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PAS Framework

The PAS Framework, which stands for Problem-Agitate-Solution, is a classic copywriting formula used to create persuasive marketing messages. It works by first identifying a customer's pain point (Problem), intensifying their emotional response to it (Agitate), and then presenting a product or service as the ideal remedy (Solution).

Definition

Why It Matters

The PAS Framework matters because it directly addresses the primary motivation behind most purchasing decisions: solving a problem. Instead of leading with product features, it creates a powerful emotional connection by focusing on the customer's pain points. This approach makes marketing messages more resonant, memorable, and persuasive, leading to higher engagement and improved conversion rates. For advertisers, mastering the PAS Framework provides a reliable structure for crafting compelling copy that justifies a purchase, ultimately improving return on ad spend (ROAS) and simplifying the creative development process.

Examples

  • •A fitness app ad: 'Problem: Struggling to stay consistent with your workouts? Agitate: You feel guilty skipping days, your clothes don't fit right, and you lack energy. Solution: Our app creates personalized 15-minute workouts, helping you build a habit and see results in 30 days.'
  • •A SaaS email campaign: 'Problem: Your team spends hours manually compiling weekly reports. Agitate: This leads to costly errors, wasted engineering time, and delayed decisions. Solution: Our platform automates reporting in minutes, delivering real-time, accurate data so you can focus on growth.'
  • •A skincare video ad script: 'Problem: (Shows person looking at acne) Tired of breakouts ruining your confidence? Agitate: You hide behind makeup and cancel plans, frustrated that nothing works. Solution: (Shows before/after) Our serum clears skin in 7 days with a gentle, science-backed formula.'
  • •A financial advisor landing page: 'Problem: Worried you aren't saving enough for retirement? Agitate: The market is volatile, and the thought of outliving your savings is terrifying. Solution: Our certified advisors build a personalized plan to secure your future, giving you peace of mind.'
  • •An AdLibrary use case: A user searches for 'productivity SaaS' ads and finds a top-performer. The ad opens with 'Is your to-do list endless?' (Problem), shows a character overwhelmed by notifications (Agitate), and introduces an app that seamlessly organizes tasks (Solution).

Common Mistakes

  • ✕Not agitating enough: Many marketers state the problem and immediately jump to the solution. The 'Agitate' step is critical for building emotional resonance and urgency; skipping it severely weakens the framework's persuasive power.
  • ✕Using a vague problem: The identified problem must be specific and highly relatable to the target audience. 'Save time' is less effective than 'Stop wasting 5 hours a week on manual data entry,' which is a tangible pain point.
  • ✕Mismatching the solution: The solution must be a direct and logical answer to the specific problem that was agitated. A disconnect between the pain point and the proposed remedy makes the copy feel inauthentic and untrustworthy.
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