Why it works:

PAS works because it draws people in emotionally by focusing on their problem and creating a sense of urgency before offering a way out. This formula is great for product promotions, abandoned cart emails, or re-engagement campaigns.

2. AIDA: Attention, Interest, Desire, Action

The AIDA formula is another go-to framework, specifically designed to lead the reader through a clear path to purchase. It’s perfect for converting skeptical readers or educating them on a new product.

Attention:

Grab their attention right from the start. This could be with a strong headline, a bold statement, or even a provocative question. The goal is to hook them so they keep reading.

Example:

“Ready to level up your workout game?”

Interest:

Next, pique their interest by telling them what makes your product stand out. Share benefits, features, or unique selling points that are relevant to their needs.

Example:

“Our premium gym wear isn’t just built for looks—it’s crafted for peak performance, using fabric that’s flexible, moisture-wicking, and tough enough for any workout.”

Desire:

Now, create desire by connecting the benefits of your product to your audience’s lifestyle. Use persuasive language to make them feel like they need what you’re offering.

Example:

“Imagine hitting the gym feeling confident in gear that moves with you and lasts workout after workout. You’ll never have to worry about your clothes holding you back.”

Action:

Finally, end with a strong call to action (CTA). Make it clear what you want them to do—whether it’s making a purchase, signing up for SMS, or checking out a new collection.

Example:

“Shop Premium Gym Wear”

Why it works:

AIDA guides your reader through a structured journey, making sure each step leads naturally to the next. This framework is perfect for product launches, seasonal promotions, or any email where you need to walk your reader from curiosity to action.

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