---
genome: copywriting
reference: frameworks-pms-research
load_priority: high
---

# PMS Research — Problems, Myths, Dreams

Foundational audience research framework. Before writing, map the audience along three dimensions.

## The 3 dimensions

### P — Problems

What the audience faces, in **their words** (not yours).

**Layers:**
- Surface problems (what they explicitly complain about)
- Hidden problems (what they don't talk about but feel)
- Identity problems (how the problem affects their self-image)
- Future-state problems (who they're becoming if they don't change)

**Output:** a list of specific problems, ideally with verbatim quotes from research.

### M — Myths

The lies / misconceptions / false beliefs that keep them stuck.

**Categories:**
- **Vehicle myths:** "This kind of solution doesn't work"
- **Internal myths:** "I'm not capable / disciplined / talented enough"
- **External myths:** "My situation is too unique / too constrained"
- **Industry myths:** "The category is X" (when it's actually Y)
- **Solution myths:** "The fix is X" (when it's actually Y)

**Output:** a list of myths to invalidate or reframe in the copy.

### S — Dreams

What they want — specific, emotional, visualizable.

**Layers:**
- Tangible dreams (numbers, achievements, possessions)
- Identity dreams (who they become)
- Relational dreams (how relationships shift)
- Status dreams (how they're perceived)
- Future-self dreams (the trajectory the dreams unlock)

**Output:** a list of dreams ranked by emotional intensity per avatar.

## Why P + M + S together

Each dimension alone is incomplete:

- **Problems alone:** copy that articulates pain but doesn't shift belief
- **Myths alone:** copy that breaks beliefs but doesn't connect to specific pain
- **Dreams alone:** copy that paints aspiration but doesn't anchor in current reality

PMS together produces:
- **P:** "I see you" (current state empathy)
- **M:** "Here's why you're stuck" (belief shift)
- **S:** "Here's where you can go" (aspirational pull)

The three dimensions form a complete persuasion arc.

## How PMS feeds the 5-act structure

| Act | PMS dimension |
|-----|---------------|
| **1. Lead** | Problem articulated through curiosity |
| **2. Background** | Author's own P→S journey (relatable origin) |
| **3. Mechanism** | Myths invalidated; new mechanism explains why |
| **4. Offer** | Mechanism packaged as the path from current P to specific S |
| **5. Close** | Two Paths — stay in P (myths intact) vs. move toward S (myths broken) |

PMS research **feeds the entire 5-act structure**. Without PMS, every act is guesswork.

## Research methods (per dimension)

### For Problems
- Customer interviews (15-30 min, focus on frustrations)
- Forum / Reddit / community harvesting (where they vent)
- Sales call transcripts (where pain is named)
- Email reply analysis (replies to past campaigns)
- 1-star competitor reviews (hidden pain reveals)

### For Myths
- "What do you believe is true about [problem]?"
- "Why do you think previous attempts failed?"
- "Who's wrong about [topic] in your opinion?"
- "What 'common knowledge' do you doubt?"

### For Dreams
- "If [problem] disappeared tomorrow, what would change?"
- "Who do you want to become?"
- "What does success look like in 5 years?"
- "What would you do if [constraint] didn't exist?"

## Output format (PMS research file)

Standard structure:

```
## Problems

### Surface
- "[verbatim quote from interview]"
- "[verbatim quote]"

### Hidden
- [hidden pain articulated in their language]

### Identity
- [identity-level problem]

## Myths

### Vehicle
- "[myth verbatim or paraphrased]"

### Internal
- "[myth]"

### External
- "[myth]"

## Dreams

### Tangible
- [specific outcomes with numbers]

### Identity
- [who they become]

### Status
- [how they're perceived]
```

## Time investment

PMS research typically takes:
- **Quick:** 4-8 hours for a small project
- **Standard:** 1-2 days for a typical sales page
- **Deep:** 3-5 days for a high-stakes launch
- **Continuous:** ongoing customer interviews for mature businesses

The investment compounds — every copy decision becomes faster and more accurate when PMS is rigorous.

## Why PMS comes BEFORE writing

The discipline: **never write copy without PMS.** Reasons:

- Without P, the copy is generic
- Without M, the copy doesn't shift beliefs
- Without S, the copy lacks aspirational pull
- Without all three, the copy is guesswork

Writing without PMS is the most common foundational violation — and it's the cheapest fix (do the research).

## Common violations

### Violation 1 — Demographics instead of PMS
Symptom: avatar is "30-50 year old women" — useless for copy.

Fix: do all 3 PMS dimensions, not just demographics.

### Violation 2 — Surface problems only
Symptom: copy addresses what the prospect already knows; no leverage.

Fix: research hidden + identity + future-state problems.

### Violation 3 — Generic dreams
Symptom: "they want to be successful" — not specific enough.

Fix: get specific (numbers, identity statements, relational outcomes).

### Violation 4 — Skipping myths
Symptom: copy doesn't break beliefs; reader stays stuck.

Fix: catalog myths explicitly; address each in Act 3 (Mechanism).

### Violation 5 — Inferred PMS instead of researched
Symptom: copy feels like the copywriter's projection, not the audience's reality.

Fix: do actual research — interviews, forums, transcripts, surveys.

## Modern application

PMS transfers to all direct response formats:
- Sales pages (Acts 1-5 each draw on PMS)
- VSLs (PMS feeds the script)
- Email sequences (each email targets specific P / M / S)
- Webinar pitches (Brunson's "break 3 beliefs" = M dimension)
- Course launches (PMS = the audience profile)
- Coaching offers (PMS = ideal client profile)

The format adapts; PMS is universal.

## Connection to Schwartz Awareness Levels

PMS depth varies by awareness level:

| Awareness | PMS emphasis |
|-----------|--------------|
| Level 1 (Unaware) | P-heavy (build problem awareness) |
| Level 2 (Problem Aware) | M-heavy (break myths about why they're stuck) |
| Level 3 (Solution Aware) | M + S (myths about competitors + dreams) |
| Level 4 (Product Aware) | S-heavy (paint specific outcomes) |
| Level 5 (Most Aware) | Compressed PMS; direct close |

The 3 dimensions are universal; their proportional emphasis varies by Schwartz level.
