PAS: The Most Reliable Copywriting Framework For Non-Copywriters

If you’re having a hard time getting conversions, use the Problem-Agitation-Solution (PAS) framework in your copywriting.

The PAS framework is one of the simplest yet most effective frameworks out there for building persuasive messages.

So if you’re new to copywriting and you want to turn prospects into clients, the PAS framework is where I recommend you start.

When I use the PAS formula, I like to imagine that I’m taking the prospect through a fancy three-course meal.

• Problem = Appetizer
• Agitation = Main course
• Solution = Dessert

When you use the PAS framework, the whole thing should feel like a magical ride for the prospect. They should feel like it’s such a worth-it experience that, in the end, they’ll happily pay the bill.

Now let’s start with the appetizer.

DECONSTRUCTING THE PAS FORMULA

PROBLEM

In the framework’s problem section, you define the problem your prospect has to hook them in. Make sure you keep things simple, clear, and straight to the point in this section.

A common practice is to catch the prospect’s attention by pointing out their problem with a short sentence.

For example, let’s say you’re a fitness trainer. You’ve done a hefty amount of consumer research, and data shows that a problem your prospect has is “never having time to exercise.”

With this information, you can come up with a question like this to mirror their problem in your copy: “You never seem to have time to exercise…”

You can also turn it into a question: “Do you not have time to exercise?”

You can even trigger their curiosity with this headline: “This powerful workout routine only takes 10 minutes.”

The way you frame the problem will also depend on the channel you’re using. For instance, “This powerful workout routine only takes 10 minutes” seems more suitable for a blog than an email subject.

AGITATION

Agitation is the main course of the PAS framework; and arguably the most important.

In this section, you want to paint a vivid picture for your audience, showing them how the problem negatively affects their lives.

This is where you unleash the storyteller inside of you. You can be as creative as you want with your writing as long as you hit these two points:

• Make an emotional connection with the reader. Empathize with them so that they can connect with you emotionally and build trust.
• Show don’t tell! Follow this golden rule if you want your copywriting to be effective. Don’t reiterate the problem from the problem section. Instead, use your writing to help the audience to experience the pain again right there and then.

For example, instead of saying:

“Amy can’t lose weight no matter how hard she tries…”

Paint this picture for the audience:

“Over the years, Amy has suffered under countless diets that turned out to be unsustainable. She also pushes herself in the gym every day after work, no matter how tired she was. But her weight still stayed the same.”

There’s an old saying in marketing that goes something like, “If you can describe the prospect’s problem better than they can, they’ll automatically think you have the solution.”

The agitation section packs the strongest punch. Make sure you swing with every fiber in your body to knock them out, so they’re ready for the dessert you’ll serve them next.

SOLUTION

After an appetizer and a knock-out meal, it’s finally time for dessert. The final section of the PAS framework is where you offer a solution to resolve their problem.

If you’ve done a good job communicating the problem and pain, the solution you’re offering should be tempting to your prospect. It’s precisely the missing dessert they need to complete this meal.

One crucial point to keep in mind for this section is never to position yourself as the hero of this story. This is a common mistake small businesses make; they place themselves as someone who’s going to “save the day.”

I get it. You want to show the prospect how capable you are; you want them to know YOU can resolve their pain.

But here’s the thing you need to remember — this is NOT your story.

You’re the guide. The prospect/customer is the hero.

You’re Yoda. They’re Luke Skywalker.

Don’t over-promote yourself. The emphasis should always be on the prospect or customer.

FINAL THOUGHTS

Online marketing consultant, Perry Marshall, writes in his book 80/20 Sales And Marketing that you can get a 3 to 10 times higher response rate if you talked about the audience’s problems instead of your product’s features.

And this is precisely why the PAS formula works so well.

The PAS framework is effective because it has a strong emphasis on the reader’s problem.

When you talk about a problem, it’s an emotional experience — and purchases are often emotional decisions.