PAS Framework: Complete Copywriting Guide (10 Examples)

The PAS Framework (Problem-Agitation-Solution) is a proven copywriting structure used in marketing and sales to create persuasive content that converts. This comprehensive guide will show you how to use it effectively.

Does your copy fail to convert?

You're not alone. Many marketers struggle to write persuasive copy that moves readers to take action.

It doesn't have to be this way. By implementing the time-tested PAS formula into your writing, you can significantly increase your conversion rates.

PAS stands for Problem, Agitation, and Solution. By methodically moving readers through these three elements, you can powerfully showcase how your offering solves their needs.

In this article you'll discover:

• What the PAS framework consists of and why it's so effective
• How to apply PAS in different marketing channels
• 10 real-world examples of PAS in action
• Tools to audit your copy through a PAS lens

Leveraging the PAS formula allows you to speak directly to your reader's frustrations and desires. Your copy will resonate at an emotional level, persuading visitors to become customers. Add this copywriting structure to your toolkit to boost conversions today.

What is PAS?

PAS stands for Problem, Agitation, Solution. It is a simple yet extraordinarily effective copywriting structure consisting of three core elements:

1. Presenting the reader's problem
2. Agitating the problem to make them acutely aware of it
3. Offering your product or service as the solution

Legendary direct response copywriter Dan Kennedy called PAS "the most reliable copywriting formula for sales ever invented." During his long and storied career, Kennedy tested countless approaches and landed on PAS as the best performing framework for triggering conversions.

While conceptually simple, excellent execution of PAS takes skill. Each component plays a crucial role.

Below is guidance on structuring the core elements:

P - Present the Problem

Your goal here is to have readers nodding their heads in agreement, thinking "Yes, this is an issue I wrestle with." Describe the problem or frustration your market faces in clear, relatable terms.

A - Agitate the Problem

Here you transition from factual description to emotional intensification. The focus shifts from the logical to the visceral. Your words provoke readers to physically feel the problem's unpleasant impacts.

This is where vivid storytelling comes into play. Share specific stories of the problem interfering with lives. Paint a picture of the real-world consequences readers experience. Invoke frustration, anxiety, overwhelm, etc. so they deeply desire relief.

S - Present the Solution

After emotionally agitating the problem, readers will keenly feel a gap between their uncomfortable reality and desire for relief. You now bridge that gap by introducing your product or service as the clear solution.

Describe how your offering eliminates the problem and creates positive outcomes in readers' lives. Focus on benefits over features. Clearly convey how purchasers will achieve the relief they now so desperately crave after you amplifed their pain points.

PAS Examples

Now that you understand the PAS framework, let's look at some ten examples of how the PAS framework can be used in social media posts:

Fitness App

• Struggling to keep up with your fitness goals?
• It's easy to lose motivation when you don't see immediate results.
• Our app provides personalized workout plans and tracks your progress to keep you motivated.

Online Course Platform

• Want to learn a new skill but don't have the time?
• Traditional classes can be time-consuming and inflexible.
• Our platform offers a variety of online courses that you can take at your own pace.

Meal Delivery Service

• Too busy to cook healthy meals?
• Eating out frequently can be unhealthy and expensive.
• Our meal delivery service provides nutritious, chef-prepared meals right to your doorstep.

E-commerce Store

• Tired of your outdated wardrobe?
• Shopping in physical stores can be time-consuming and exhausting.
• Browse our online store for the latest fashion trends and have them delivered to your home.

Digital Marketing Agency

• Struggling to increase your website's visibility?
• Without proper SEO, your website might get lost in the sea of search results.
• Our agency offers comprehensive SEO services to boost your website's ranking.

Productivity Software

• Having trouble managing your tasks and deadlines?
• Missed deadlines can lead to stress and poor performance.
• Our software helps you organize your tasks and stay on top of your deadlines.

Travel Agency

• Dreaming of a vacation but overwhelmed by the planning?
• Planning a trip can be stressful and time-consuming.
• Our travel agency takes care of all the details, so you can enjoy a stress-free vacation.

Mental Health App

• Feeling stressed and anxious?
• Ignoring your mental health can lead to serious issues down the line.
• Our app offers guided meditations and mindfulness exercises to help you manage stress and anxiety.

Online Grocery Store

• Running out of groceries but don't have time to go shopping?
• Grocery shopping can be time-consuming and inconvenient.
• Order from our online grocery store and have fresh produce delivered to your home.

Freelance Platform

• Need to hire freelancers but don't know where to start?
• Finding reliable freelancers can be a daunting task.
• Our platform connects you with skilled freelancers in various fields, making the hiring process easy and efficient.

PAS Best Practices

For copywriters seeking to improve their persuasiveness, analyzing whether your writing hits the PAS marks is instructive.

Ask yourself these questions as you review your copy:

• Does my copy present a problem my audience relates to?
• Does it intensify readers' awareness of the unpleasantness of this problem?
• Will the agitated state motivated readers to seek relief?
• Is my product clearly positioned as the solution to their problem?
• Does my copy provide a clear transition from negative problem to positive solution?

Any area coming up short represents an opportunity to refine your copy to increase conversion potential.

PAS Framework in Marketing

The PAS framework is particularly effective across various marketing channels:

Email Marketing

• Perfect for nurture sequences
• Ideal for promotional campaigns
• Effective in re-engagement emails

Landing Pages

• Captures attention above the fold
• Maintains engagement through scroll depth
• Drives conversions at call-to-action points

Social Media Ads

• Works well in limited character counts
• Effective for carousel ads
• Perfect for video ad scripts

Sales Pages

• Builds compelling arguments
• Creates emotional connection
• Drives purchase decisions

Product Descriptions

• Highlights pain points effectively
• Emphasizes unique benefits
• Converts browsers to buyers

Email Marketing Examples

Here's how PAS works specifically in email marketing:

Welcome Email Example

Subject: "Tired of complicated project management?"

Hey [Name],

Keeping track of your team's tasks shouldn't feel like herding cats.

Every missed deadline, forgotten update, and confused team member is costing you precious time and money. Your stress levels are rising, and your clients are getting impatient.

That's why we created [Product]. Our intuitive project management tool helps you:
- Track all tasks in one place
- Automate status updates
- Never miss a deadline again

Start your free trial today →

Re-engagement Email Example

Subject: "Still struggling with [problem]?"

Hi [Name],

We noticed you haven't been making progress with your [goal].

Every day without a proper [solution] means:
- Lost opportunities
- Continued frustration
- Falling behind competitors

Let us help you get back on track with our special comeback offer:
[Offer details]

Ready to solve this once and for all?
[CTA Button]

PAS vs Other Frameworks

While PAS is powerful, it's important to understand how it compares to other copywriting frameworks:

AIDA (Attention, Interest, Desire, Action)

• More focused on the customer journey
• Less emphasis on pain points
• Better for aspirational products

BAB (Before-After-Bridge)

• Similar to PAS but less emotional
• More focused on transformation
• Good for visual products

4Ps (Promise, Picture, Proof, Push)

• More focused on benefits
• Includes social proof element
• Better for established brands

PAS stands out for its:

• Strong emotional triggers
• Clear problem-solution structure
• Versatility across channels

Conclusion

In closing, the PAS copywriting framework, consisting of problem, agitation, and solution, offers an proven model to make your copy more compelling. Keeping PAS structure in mind when crafting landing pages and sales letters will serve you well in creating high converting copy.

This simple yet powerful three step formula is used by seasoned copywriters for good reason - because it works.

Give it try and watch your conversions rise.

Also, check out our blog post on Black & White Idea Framework to learn the art of viral copywriting.

Additional Resources

To help you implement the PAS framework effectively:

1. Download our PAS Framework Template [PDF]
2. Use our PAS Copy Analyzer Tool
3. Join our copywriting community for feedback

Ready to master the PAS framework? Start with the template above and practice with your own copy.