Unlocking the Power of PAS: A Copywriting Framework for Stirring Emotion and Driving Action

PAS copywriting framework

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Welcome back to our series on copywriting frameworks that convert! Today, we’ll focus on the PAS framework—Problem, Agitate, Solution—an emotional roller coaster that hooks your readers and prompts them to take action.

What is PAS?

The PAS framework revolves around three key elements:

  1. Problem: Identify a pain point or challenge that your target audience faces.
  2. Agitate: Intensify the problem by discussing its negative implications or by making it more relatable.
  3. Solution: Present your product, service, or idea as the solution to the problem you’ve just elaborated on.

Why PAS Works

While AIDA is a journey from catching attention to prompting action, PAS digs deep into the emotional core of the reader. It resonates because it acknowledges a struggle, emphasizes the emotional or practical toll it can take, and then positions your offering as the ideal solution.

Unpacking PAS

P – Problem

Firstly, identify the problem or challenge your target audience faces. Be as specific as possible; the more your reader feels you’re speaking directly to them, the better.


If you’re in the cybersecurity industry, you might state the problem as, “Small businesses are increasingly becoming targets for devastating cyber-attacks.”

A – Agitate

Next, stir the pot. Agitation is all about diving deep into the problem to hit emotional triggers. Discuss the implications if the problem is not solved, or share anecdotes or statistics that amplify the problem.


“Did you know 60% of small businesses go out of business within six months of a cyber-attack? Imagine losing years of hard work in the blink of an eye.”

S – Solution

Finally, present your solution. This is where you introduce your product, service, or idea as the perfect remedy to the agitated problem.


“With our state-of-the-art cybersecurity solutions, you can protect your business 24/7 and sleep easy, knowing you’re safe from any threats.”

Applying PAS in Different Industries

Real Estate

  • Problem: “Finding a home in a good school district is tough.”
  • Agitate: “What’s worse, waiting too long means settling for lower-quality education for your kids.”
  • Solution: “Our real estate agency specializes in properties in top school districts. Secure your child’s future today.”

Personal Finance

  • Problem: “High-interest debt is eating into your savings.”
  • Agitate: “Imagine retiring with a mountain of debt hanging over your head.”
  • Solution: “Our debt consolidation program can reduce your interest rates and fast-track your journey to financial freedom.”


The PAS framework excels in emotionally charged situations or when you need to highlight the urgency or seriousness of a problem. While it’s a simpler model than AIDA, its emotional punch is its strength, driving readers to action through a blend of empathy and urgency.

Next in the Series

Don’t miss our next post where we’ll dive into the BAB (Before, After, Bridge) framework, another brilliant strategy to coax your readers from problem to solution.

Additional Resources

  • Books: “Made to Stick” by Chip Heath & Dan Heath
  • Online Courses: “The Copy Cure” by Marie Forleo & Laura Belgray

Thank you for reading. Stay tuned for more insights into copywriting frameworks that will elevate your writing and boost your conversions!

Just like with the AIDA article, this post can serve as a part of your content cluster on copywriting frameworks. Each of these articles will not only add to your topical authority but also serve as a valuable resource for readers looking to improve their copywriting skills.

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