I built and sold 2 ecommerce brands and generated $10million+ in revenue using direct response e-commerce funnels. I make YouTube content and write long-form value emails about copywriting, VSLs, advertorials, and direct response marketing.
How to Actually Use Problem Agitation in VSLs
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How to Actually Use Problem Agitation in VSLs Most people misunderstand problem agitation. They think it’s about exaggerating pain until the viewer feels overwhelmed. That’s false. Problem agitation is powerful because it does something much deeper: it forces the viewer to emotionally experience the real consequences of inaction. Until your prospect truly feels the weight of their problem, they will not take action. They may nod, they may agree, they may even believe in your product, but they will not buy. Problem agitation bridges that gap. Done right, it transforms passive awareness into urgent desire. Why Agitation Works: People Buy to Escape Pain, Not to Gain Pleasure - Human psychology is wired around loss aversion. We feel the fear of losing much more strongly than the excitement of gaining. That means your VSL must make the pain of staying stuck bigger than the comfort of doing nothing. It Makes the Problem Real - Prospects already know their surface problem. Back pain, skin spots, poor sleep. But they often downplay it. When you agitate, you dimensionalize the problem: physical → real-life → emotional. Suddenly it’s not just back pain, it’s missing your grandson’s baseball game. Not just dark spots, it’s feeling invisible in a room. It Builds Contrast for the Solution - Without emotional agitation, your solution has no urgency. Agitation stretches the gap between “where they are” and “where they want to be.” The bigger the gap, the stronger the desire to cross it with your product. The Mechanics of Problem Agitation in VSLs Start with the Physical Layer - Describe the sensations in visceral language. Example: “It starts as a dull ache in your lower back, then sharp shooting pain down your legs. Every step feels like a knife in your spine.” Connect to Real-Life Consequences - Show how the physical limitation spills into daily life. “You struggle to sit through a family dinner. You can’t stand long enough to cook. Even simple tasks feel like battles.” Dig into the Emotional Cost - This is the deepest level. It’s where real persuasion happens. “You start to feel trapped in your own body. Embarrassed that you can’t keep up. Afraid this pain will steal the best years of your life.” Raise the Stakes with Future Consequences - Agitation is not just about the present. It’s about fear of what will happen if the problem escalates. “Left untreated, this can lead to permanent nerve damage. Surgery becomes your only option.” Now the pain is immediate and urgent. Do It Through Story - The most effective agitation is not abstract. It’s specific, human, and personal. Tell a story of someone relatable hitting rock bottom. Example: A mother with neuropathy so bad she can’t feel her child’s hand anymore. That’s agitation the viewer cannot ignore. Tactical Takeaway: Problem agitation is not about fear-mongering. It’s about dimensionalizing pain so vividly that the prospect finally feels it in their gut. Because until they feel it, they will not act. A VSL that agitates deeply creates urgency. A VSL that skips it blends into the noise. If you want sales, you need your viewer squirming in their chair, thinking: “I cannot live like this anymore.” P.S. If you want to learn more about using direct response and VSLs to scale offers, check out my private community: https://skool.com/ecom-blueprint1 |
Fernando Oliver
I built and sold 2 ecommerce brands and generated $10million+ in revenue using direct response e-commerce funnels. I make YouTube content and write long-form value emails about copywriting, VSLs, advertorials, and direct response marketing.
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