Master the Problem-Agitation-Solution Strategy to Write Winning Postdoc Applications
How I Used a Copywriting Framework to Write a Winning Research Proposal
When you think about writing a research proposal, copywriting might not be the first thing that comes to mind. After all, copywriting is about selling products or services, while research proposals aim to solve real-world problems, often on a significant scale.
But here’s the connection: with your postdoctoral research, you’re essentially applying for funding.
Like it or not, you need to convince the selection committee of the importance of your project. In other words, you have to sell it.
So why not borrow techniques from those who specialize in persuasion?
The Copywriting Formula I Use: PAS
Copywriters often rely on formulas to create compelling messages, and one of the most effective is PAS, which stands for:
- Problem
- Agitation
- Solution
This simple structure is surprisingly versatile and works beautifully for crafting research proposals. Here’s how you can apply it:
1. Identify the Problem
At the heart of every research proposal is a problem you’re trying to solve. But this isn’t just about identifying a gap in the literature. It’s about uncovering a real-world issue that has tangible, negative consequences for people, systems, or the environment.
Ask yourself:
- What problem does my research address?
- Who is affected by this problem, and how?
- Why does this problem matter right now?
Clearly articulating the problem makes your proposal relatable and grounded in reality.
2. Agitate the Problem
Once you’ve identified the problem, you need to make it urgent. Why does this issue need to be addressed immediately? What’s at stake if it isn’t solved?
This is where you highlight the negative consequences of leaving the problem unresolved. Use concrete examples, data, or scenarios to emphasize the urgency and importance of addressing the issue.
The goal is to show the selection committee that the problem can no longer be ignored.
3. Propose the Solution
Now, it’s time for you to step in as the hero. This is where you present your research project as the solution to the problem you’ve just outlined.
Your solution should directly address the core issue and demonstrate how your research will have a meaningful, positive impact. This is also your chance to showcase the originality and feasibility of your approach.
Why PAS Works
The PAS framework helps you create a narrative flow that’s logical, persuasive, and easy to follow. By addressing a problem, highlighting its urgency, and offering a clear solution, you guide the reader to see your project as essential and worthy of funding.
See PAS in Action
To give you a better sense of how to implement PAS in your own proposals, here’s an example from one of my research proposals: postdoc research proposal.
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By borrowing a technique from the world of copywriting, you can transform your research proposals into compelling, persuasive documents that stand out to selection committees.
Let me know how it works for you. ☺️