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
- 10 examples of PAS for social media posts
- 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.
PAS stands for Problem, Agitation, Solution. It is a simple yet extraordinarily effective copywriting structure consisting of three core elements:
- Presenting the reader's problem
- Agitating the problem to make them acutely aware of it
- 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:
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.
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.
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.
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:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
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.
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.