The PAS Formula (Problem, Agitation, Solution)
A timeless copywriting framework that makes people feel the problem — and then trust your product to fix it.
You’ve probably seen it before, even if you didn’t know it had a name.
PAS stands for:
- Problem
- Agitation
- Solution
It’s simple. It’s powerful. And it works everywhere — from product descriptions to landing pages to sales emails.
Because at its core, PAS mirrors how real people think:
→ “This is frustrating.”
→ “Yes, it’s actually a big deal.”
→ “Wow, this could really help.”
Why PAS works so well: People act when they feel understood. PAS shows that you *get* what they’re struggling with — and then shows them a clear path forward.
The Psychology Behind PAS
✅ Problem
Start by identifying the exact challenge your customer is facing. Be specific. Don’t say “overwhelmed” — say “staring at a blank screen wondering what to post on Instagram.” This hooks attention and builds instant relatability.
🔥 Agitation
Now turn up the volume. Describe the ripple effect of that problem. How does it affect their confidence, time, energy, momentum, or revenue? This step makes the problem real — and makes them want the solution more urgently.
💡 Solution
Now introduce your product as the answer. Make it feel like relief, clarity, or progress. Don’t just list features — explain how it fixes the problem they just felt.
PAS in Action: Product Description Example
❌ Flat Copy:
“This ebook includes 30 content prompts to help you grow on Instagram.”
✅ PAS Copy:
Problem: You want to grow your audience, but every time you sit down to post, your mind goes blank.
Agitation: You spend hours overthinking what to say, and by the time you’re done… it still doesn’t feel good enough. The result? Inconsistent posting, slow growth, and no real traction.
Solution: The Content Prompt Playbook gives you 30 high-converting Instagram prompts — so you can show up confidently, create faster, and finally start seeing results.
PAS Writing Template
Use this to write your own copy:
Start with the problem: "You’re [insert frustration or obstacle]." Agitate the situation: "And it’s costing you [time, confidence, momentum, etc]." Present the solution: "[Product name] helps you [clear outcome] — without [pain point]."
If you’re thinking: “But I don’t know how to write like this…” You don’t need fancy words. You just need to describe the real pain and real relief your product offers. Start small. Write one PAS section per product. You’ll get better every time.
When to Use PAS
- Landing pages
- Product descriptions
- Instagram captions
- Email intros
- Sales page openers
- DM messages
Any time you want to make your copy feel personal, urgent, and clear — PAS is your go-to.
Pro Tip: If you’re stuck writing emotionally engaging copy, start with PAS. Even one sentence per step is enough to create momentum.
Final Thought
People take action when they feel two things:
- “This person understands what I’m struggling with.”
- “This product might actually help.”
PAS gets you both.
So instead of opening with features or hype, start with empathy. Show your reader you see them, feel what they’re feeling — and have a clear way forward.
Because once they feel understood, they’re way more likely to trust your solution.
And that’s what makes the sale.