What Is The PAS Framework? (A Foolproof Way To Always Captivate Your Audience)

In the creative world of copywriting, the Problem-Agitate-Solution (PAS) framework acts like a source of encouragement for your audience to carry out the actions that you want them to undertake. 

It’s not merely just a saying, but it’s designed in a way that captures your audience’s attention, stirs their emotions, and finally, provides them with a solution to any sort of problem that they’re currently dealing with.

Understanding how it works and utilizing this in your content will not only deepen your relationship with your audience, but also separate you from the rest of your competitors.

If you’re ready to learn how to boost your copywriting skills and take your content from adequate to amazing, then keep on scrolling.  

The Problem-Agitate-Solution Formula

A messy and cluttered desk with crumpled paper, unopened and opened notebooks scattered on top of one another, and an unused laptop buried under all of it.

In simple terms, the PAS formula is a tried and tested method of copywriting that gets your point across in a way that will be the most memorable for your audience. 

Let’s go over them one by one:

State The Problem

These are the pain points that you first need to identify. Begin by describing an issue that your audience is currently facing, and make it relevant, urgent, and specific. The idea here is to capture their attention by addressing a topic they actually care about.

Agitate Those Pain Points

After you highlight the problem, amplify the inconvenience. Underline how awful their problems are and empathize with their frustrations. In doing this, you’re establishing a deep and meaningful connection with your audience.

Provide Them With A Solution

Lastly, this is where your product or solution makes an appearance and presents itself like a good Samaritan that’s going to help lessen their pain. Wrap it up by offering a direct and convincing solution that your audience won’t be able to resist.

As you might have already noticed, it follows a fairly simple yet powerful structure that keeps your audience glued to your content and will want to keep reading for more.

You can use this method on anything your writing about.

Whether you’re using it on a Facebook group you’re trying to make money with, or just an informational blog post, it’s always good practice to incorporate the PAS formula.

It’s no wonder why every successful content writer harps about this method!

So, here’s a rundown of a list of a couple strategies that you can take advantage of to create influential copy for your own content.

The 4 Steps on how to Formulate Persuasive PAS Content 

Step 1: Pinpoint The Problem

3 blue and 1 red push pins that are shaped like flags put beside each other.

By doing this in the very beginning of your content, your goal is to identify your audience’s pain point as precisely as you can. 

This way, the opening lines of your content will immediately captivate your audience’s curiosity and encourage them to read through the rest of the text.

To do this effectively, thoroughly research what most people are currently struggling with so that it’s easier for you to understand where they’re coming from.

For example, you can start off by saying something like “Do you often find yourself racing against the clock and getting overwhelmed by a huge pile of tasks that don’t seem to ever end?

The sample above shows that the writer clearly understands what his or her audience is going through when it comes to stressful time management by highlighting the struggles and pain that they’re experiencing.  

You need to put yourself in your audience’s shoes and ask yourself questions that are possibly at the forefront of their minds. 

Also, when you’ve got your problem, frame it in a way that emotionally charges your target audience as a way to set up the bait for the next couple of steps.

Step 2: Agitate Their Emotions

A ginger-colored, curly-haired woman sitting in front of her laptop, looking at her laptop agitatedly with furrowed brows.

When people are scrolling through your content, always keep in mind that your audience wants to know what the benefits are and what’s in it for them.

So go on and build the problem up!

Don’t be afraid to poke the bear and rile your audience up by adding salt to the already existing problems that they have. 

You could do this by revealing the possible consequences that they have to face if they continue to let the problem run free, or express how much easier their lives will get if the problem would be removed from their lives entirely.

However you go about this, your main objective is to let your audience know that you can sympathize with where they are and that they feel the immediate need to invest in your products and services.

The more that people think of the negative consequences of ignoring their problems, the more likely it is for them to be concerned and actually take the necessary actions.

Step 3: Grant A Solution

A smiling woman in a teal-colored shirt, sitting on the floor and holding up a sign with a big light bulb drawn on it.

Finally, this is your chance to show your audience that you’ve got what they need and that they don’t have to look anywhere else.

Introduce your product or service as a beacon of hope and highlight all of its exclusive benefits and note-worthy features.

By showcasing how what you’re offering can improve your audience’s quality of life, they’ll be more eager to get their hands on it and take immediate action. 

Step 4: Include A Call To Action

An example of a call-to-action button that encourages visitors to apply to the website's services.

So you’ve done all of that, but for some reason, your audience is still on the fence whether or not they want to purchase your product.

(There’s still one last thing you can do!)

By incorporating a call-to-action in your content, it could serve as that one final push that will transform your audience’s unsure maybe into an enthusiastic most definitely!

Make it a habit to end your copy with a bold and eye-catching call to action, and use action-oriented speech to remind your audience to take the appropriate response by either purchasing a product or signing up to a program.

Why You Should Incorporate PAS Into Your Copywriting

A 3D question mark in blue on a peach-colored surface.

Well, why shouldn’t you?

Embracing the Problem-Agitate-Solution method and adding it into most, if not all of your content is a surefire way to relate more to your audience by tapping into their emotions and inner desires.

Acknowledge their problems, agitate those feelings, and then swoop in with a solution and by providing them a way out of the mess they’re presently in.

Additionally, PAS isn’t just about selling what you’ve got to your audience.

Rather, it’s about making a real difference in people’s lives by showing them that they’re not alone in their struggles and there’s light at the end of the tunnel.

How To Boost The Efficacy Of PAS (5 Bonus Tips)

To maintain an optimal and effective PAS in your copywriting, here are a couple of bonus pieces of knowledge to keep in mind:

  • Understand Your Audience Deeply: Before anything else, it’s crucial to get to know your audience. Take the time to really get to know all of their pain points, fears, and desires in order to craft messages that truly resonate with them.
  • Be Authentic: Don’t ever trick your audience by presenting false solutions or over-the-top agitation. It’s important to always be authentic to build trust with your audience and establish credibility.
  • Properly Balance Emotional Agitation: As much as it is essential, make sure to not overdo it and end up pushing your audience too far off the edge. Know your audience’s limits and balance how much or little you push their buttons.
  • Get Creative With It: Capture your audience’s attention using entertaining and intriguing storytelling strategies. This could either be in the form of visuals or written texts (or even both!) This helps to weave an engaging story that draws them in and keeps them hooked.
  • Test It Out: Once you’ve got a basic understanding of how to create compelling content using the PAS Method, don’t be afraid to play around with different forms of PAS to decide which one relates with your audience best. Make adjustments and fine-tune your technique for the most optimal content. 

Do You Want To Do It Yourself But Feel Overwhelmed And Don’t Know How To Start?

Even if you’ve already read through this entire article (which we appreciate, by the way), you may still not have a clue where to even begin. 

You might be feeling a little downcast, and wonder why even try implementing PAS when everybody else is already so far into the game.

Well if this is you, don’t worry because we’ve got your back!

(See what I did there?)

By signing up for our free online audits, we not only help you build your ideas from scratch, but we also give constructive input and feedback to help you take your copywriting skills and strategies to the next level.

So, what are you waiting for?


Can I Use The PAS Formula In Every Type Of Marketing Content?

Certainly! The PAS formula can be applied to any type of marketing copy, including website content, social media posts, emails, and ads. 

Is It Necessary to Agitate The Problem?

Agitating the situation can serve to create a sense of urgency and intensify the problem, motivating your audience to take action. Having said that, it’s critical to maintain a balance and avoid overdoing it. 

Can You Use Humor In All Kinds Of Marketing Copy?

Humor can be a powerful tool in marketing copy, but it’s important to use it appropriately and in a way that resonates with your audience.

What’s The Difference Between Marketing Copy And Content?

Copywriting comprises creating captivating text that may be used in advertising or promotional materials. Content writing, on the other hand, may require creating more detailed and educational materials. Both are essential elements of every marketing campaign.

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