PAS framework
Also called problem agitate solution, PAS formula, PAS copywriting
What is PAS framework?
The PAS framework is a copywriting formula with three steps: Problem, Agitate, Solution. You name a problem the reader already has, agitate it by describing why it is frustrating or costly, then present your product or service as the solution. It is short, direct and works well for ads, emails, captions and short videos.
PAS works because people are usually more motivated to fix a problem than to gain something new. By starting with the reader’s situation rather than your product, the copy feels relevant from the first line.
The agitate step needs care. The aim is to make a real problem feel concrete, not to invent fear or exaggerate. Overdone agitation reads as manipulative and can hurt trust, especially for sensitive topics like health or money.
Why PAS framework matters
PAS is one of the fastest ways to write copy that connects. If you know your customers’ pain points, the framework almost writes itself, which makes it useful for busy owners and for testing many ad copy variations.
It suits short formats. A three-line caption or a 15-second video has room for exactly three beats, and PAS gives them a clear order.
How to write copy with the PAS framework
- Problem: state the problem in the customer’s own words, in one sentence.
- Agitate: add a specific, honest detail about what it costs them in time, money or stress.
- Solution: introduce your offer and show how it removes the problem.
- Close with a call to action and, if you can, a piece of proof.
PAS framework example
Problem: Sitting all day leaves your back stiff by 3 p.m.
Agitate: You stretch for a minute, it helps for ten, and the ache is back before you leave work.
Solution: Our 30-minute lunchtime class is built for desk workers. Two sessions a week and most students say mornings feel different.
Book your first class free, link in bio.PAS framework FAQ
What does PAS stand for in copywriting?
Problem, Agitate, Solution. It is a three-step formula that starts with the reader’s problem, makes it feel urgent, then offers your solution.
When should you use PAS instead of AIDA?
Use PAS when your audience already feels the problem and you can name it clearly. Use AIDA when you need to grab attention first, for example with people who have not thought about the problem yet.
Related terms
The AIDA model is a copywriting framework: grab Attention, build Interest, create Desire, then ask for Action.
Copywriting is writing words meant to make people take an action: buy, sign up, click, book or remember a brand.
Pain points are the specific problems, frustrations and costs your customers face that your product or service can solve.
Ad copy is the written text of an ad: the headline, primary text, description and call to action that persuade people to click or buy.
Storytelling in marketing is using stories, with a character, a problem and a change, to make a brand’s message memorable.