Episode 68: The Secret Sauce to Copy That Sells with Stacy braga
Are You Stuck on What to Say? Learn How to Create Messaging That Connects.
Have you ever stared at a blank screen, unsure how to start writing about your offer? Or worse, written something that didn’t resonate with your audience and left you wondering what went wrong? You’re not alone.
This week on the podcast, I sat down with Stacy Braga, a former teacher turned copywriting pro, to talk about how she helps entrepreneurs create messaging that connects and sells—without feeling pushy. Stacy’s PAS+YOU framework is a game-changer for anyone looking to transform their copy and get results.
How Stacy Went From Teaching to Writing Copy That Drives Results
Stacy spent over a decade in the classroom, teaching early grades and coaching other teachers. But the thought of staying in education for 30 more years felt overwhelming. So, she made the leap—without a plan.
“I don’t recommend quitting without a plan,” Stacy joked, “but I knew I needed to do something different. I came across a copywriting course designed for former teachers, and it clicked. I already had so many transferable skills from teaching—reflection, communication, organization—and I realized I could make a real impact helping others through copywriting.”
Today, Stacy runs a thriving copywriting business and membership where she teaches entrepreneurs how to craft messaging that connects, builds trust, and ultimately converts.
The PAS+YOU Framework: A Simple Tool to Make Your Copy Work Harder
At the core of Stacy’s copywriting success is her PAS+YOU framework, a structured approach that helps entrepreneurs clarify their messaging.
Here’s how it works:
Problem: Identify what your audience is struggling with.
Use storytelling to paint a picture of their struggles. The more specific, the better! Even if the exact scenario doesn’t match, your audience will connect with the emotions.
Agitate: Highlight why these problems matter.
Zoom out to show the ripple effect of their challenges. If they’re overspending at Target, for example, it might point to a lack of budgeting affecting other areas of their life.
Solution: Offer practical advice or tips.
Don’t rush into your offer. Instead, provide actionable value to build trust and credibility.
You: Bring in your unique story and personality.
Share why you created your offer and how your experience makes you the perfect person to help them.
This framework simplifies the process of writing copy by focusing on your audience’s journey and weaving in your story naturally.
Why Prelaunch Messaging Is the Key to Building Trust Before You Sell
One of the biggest mistakes Stacy sees entrepreneurs make is skipping straight to the sale. “Your audience needs to know why they should care about your offer and why now is the right time to act,” she explained.
Stacy recommends using the PAS+YOU framework during the prelaunch phase to:
Validate your audience’s struggles.
Share valuable tips that position you as an expert.
Build trust and connection by sharing relatable stories.
This approach creates a foundation of trust so that when you do introduce your offer, your audience is ready to take action.
How to Build Trust and Connection Before You Even Mention Your Offer
When it comes to messaging, one of Stacy’s go-to strategies is listening to her clients—and even her clients’ clients.
“I always start with conversations,” Stacy said. “I interview my clients’ customers to find out why they joined and what results they’ve experienced. It gives me insights I wouldn’t have thought of and helps me highlight transformations that resonate with others.”
If you’re just starting out and don’t have clients yet, Stacy recommends:
Social listening on platforms like Reddit and Threads.
Taking note of questions and objections during sales conversations.
Looking for patterns in the language your audience uses.
Stop Guessing: Learn How to Write Copy That Resonates and Converts
For Stacy, the key to writing great copy is progress over perfection.
“It’s okay to be in the spaghetti-throwing-at-the-wall phase,” she said. “Your messaging will evolve over time, and it’s more important to test and refine than to wait for it to be perfect.”
Even seasoned entrepreneurs experiment with their messaging. The goal is to consistently build relationships, share your story, and show your audience how you can help them.
How to Use Storytelling to Make Your Marketing More Memorable
One of Stacy’s favorite strategies is storytelling. By sharing relatable, specific stories, you help your audience see themselves in the narrative.
“When you’re specific, it’s not about matching every detail—it’s about capturing the emotion,” Stacy said. “That’s what builds connection and trust.”
For example, if your audience struggles with budgeting, you might tell a story about overspending at Target and realizing it’s time to reevaluate your finances. The feeling of frustration is what resonates, even if their circumstances are different.
