PAS Framework

Do you want to improve your copywriting skills or want to know about PAS framework?

If yes, then we can help you!

You can use the PAS – ( Problem – Agitate – Solution) copywriting formula to boost conversions.

But the question arises here

“what is PAS” and 

“How to use PAS Frame Work.”

Copywriting is the most important part of digital marketing. If you don’t have good copywriting skills, you’ll never be a good digital marketer, especially if you’re in advertising then you have to master copywriting.

There are many copywriting models which many marketers use for different products and services.

Today we’re going to discuss PAS copywriting model.

So, stay connected with this article. I hope you’ll love it 😊

Table of Content

What is PAS?

PAS is a formula used to create persuasive content that can attract your prospect’s attention and convert them into leads or sales.

Many copywriters use PAS copywriting framework because it works very well. In this copywriting formula, you work on these three steps.

P (Problem) ——> Highlight the problem or pain point

A (Agitation)—–> More discussion about the problem

S (Solution)——-> Introduce your product or service as a solution

In PAS copywriting model, you will create a scenario where you will first highlight the problem, or you can hit your audience’s pain point directly. This will help you to grab your audience’s attention.

In the second step, you have to discuss the problems more; in the last stage, you can give them your service or product as a solution by crafting a beautiful story.

But you have to be very transparent with your service or product.

When to use PAS Framework?

After knowing about the PAS copywriting model, you need to know when you can use this PAS framework.

In short, you can better use the PAS model if you have a product that solves any specific problem. 

Example: 1

If you have a product like hair growth oil. Hair growth oil solves a hair fall problem. In this scenario, hair fall is the problem, and hair growth oil is the solution.

Example:2

What do you think if you’re a digital marketer and your client is a real estate agent? 

What’s his main problem?

Of course!

Getting Real estate leads is his main problem, so you can solve his problem by giving him lead generation services.

In this case, the problem is “He is unable to generate real estate leads,” and the solution is “your leads generation services.”

But some products in the market can only sell by evoking emotions; basically, they want base products like watches and jewelry.

 You can’t sell by using this PAS, or if I say correctly, this PAS will not be a good fit for those kinds of products.

I hope you understand when you have to use the PAS model only for those products that will solve any problem.

Let’s look at some other examples so that you will get a better idea.

How to use PAS (problem agitate solution) Framework?

After knowing about the PAS copywriting and when it is used, you need to know how to use the PAS copywriting framework.

Let’s get started 

As I already told you about the three steps of the PAS technique, which are problem, agitation, and solution, the whole framework works on these three steps.

Step :1 Problem

In this step or first, you have to figure out your main target audience or ICP (ideal customer profile), which you can know by researching about them.

Once you know your audience’s behavior, pain point, or main problem, you can know their problem.

It’s time to naturally highlight their pain points or problems in your copy. The better you mention their problem, the better they will resonate with your content.

Once they connect with your content just because you directly mention their problem so they can relate to it now, you can see the formula starts to work its magic.

Step:2 Agitation

Now in this step, you have to see the negative impacts of the problem. If they do not solve the problem, they will get in trouble. Add emotion to that pain point and clarify it further.

Here are a few recommendations that you can use:

1. Show them worst-case scenarios if the problem is left untreated. You can visualize a story for that. You can also use different texts and colors to sub. 

Consciously connect with them.

1. Tell them the negative effects of the problems.
2. Show a positive picture if their problem will solve 
3. Generate fear of missing means you can tell them if they don’t take action right now, so they might have a huge loss.

Step: 3 Solution

This is the step where you can tell your audience how they can overcome their problem by using your product or service.

Once they understand how your product or service can solve their problem so, they can definitely buy your product or service.

The recommendation that you can do:

• Tell your audience the benefits of your products and services or how you can solve their problem by showing the different features of your products.
• Your message must be personalized so they can relate their problems with your solutions (products or services). Your CTA or content should be very concise or very personalized according to your audience’s problem. 
• You can show them old customer testimonials in order to get their trust.
• You can have great urgency or fear of missing in CTA, so they take action immediately.

Benefits of Using the PAS Copywriting Model?

There are many benefits of using the PAS copywriting formula, few of them are

Highly Engaging

As you learn above, when you point out the main problem or pain point of your audience problem, you can easily engage with your audience.

Easy to understand

Writing and understanding is easy because it’s based on three simple steps.

PAS framework is very versatile 

It’s very versatile.PAS can be applied in offline and online marketing. You can simply apply it in your textual ad copy, or you can also apply it in the video content.

PAS Framework is measurable

You can measure it very easily by changing your headline or problem statement if it’s engaging or directly hitting your customer’s pain point to increase your conversions.

PAS Copywriting Examples

Example 1:

Example 2

Conclusion

PAS framework is the art of creating content where you figure out any problem and then give its solution by introducing your product or service. After that, you learn to use the PAS framework. And in the end, you also saw some examples that clarified the PAS model more.

I hope this article helped you a lot. Still, if you are confused or want to know about PAS, let us know in the comment box.

Note: If you want to learn more copywriting formulas, click here.