PAS Framework
A classic copywriting formula that identifies a Problem, Agitates the pain, and presents a Solution.
Also known as: PAS, Problem-Agitate-Solution, Problem Agitate Solution Formula
Category: Writing & Content Creation
Tags: copywriting, marketing, communications, persuasion, frameworks, writing, content-creation, businesses
Explanation
The PAS Framework is a time-tested copywriting formula designed to persuade readers by tapping into their pain points and presenting a compelling solution. It's one of the most effective structures for sales copy, marketing emails, landing pages, and advertisements.
**The Three Steps**:
- **P - Problem**: Start by identifying a specific problem your audience faces. This should resonate deeply with their current struggles, frustrations, or unmet needs. The more specific and relatable, the better.
- **A - Agitate**: Amplify the problem by exploring its negative consequences. Paint a vivid picture of what happens if the problem goes unsolved. This emotional amplification creates urgency and makes readers more receptive to solutions. Be careful not to manipulate or exaggerate - the agitation should be truthful and relevant.
- **S - Solution**: Present your product, service, or idea as the natural solution to the problem. Explain how it addresses the pain points and eliminates the negative consequences you've outlined. Show the transformation from problem state to solved state.
**When to Use PAS**:
- Sales pages and landing pages
- Marketing emails and email sequences
- Ad copy (Facebook, Google, LinkedIn)
- Product descriptions
- Pitch decks and presentations
- Blog posts promoting solutions
**Example**:
*Problem*: "Struggling to keep track of all your notes and ideas across different apps?"
*Agitate*: "You waste hours searching for that one important note. Great insights get lost in the chaos. Your productivity suffers, and you feel overwhelmed by digital clutter."
*Solution*: "Our unified note-taking system brings everything together in one place, with powerful search and organization features that help you find anything in seconds."
**Best Practices**:
- Keep the problem specific and relatable to your target audience
- Agitate authentically without fear-mongering or manipulation
- Make the solution feel like a natural, inevitable next step
- Use concrete examples and vivid language
- Test different levels of agitation for your audience
**Variations**:
- PASO (Problem-Agitate-Solution-Outcome): Adds a fourth step showing the positive outcome
- PASOC (adds Call-to-action after Outcome)
- Some marketers add "Empathy" before Problem (EPAS) to build rapport first
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