Copywriting Formula: PAS
Discover the Simplest, Most Effective Framework to Boost Engagement and Conversions
Let’s be real: have you ever spent hours crafting content, only to feel frustrated by low engagement? Or maybe you’ve struggled with click-through rates in your emails or conversions on your landing pages?
If this sounds familiar, you’re not alone—and I have good news for you. There’s a simple, proven framework that can transform your results without the need for a professional copywriter. It’s called the PAS Framework: Problem - Agitate - Solution.
This step-by-step formula is a game-changer for business owners who want to connect with their audience, increase engagement, and drive action. Let me show you how it works and why it’s so effective.
What Is the PAS Framework?
At its core, the PAS formula helps you create content that resonates deeply with your audience by following a structured approach:
- Problem – Identify and address your audience’s pain points
- Agitate – Dive deeper into the problem, highlighting its emotional and practical impact
- Solution – Offer a clear and compelling solution that resolves their struggle
The magic of PAS lies in its audience-first approach. It puts you in your reader’s shoes, helping you understand their needs and speak directly to their challenges.
Why Is the PAS Formula So Powerful?
According to renowned marketer Perry Marshall, content that addresses problems gets 3 to 10 times more engagement than content that simply promotes a product or service.
Why? Because people are naturally drawn to solutions for their struggles. When you show them that you truly understand their pain, they’ll pay attention—and they’ll trust you to provide the answer.
How PAS Works: A Simple Breakdown
Step 1: Identify the Problem
Every great piece of copy starts with understanding your audience’s challenges. Do your research to uncover their biggest struggles and frustrations. Then, clearly and concisely state the problem in your copy.
The key here is to be specific and relatable. For example:
- Instead of saying, “Struggling with email marketing?” say, “Have you ever stared at a blank screen, struggling to write an email that actually gets opened?”
By defining the problem in a way that mirrors their experience, you immediately capture their attention.
Step 2: Agitate the Problem
Once you’ve introduced the problem, it’s time to dig deeper. Describe the emotional and practical impact of the issue. This is where you bring the pain to life.
Here’s how to agitate effectively:
- Use descriptive language to give the problem dimension. What does it look like? How does it feel?
- Highlight the negative consequences. How does this issue affect their daily life or business success?
For example:
“You sit down to write an email, but nothing flows. Frustration builds as the minutes tick by. You know your message is important, but the right words just won’t come. Sound familiar?”
By agitating the problem, you create urgency and a desire for relief—setting the stage for your solution.
Step 3: Present the Solution
Finally, it’s time to offer your audience the answer to their problem. If you’ve done steps 1 and 2 well, your solution will feel like the natural next step.
Your solution should be:
- Clear and actionable
- Tailored to their specific needs
- Positioned as the relief to their pain
For example:
“Imagine having a simple, step-by-step framework that takes the guesswork out of writing emails. With the PAS formula, you’ll never struggle to get your ideas across again. It’s easy, effective, and proven to increase engagement and conversions.”
Why Agitation Is the Secret Sauce
Agitation is what makes the PAS framework so effective. Here’s why:
- It builds trust. When you show empathy and a deep understanding of your audience’s struggles, they’ll feel like you “get” them
- It amplifies the need for a solution. By vividly describing the pain, you help your audience realise the true impact of their problem—and motivate them to take action
- It demonstrates your expertise. When you articulate their problem better than they can, they’ll naturally assume you have the answer
As the saying goes: “If you can describe someone’s problem better than they can, they’ll trust you to solve it.”
The PAS Framework in Action
Let’s look at a simple example to see the PAS formula in action:
Problem: You’re staring at a blank screen, struggling to write a follow-up email that doesn’t feel pushy or awkward
Agitate: The clock is ticking, and your frustration grows. You know your email is important, but the words just won’t come. Meanwhile, potential customers might be slipping away because you haven’t followed up
Solution: Enter the PAS framework. With this proven formula, you’ll have a clear structure for writing emails that connect, engage, and convert—without stress
Call-to-Action (CTA): Whether it’s booking a call, filling out a form, buying a product, or signing up for a webinar, the solution step should always lead to your CTA.
How to Use PAS Across Different Mediums
One of the best things about the PAS framework is its versatility.
You can apply it to:
- Emails: Write follow-ups that grab attention and inspire action.
- Landing Pages: Increase conversions by addressing customer pain points upfront.
- Social Media Posts: Stop the scroll by calling out common struggles.
- Video Scripts: Create compelling narratives that resonate with your audience.
It’s especially effective in storytelling. Think of a classic “rags to riches” story:
- The protagonist faces a problem (problem)
- They struggle and fail, feeling the weight of their challenges (agitation)
- They discover a mentor, method, or breakthrough that changes everything (solution)
This structure taps into the natural “beginning-middle-end” flow of a story—making it easy for readers to follow and engage.
Start Using PAS to Drive Engagement Today
Now that you know the PAS formula, it’s time to put it to work. Use it to craft emails, blog posts, landing pages, or social media content that speaks directly to your audience’s needs.
With PAS, you’ll not only boost engagement, clicks, and conversions—you’ll also position yourself as someone who truly understands and cares about your audience.
So, what are you waiting for? Next time you sit down to write, start with PAS and watch your results soar.
Key Takeaway
The PAS formula is simple yet powerful:
- Problem: Show you understand your audience’s struggles
- Agitate: Bring their pain to life to create urgency
- Solution: Offer a clear and compelling way forward
Follow this formula in your content, and you’ll never have to stare at a blank screen again.
Ready to make your marketing pieces more impactful?
Start using PAS today! 🎯
Lyndi 😊