Transforming Your Copy with the PAS Copywriting Framework

This blog is all about PAS copywriting framework that many copywriters use to write compelling copy for their clients!

If you’re interested in the world of copywriting, you’ve likely come across the term “PAS copywriting framework” or formula.

It’s not just a niche concept; it’s a powerhouse used by copywriters worldwide. In fact, it’s often hailed as “the most reliable sales formula ever invented” by the millionaire-maker and business strategist, Dan Kennedy.

So, what exactly is PAS, and why is it causing such a buzz in the copywriting world?

PAS stands for Problem-Agitate-Solve, or sometimes it’s referred to as Problem-Agitate-Solution. This framework offers a structured approach to writing that goes beyond grabbing attention; it’s about engaging your audience deeply. 

At its core, PAS helps address the issues your audience faces and presents them with a solution. It’s the key to crafting copy that persuades and captivates readers.

This blog is your guide to understanding every aspect of the PAS formula. We will break down each element and provide clear examples, making it easy for you to apply PAS principles to your own writing effectively. By the end, you’ll be equipped to apply PAS to your own writing and watch your copy come alive.

Why does PAS Copywriting Work?

The PAS framework is successful because it naturally moves from pointing out a problem to offering a solution. It talks to the feelings of the reader, making the writing relatable and convincing. 

Related: Success Comes From Understanding Your Customers’ Problems

However, it’s crucial to use this method fairly and avoid playing with people’s emotions. Remember, although the PAS method is powerful, it’s not the only way to write a great copy. 

Depending on the situation, your audience, and how your brand talks, you might pick other methods or techniques to create interesting and engaging writing.

By understanding why PAS works and when to use it, you’ll have a versatile set of skills to improve your writing. In the following parts of this blog, we’ll closely examine each part of the PAS formula. We’ll give you clear examples to help you get the hang of this useful tool.

The P of PAS – Problem

In the first part of PAS, we focus on the “P,” which stands for Problem. At this stage, your goal is to address the issue or difficulty that your target readers are dealing with.

You want to get their attention and let them see that you truly understand what they’re going through. When talking about the problem, be clear and use words that connect with your readers.

The more vividly you describe the pain or trouble, the better you show that you get it. As your readers go through your words, they should feel like you’re talking about the very things they’ve been thinking about.

People mainly care about themselves and their own issues, so it’s crucial to point out their problems. This makes them feel heard and understood by your brand.

Here are three specific examples for the “Problem” section:

Dog training:

Problem: Struggling to control your energetic pup’s behavior? Daily walks are becoming a nightmare, with your dog pulling on the leash and barking at everything in sight. Your furry friend’s lack of obedience is causing stress and frustration, making your bond with them less enjoyable.

The problem in this example is dealing with an energetic dog that pulls on the leash, barks excessively.

Learning Japanese:

Problem: Dreaming of mastering the Japanese language? It can be incredibly daunting with its complex characters and unique grammar rules. Traditional language courses often feel overwhelming, leaving you feeling like fluency is an impossible goal. You’re left stuck, unable to communicate effectively.

In this example, the problem revolves around the daunting nature of learning Japanese due to complex characters and unique grammar rules. Traditional language courses are overwhelming, making fluency seem impossible, and the learner feels stuck and unable to communicate effectively.

Meditation online course:

Problem: In today’s fast-paced world, finding peace and inner calm can feel like an unattainable dream. Stress, anxiety, and constant distractions have taken a toll on your mental well-being. Traditional methods may seem too time-consuming or unclear, making it hard to experience the serenity you crave.

The problem in this instance is the difficulty of finding peace and inner calm in a fast-paced world marked by stress, anxiety, and distractions. Traditional methods appear time-consuming or unclear, making it challenging to achieve the desired serenity.

The A of PAS – Agitate

After you’ve introduced the problem, it’s time to “agitate” it. This means you amplify the pain or difficulty connected to that problem. You’ve already pointed out a problem, but now you need to make it feel even more emotional and intense.

To do this, you describe the negative outcomes, frustrations, and feelings that your readers go through because of this issue. By agitating the problem, you’re aiming to create a sense of urgency and discomfort. This discomfort makes your audience more open to finding a solution.

Related: 12 Psychological Triggers Will Help You Win Sales And Influence Customers

However, it’s important not to go too far in this section. You don’t want to make it overly negative or make your readers feel like life is a never-ending nightmare. That could have the opposite effect and turn them away.

Here are examples for the “Agitate” section:

Dog training:

Agitate: Imagine the frustration of taking your dog for a walk, only to have them yank the leash, pulling you in all directions. Passersby stare as your dog barks uncontrollably at other pets. You feel embarrassed and overwhelmed, wondering if you’ll ever enjoy a peaceful stroll with your beloved companion.

In this example, the agitation is created by describing the frustration of the dog pulling the leash, the embarrassment caused by uncontrollable barking, and the feeling of being overwhelmed.

Learning Japanese:

Agitate: Picture yourself trying to read a Japanese book, but the complex characters seem like an indecipherable code. You attempt to hold a conversation, but the language barrier leaves you tongue-tied and anxious. Frustration mounts as you miss out on opportunities and experiences due to the language barrier, leaving you feeling isolated.

Here, agitation is conveyed by comparing the Japanese characters to an indecipherable code, highlighting the anxiety and frustration caused by the language barrier, and the sense of isolation due to missed opportunities and experiences.

Meditation online course:

Agitate: Close your eyes and think about your daily life – it’s a whirlwind of stress and anxiety. Racing thoughts keep you awake at night, and every day feels like an exhausting marathon. The search for inner peace has become a never-ending quest, and you long for a moment of calm amidst the chaos.

In this example, agitation is built through the description of daily life as a whirlwind of stress and anxiety, the racing thoughts at night, and the never-ending quest for inner peace, creating a sense of exhaustion and a strong desire for calm.

The S of PAS – Solution

Now, it’s time to present your solution as the answer to the problem we talked about earlier. Describe how your product, service, or solution can tackle the issues and difficulties we discussed earlier. 

Focus on the benefits and positive outcomes your solution can provide and explain why it’s the best way to solve the problem.

In this section, make sure to highlight the positive results or benefits as the main focus, followed by your product or service features. People are more interested in the results they can achieve rather than the specifics of what you’re offering. 

By emphasizing the benefits, you connect better with your audience and help them visualize what they’ll gain when choosing your product or service.

Here are examples for the “Solution” section:

Dog training: 

Solution: “Enjoy stress-free walks with your dog and strengthen your bond. You’ll have peaceful daily outings with personalized support, expert guidance, and easy-to-follow lessons in our training package, ensuring lasting transformation.”

In this example, the emphasis is first placed on the benefit of “stress-free walks” and “strengthening the bond,” followed by the features, including “personalized support,” “expert guidance,” and “easy-to-follow lessons” in the training package.

Learning Japanese: 

Solution: “Confidently converse in Japanese, opening up new opportunities. Interactive lessons, practical exercises, and native speaker interactions empower effective communication in Japanese, breaking down language barriers.”

Here, the focus begins with the benefit of “confidently conversing in Japanese” and “opening up new opportunities,” followed by the features, such as “interactive lessons,” “practical exercises,” and “native speaker interactions” that facilitate effective communication.

Meditation online course: 

Solution: “Find tranquility amid life’s chaos and conquer stress and distractions. Achieve serenity in just a few minutes a day, thanks to our supportive community and effective program, leaving restlessness behind for a calmer, happier you.”

In this instance, the benefit of “finding tranquility” and “conquering stress and distractions” is highlighted first, followed by the features, including “a supportive community” and “an effective program” that lead to achieving serenity in just a few minutes a day.

Conclusion 

PAS, or Problem-Agitate-Solution, isn’t a fancy or complicated formula; it’s like a secret key that unlocks the hearts of those you want to reach. By talking about their problems, making those problems feel real, and then offering a way to make things better, you’re becoming a kind of helper, not just a talker.

Keep in mind, it’s not about what you’re selling; it’s about the good things and benefits your readers will get. You’re not just a salesperson; you’re like a friend who wants to help.

With this new tool in your writing toolbox, you can create messages that touch people, persuade them, and guide them toward making good choices. 

As you apply PAS in your copywriting endeavors, remember to keep it ethical and true to your brand’s voice. The goal is to build trust and connect with your audience, not manipulate their emotions.