Looking to make your marketing copy irresistibly engaging? There’s one framework proven to do just that: the PAS approach. It’s designed to grab attention, connect with your audience’s needs, and guide them toward the solutions they’re looking for. Understanding and using the PAS formula effectively can mean the difference between good content and content that converts.
What’s PAS, and Why Should You Care?
The PAS formula — short for Problem, Agitate, Solve — isn’t just another buzzword in copywriting. It’s a framework that taps into the psychology of decision-making. People are naturally motivated by the desire to address their problems, and PAS harnesses this by focusing on the issue first, intensifying it, and then introducing a solution. Think of it as a way to lead your reader from frustration to relief — and it’s especially powerful for marketing professionals aiming to connect with their target audience.
The Power of Problem-First Copywriting
Let’s start with the first step in PAS: identifying the problem. Picture yourself as a reader who’s come across an ad or an email. What catches your eye more? A statement that mirrors a struggle you’re dealing with or one that’s cheerfully optimistic? Most people respond to the former because it speaks directly to their experiences and challenges. In marketing copy, pointing out the problem aligns your message with the reader’s existing mindset, making it feel relevant and trustworthy.
A straightforward way to identify the problem is to think about your audience’s “pain points.” What recurring issues do they face that your product or service addresses? Address that directly, and you’re halfway to connecting with them.
Agitate: Making the Problem Unignorable
Here’s where it gets interesting. After stating the problem, PAS emphasizes “agitation,” which involves intensifying that problem. Why make it worse? Because this step reinforces the impact that the issue has on the reader’s life, making them more open to seeking a solution.
Imagine you’re selling a tool to help organize digital files. You start with the problem: “Feeling buried under endless files and emails?” Then, you agitate: “Wasting hours each week searching for documents means missed deadlines, stress, and potential errors.” This takes the issue from an everyday inconvenience to a source of real frustration and urgency.
This step is all about empathy and understanding. You’re not just pointing out a problem; you’re acknowledging the consequences and validating the reader’s experience. Done well, it positions your brand as someone who truly “gets it.”
The Solution: Offering Relief and Resolution
The final step, “Solve,” is where you swoop in with the answer. It’s crucial that the solution feels as specific and relevant as the problem itself. Here’s where you show them exactly how your product or service can resolve that nagging issue they’re facing.
Returning to our digital organization tool example, your solution might sound like this: “Our tool organizes your files intuitively, giving you instant access to everything you need in one place.” This solution directly addresses the problem and counters the agitation, providing a clear benefit that feels like a natural step forward.
One of the most critical aspects here is to ensure that the solution feels achievable and immediate. After agitating the problem, the reader should feel almost relieved to hear there’s a way out — and ideally, they’ll be ready to act.
Add Depth with Emotion and Sensory Language
Effective PAS copy doesn’t just point out problems — it makes them feel real. By adding layers of emotion and sensory language, you can create a vivid experience that resonates deeply with your audience. For example, instead of saying, “Finding files is frustrating,” try, “Ever feel like you’re drowning in a sea of endless files, only to surface stressed and empty-handed?” This paints a clear picture, evoking a sense of urgency. Sensory language and emotional cues help amplify the problem, drawing readers in and making the solution feel more like a lifeline than just another product feature. When readers see their own experiences mirrored in your words, the connection strengthens, making them more likely to see your solution as their ideal answer.
1. Layer in Emotion
When identifying the problem, consider the emotional angle. Think beyond the logical effects of a problem and address how it feels — frustration, anxiety, or even relief at finding a solution. Emotion adds depth and helps the reader feel truly understood.
2. Use Real-World Examples
Adding relatable examples that show PAS in action can strengthen the content. For instance, if discussing how PAS can work for email marketing, use a real (or hypothetical) email that follows PAS to show how each stage flows naturally. This gives readers a visual map of how they can apply it to their own content.
3. Ask Reflective Questions
As you agitate the problem, posing questions can be a powerful way to deepen the connection. For example, “Ever feel like you’re putting in hours but not seeing results?” Questions help the reader relate and reflect on their own experiences, pulling them deeper into the copy.
4. Optimize the Solution for Specific Personas
Tailor the solution step based on the persona you’re writing for. For instance, if your audience is eCommerce marketers, the solution might include PAS’s application for product descriptions and sales emails, while for B2B marketers, the focus could be on nurturing leads through PAS-oriented emails and landing pages.
5. Use Sensory Language
During the agitation phase, sensory language (descriptions that tap into sight, sound, touch, etc.) can enhance the reader’s experience. Instead of saying “a frustrating issue,” you might say, “a never-ending maze of tasks,” painting a mental image that intensifies the experience.
6. Leverage the Power of Contrast in the Solution
When presenting the solution, emphasize the contrast between the problem’s impact and the benefits of resolving it. For instance, “Instead of scrambling through cluttered files, imagine a single click to access everything you need.” Highlighting the before-and-after contrast makes the solution feel even more valuable.
7. Experiment with PAS Variations
PAS can also be adapted to different tones or styles. Sometimes, the problem can be stated subtly, or the solution can include a “next step” to guide readers who aren’t yet ready to buy. Experimenting with the order or style (like a softer or more urgent approach) allows PAS to suit various content types.
8. End with a Strong Call to Action
Even though PAS doesn’t traditionally call out the need for a CTA, it’s essential to guide readers toward an action step. Whether it’s reading more, signing up, or downloading a guide, a focused CTA rounds out the reader’s journey through PAS and keeps momentum high.
Applying PAS to Different Content Types
One of PAS’s strengths is its adaptability. This framework works just as effectively in email copy as it does on landing pages, social media ads, or video scripts. Here’s how you can tailor PAS for different formats:
- Email Copy: Start by addressing a problem your reader faces, agitate by highlighting the consequences, and finish by presenting your offer as the perfect solution. Email subject lines can incorporate PAS too: think “Struggling with [Problem]? Here’s the Fix You Need.”
- Landing Pages: Use PAS to structure your page, starting with a bold statement of the problem, agitating with stats or stories, and finishing with a clear call to action to try your solution.
- Social Media Ads: With limited space, go straight to the problem in your headline, briefly agitate, and then link to the solution with a strong CTA. This approach captures attention quickly while delivering the essentials.
- Video Content: The PAS formula translates well to video, with visuals enhancing each step. For instance, begin by visually representing the problem, then show how it impacts real people (agitate), and finally, reveal your product as the transformative solution.
Practical PAS Tips for Marketing Professionals
To fully leverage PAS, consider these pointers:
- Know Your Audience: PAS is most effective when you have a clear picture of your target audience’s needs and desires. If you understand what drives them, you’ll create copy that resonates on a personal level.
- Use Empathy in Agitation: Agitation isn’t about manipulating emotions; it’s about connecting with genuine concerns and highlighting the consequences. Approaching this step with empathy creates a connection rather than a feeling of exploitation.
- Make Your Solution Clear and Concise: The solve stage should feel like a natural progression. Focus on how your product or service directly addresses the specific problem you’ve identified, avoiding generic promises.
The PAS Formula: Your Go-To Copywriting Strategy
With PAS in your toolkit, you’re prepared to craft copy that’s not just persuasive but deeply relevant to your audience’s real-life challenges. This simple framework, grounded in the psychology of human behavior, provides a structured approach that’s both intuitive and effective.
Ready to take your marketing content to the next level? Start by giving PAS a try. Every piece of content you create with this formula will be a step closer to engaging your audience, building trust, and, ultimately, converting leads. It’s about making a meaningful connection — one that leads readers from problem to solution in a way that feels authentic and rewarding.
