Have you heard of the PAS framework in copywriting?
It stands for Problem-Agitate-Solution and is a technique many copywriters use to create compelling content.
You start by highlighting a problem, then agitate it, and finally, present a solution.
Think of it like this:
You’re talking to a friend who’s feeling frustrated because they can’t seem to find a good job.
You acknowledge their problem (the job search is tough), agitate it by talking about how competitive the job market is, and then present a solution (maybe a job-searching app or a career coach).
Using this framework can help you create copy that resonates with your audience and drives conversions.
In this article, you will learn how to use it properly, its strong and weak points, and some good and bad examples.
PAS stands for “Problem, Action, Solution.”
It’s a framework that copywriters use to structure their writing in a way that’s clear and easy for readers to follow.
The PAS formula is made up of three parts:
1. The Problem: This is the problem that your reader is facing, his pain point or your customer’s problem.
2. The Action: This is what you want your reader to do to solve the problem.
3. The Solution: This is your solution to the problem that your reader is facing.
It can also help you create a logical progression from one point to another, which can make your writing more persuasive.
How does the PAS framework work?
Using the PAS copywriting formula is a great way to create content that really resonates with your audience and drives results.
Here’s how you can use it:
Problem – Start by identifying a problem (pain point) that your target audience is experiencing.
This could be anything from struggling to find a good job to dealing with chronic pain.
The key is to make sure that the problem is something your audience can relate to and that your product or service can help solve it.
Agitate – Once you’ve identified the problem, it’s time to “agitate” it.
This means making it feel more urgent or relatable by describing the negative impact it’s having on your audience’s life.
For example, if you’re selling a weight loss product, you could talk about how being overweight is affecting your audience’s health and self-esteem.
Solution – Finally, it’s time to present your solution.
This is where you introduce your product or service as the answer to your audience’s problem.
Make sure to highlight the benefits of your product or service and how it can make a real difference in your audience’s life.
Remember, the PAS formula is all about creating content that speaks to your audience’s needs and desires.
By following these three steps, you can create copy that really resonates with your audience and drives conversions.
You can use it everywhere, on your landing pages, in your social media posts, write copy for persuasive messages…
Effectively grabs attention
The PAS formula is a proven technique for grabbing your audience’s attention and keeping them engaged.
By highlighting a problem your audience is experiencing, agitating it, and presenting a solution, the PAS copywriting formula helps you create content that’s relatable to your audience.
The framework is designed to be persuasive, which can help you drive conversions and achieve your marketing goals.
The PAS framework provides a structured approach to creating copy, which can make the writing process easier and more efficient.
It is very easy to use!
Can feel formulaic
The PAS formula can make your copy feel formulaic or cookie-cutter in your blog post, landing page…, which can be a turn-off to some readers.
Because the PAS framework is so popular, some readers may have seen it before and become immune to its effectiveness (so many landing pages with this writing formula…)
May not work for all products/services
The PAS framework is best suited for products or services that solve a specific problem or meet a specific need.
If your product or service doesn’t fit this criterion, the framework may not be as effective.
Following a strict framework can limit your creativity and prevent you from exploring other, potentially more effective, copywriting techniques.
Whenever you use the PAS copywriting framework, make sure don’t go too far:
Exaggerating or creating false problems
Imagine you’re scrolling through Instagram and you see an ad for a weight loss supplement that says “Are you tired of feeling bloated and uncomfortable all the time? Being overweight is putting your health at risk and making you feel terrible.”
While being overweight can certainly have negative health consequences, this ad is exaggerating the problem and creating a sense of urgency that may not be justified.
Over-agitating the problem
Let’s say you’re researching car insurance and you come across a website that says “Car accidents are one of the leading causes of death in the United States. If you’re not careful, you could be the next victim.”
This website is over-agitating the problem and using fear tactics to try to get you to sign up for their insurance.
While car accidents can certainly be dangerous and even deadly, this kind of fear-mongering can be off-putting and make you distrustful of the brand.
Focusing too much on the problem, and not enough on the solution
Imagine you’re looking for a new pair of shoes and you come across a website that says “Are your feet sore and tired from wearing uncomfortable shoes? We know how you feel. That’s why we offer a wide selection of shoes in all sizes and styles.”
While it’s important to acknowledge the problem of uncomfortable shoes, this website is not providing a strong solution.
Instead, they’re simply stating that they offer a wide selection of shoes, which is not necessarily enough to convince you to buy from them.
This would be an example of bad use of the PAS framework because they’re not providing a compelling solution to the problem they’re highlighting.
Relatable and urgent problem
Imagine you’re scrolling through social media and you see an ad for a home security system that says
“Are you worried about keeping your family safe? With crime rates on the rise, it’s more important than ever to have a reliable home security system.”
This ad is using the PAS copywriting framework effectively by highlighting a relatable and urgent problem – keeping your family safe – and creating a sense of urgency around it.
By presenting their security system as the solution, they’re effectively persuading their audience to take action and purchase their product.
Emotional problem and solution
Let’s say you’re looking for a new pillow and you come across a website that says
“Are you tired of waking up with a stiff neck and sore shoulders? Our memory foam pillow is designed to contour to your head and neck, providing the perfect amount of support for a good night’s sleep.”
This website is using the PAS framework effectively by highlighting an emotional problem – waking up in pain – and providing a solution that’s specifically designed to address that problem.
By focusing on the solution, they’re persuading their audience to try their product and potentially improve their sleep quality.
Clear problem and unique solution
Imagine you’re in the market for a new blender and you come across a website that says “Tired of blender blades getting stuck and unevenly blending your smoothie? Our patented blending technology ensures a perfectly smooth blend every time.”
This website is using the PAS framework effectively by highlighting a clear problem – unevenly blended smoothies – and presenting a unique solution that sets them apart from its competitors.
By emphasizing the unique benefits of their blender, they’re effectively persuading their target audience to choose their product over others.
AIDA and PAS are both copywriting formulas that can help copywriters create effective marketing messages.
AIDA stands for Attention, Interest, Desire, and Action, while PAS stands for Problem, Agitate, and Solution.
Both frameworks are designed to guide the reader through a specific sequence of thoughts and emotions, ultimately leading to a desired action (like making a purchase).
AIDA is a great framework to use when you’re trying to grab your target audience’s attention and create interest in your product or service.
This framework starts with Attention and Interest, where you want to make sure you’re grabbing your reader’s attention and giving them a reason to keep reading.
Then, you move on to Desire, where you’re building interest in your product by highlighting its unique benefits and features.
Finally, you end with Action, where you’re encouraging your audience to take a specific action (like making a purchase).
PAS, on the other hand, is a great framework to use when your audience is already aware of the problem you’re trying to solve.
This framework starts with the Problem, where you’re acknowledging the problem your audience is experiencing.
Then, you move on to Agitate, where you’re emphasizing the pain points associated with the problem and creating a sense of urgency.
Finally, you end with a Solution, where you’re presenting your product or service as the solution to the problem.
In general, you might use AIDA when you’re trying to generate interest in a new product or service, while you might use PAS when you’re trying to convince an audience that’s already aware of the problem to take action.
However, the specific framework you choose will depend on your goals and your audience, so it’s always important to consider what will resonate best with your specific target market.
If you’re looking for a way to create killer marketing messages, the PAS framework is definitely worth checking out!
By highlighting the Problem, Agitating the pain points, and presenting a clear Solution, you can guide your audience through a specific sequence of thoughts and emotions that lead to action.
Of course, like any framework, PAS might not be the best fit for every situation, so it’s important to consider your goals and audience.
But if you’re looking to create messages that pack a punch, PAS is a tool you definitely want in your marketing toolkit!
Give it a try and see how it works for you – and don’t forget to have some fun along the way!
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