PAS Copywriting Formula: The Ultimate Guide to Writing High-Converting Copy

When it comes to capturing attention and driving action, the PAS Copywriting Formula is one of the most powerful tools in a copywriter’s arsenal.

It’s a simple, effective, and reliable framework that has stood the test of time because it speaks to people’s deepest motivations.

Whether you’re new to copywriting or a seasoned pro, mastering the PAS (Problem-Agitate-Solution) formula will give you an edge in crafting copy that resonates and converts.

In this post, we’ll break down each part of the PAS Copywriting Formula and show you how to apply it effectively across various channels, including landing pages, social media, and emails.

Why the PAS Copywriting Formula Works

PAS stands for Problem, Agitate, Solution, and it’s based on a fundamental principle: people are driven to act when they feel an emotional connection.

The PAS formula works by identifying a problem that your audience faces, intensifying the discomfort associated with it, and then offering a clear, appealing solution.

It’s effective because:

• People are inherently problem-solvers. When presented with a problem, we instinctively want to find a solution.
• Emotion drives decision-making. By agitating the problem, PAS stirs up the emotions that push people to act.
• Clear solutions inspire confidence. When you present a solution, it feels like relief to your readers.

Breaking Down PAS: Problem, Agitate, Solution

Let’s look at each element of the PAS Copywriting Formula, along with examples and tips for putting it into action.

1. Problem: Identify What’s Wrong

The first step in PAS is to address a specific problem that your audience faces. A great PAS copy starts by capturing attention with an issue that hits home for your reader. Your audience needs to feel, “Yes, this is exactly what I struggle with!”

When defining the problem, ask yourself:

• What pain point or frustration does my audience have?
• Why is this a problem they need to solve now?
• How can I describe this issue in a way that feels personal?

Example:
Suppose you’re selling a productivity app. Start with a line like:

“Are you constantly feeling overwhelmed with tasks piling up, struggling to keep track of deadlines, and stressed out by endless to-do lists?”

Tips:

• Use simple, straightforward language.
• Keep it concise; get to the point quickly.
• Relate directly to your audience’s experiences.

2. Agitate: Make the Problem Unbearable

Now that you’ve presented the problem, it’s time to turn up the heat. This step is about stirring up the discomfort associated with the problem, amplifying the sense of urgency and importance. By agitating the problem, you bring out the emotional impact that motivates people to seek relief.

To agitate effectively:

• Empathize with their struggle—acknowledge how the problem impacts their life, finances, health, etc.
• Paint a vivid picture of what happens if the problem is ignored.
• Use emotionally charged words to intensify the problem.

Example:
“Think about all the opportunities you’re missing because you’re buried in incomplete tasks. Deadlines are slipping through the cracks, causing unnecessary stress and damaging your credibility at work. Without a better system, this cycle of overwhelm will only continue.”

Tips:

• Use relatable scenarios to show the impact of the problem.
• Avoid overdoing it; agitate just enough to make the reader uncomfortable without overwhelming them.
• Use power words like “stress,” “frustrated,” or “wasting time” to evoke emotion.

3. Solution: Present the Answer to Their Problems

After defining and agitating the problem, your reader is primed for relief—now it’s time to swoop in with your solution. Your solution should feel like the answer they’ve been waiting for, making the reader feel that they can finally see a way out of their problem.

To present a solution effectively:

• Showcase the benefits of your product or service in direct response to the problem.
• Paint a picture of the desired outcome and the positive change it will bring to their life.
• Explain why your solution is uniquely positioned to solve their specific issue.

Example:
“Imagine a tool that effortlessly organizes your tasks, prioritizes deadlines, and keeps you on top of every project without the stress. Our productivity app is designed to help you take back control, streamline your to-do list, and find more time for the things that truly matter.”

Tips:

• Use phrases like “Imagine if…” or “Picture this…” to encourage visualization.
• Make the solution feel easy, accessible, and achievable.
• Focus on the outcome and transformation your product or service offers.

Practical Examples of PAS in Action

The PAS Copywriting Formula is versatile and works across various marketing channels. Here’s how it could be applied in different contexts:

1. Landing Page Copy

For a landing page, use PAS to quickly draw attention, make the reader uncomfortable with the problem, and then guide them to the solution.

Example for a Fitness Program Landing Page:

• Problem: “Are you tired of starting workout routines only to give up after a few weeks?”
• Agitate: “It’s frustrating to feel stuck, watching others transform while you’re left feeling defeated and out of shape. It’s even harder when you know what you want but feel helpless to get there.”
• Solution: “Our 12-week fitness program is here to guide you every step of the way, designed to help you stay committed, see results, and become the healthiest version of yourself.”

2. Social Media Post

Social media is fast-paced, so you need to use PAS in a more concise way.

Example for a Meal Kit Service:

• Problem: “Stuck eating the same meals over and over?”
• Agitate: “It’s easy to fall into a food rut, eating uninspired dishes that don’t satisfy.”
• Solution: “Our meal kits bring fresh recipes and all the ingredients straight to your door, making it easy to create restaurant-quality meals at home.”

3. Email Marketing

Emails allow a bit more space to agitate the problem, build urgency, and then present your product as the solution.

Example for an Online Course on Time Management:

• Subject Line: “Struggling to manage your time? Here’s a solution.”
• Problem: “If your to-do list seems endless, you’re not alone.”
• Agitate: “The constant pressure to balance work, family, and personal life can leave you feeling exhausted, and worst of all, ineffective.”
• Solution: “Our time management course provides practical strategies that will empower you to get more done in less time. Stop feeling overwhelmed and start feeling in control.”

Why the PAS Copywriting Formula Stands Out

PAS is universally effective because it taps into the natural human desire to solve problems. It’s a straightforward yet powerful structure that can be adapted to almost any product, service, or audience. PAS puts the reader’s pain points front and center, making the solution feel personalized and essential.

Not only does PAS help engage the audience, but it also provides a clear path from attention to action. By the time the reader reaches the solution, they feel ready to make a change—and ideally, that change involves your product or service.

Tips for Making the Most of PAS Copywriting Formula

To get the best results from PAS, here are some extra tips:

• Know Your Audience: Understand what your audience cares about so that you can pinpoint the problems that resonate most with them.
• Stay Authentic: Avoid over-hyping or exaggerating; stay genuine in your messaging.
• Use Powerful Words: Choose words that evoke emotion, like “frustration,” “transform,” and “freedom.”
• Test and Tweak: See what works by testing different PAS angles and adjusting based on response.

FAQs About the PAS Formula

Here are some frequently asked questions about the PAS copywriting formula:

How long should each section be?

While there’s no strict rule, typically:

• Problem: 10-20% of total copy
• Agitate: 30-40% of total copy
• Solution: 40-50% of total copy

Can PAS work for any industry?

Yes, PAS is versatile enough to work across industries, but it needs to be adapted appropriately for your specific audience and context.

Should I always use PAS in order?

While the traditional order is most common, you can experiment with different arrangements as long as you maintain the logical flow and emotional impact.

How do I know if my PAS copy is effective?

Test your copy by:

• A/B testing different versions
• Monitoring conversion rates
• Collecting user feedback
• Tracking engagement metrics

Closing Thoughts

The PAS Copywriting Formula is popular for good reason: it works. By identifying a problem, intensifying the reader’s discomfort, and then providing a satisfying solution, PAS guides readers on an emotional journey that motivates action.

Whether you’re working on a landing page, a social media post, or an email campaign, the PAS Copywriting Formula offers a structured yet flexible approach to persuasive copy.

With PAS, you’re not just selling a product—you’re selling relief, hope, and possibility.

So, next time you sit down to write, think about how you can use PAS to not only capture attention but also truly connect with your audience on a deeper level.

If you need any help using the PAS copywriting formula to craft a sales message that puts money in your pocket, contact me today.