DOS Copywriting Formula

Desire Obstacle Solution

It seems this framework works best in post-covid times than, in some cases, PAS. Maybe because people are tired of stressful situations, anxiety, and negativity.

Desire. This framework leads with the outcome. Start with the thing your One Reader desires the most.
Obstacle. Talk about what’s getting in the way to obtain the thing your One reader desires.
Solution. Tell them how they can get all these obstacles out of the way. Present your offer. There are two ways of doing this:

  • In the same email or copy where you are using the DOS formula.
  • Pushing your reader toward a landing page, video, blog post, or wherever place you want to direct them.