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PAS (Problem, Agitate, Solution)

PAS (Problem, Agitate, Solution) is a classic copywriting formula that structures a message by first identifying a customer's problem, then intensifying the pain of that problem, and finally presenting a solution.

Definition

PAS stands for Problem, Agitate, Solution — a direct-response copywriting framework that's highly effective for ad copy that drives conversions.

The Three Steps

  • Problem: Identify a specific pain point your target audience experiences
  • Agitate: Amplify the pain by describing the consequences of not solving it — the frustration, wasted money, or missed opportunities
  • Solution: Present your product as the clear answer to their problem

PAS works because it taps into loss aversion — people are more motivated to avoid pain than to seek pleasure. By agitating the problem before presenting the solution, you create emotional urgency that drives action.

Why It Matters

PAS is one of the most effective frameworks for direct-response advertising. It works across Facebook Ads, Google Ads, email, and landing pages. The key insight is that people don't buy products — they buy solutions to problems. PAS ensures your ad leads with the customer's pain, making your solution feel essential rather than optional.

Examples

  • •Fitness App Ad: (P) Struggling to find time for the gym? (A) You feel guilty, your energy is low, and your favorite clothes don't fit like they used to. (S) Get full-body workouts in just 15 minutes at home with our fitness app.
  • •SaaS Project Management Tool Ad: (P) Are your team's projects scattered across emails and chats? (A) Deadlines are being missed and communication is chaotic, wasting valuable time. (S) Our tool centralizes all your tasks and communication in one place.
  • •Skincare Product Ad: (P) Tired of waking up with dry, flaky skin? (A) It makes your makeup look cakey and you feel self-conscious all day. (S) Our Hyaluronic Acid Serum locks in moisture overnight for a dewy glow.

Common Mistakes

  • ✕Making the 'Problem' too generic, which fails to resonate with a specific audience pain point.
  • ✕Agitating too much or creating excessive anxiety, which can alienate the audience rather than motivate them.
  • ✕Jumping to the 'Solution' too quickly without adequately building emotional tension in the 'Agitate' phase.
  • ✕Presenting a 'Solution' that doesn't directly and convincingly resolve the specific 'Problem' that was agitated.
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