At Absurd Insights, we’re big fans of the “Problem – Agitate – Solve” (PAS) framework for beginner copywriters – it really saved our bacon when we were just starting out!

In essence, PAS gives you a great opportunity, and framework, for bringing out your reader’s emotions which, as we all know, is a great way to develop brand equity and make sales.

If you’d like to use PAS in your copy, the structure is as follows:

• Define the problem: Begin by clearly defining the issue confronting your audience.
• Agitate the problem: Delve into why this problem is of paramount importance and warrants immediate attention.
• Solve the problem: Present your product or service as the solution to alleviate the identified issue.

This framework serves as a powerful tool for generating impactful and persuasive copy, particularly for those new to the craft.

1. Step one: Define the problem
2. Step two: Agitating the problem
3. Step three: Presenting the solution
4. Tips and Tricks for Using PAS Effectively

Step one: Define the problem

The first cardinal point of PAS is understanding the problem and communicating it to your readers.

Your audience, usually, has clicked on your article because of uncertainty – they’re seeking answers about your brand, product, or service.

But before you can offer give them the solution, you must first make sure they truly understand the problem they face.

Outline, in no uncertain terms, what they are struggling with.

This has two possible reactions:

1. The reader, feeling some kind of emotion derived from your words, identifies with the problem, and is pushed to read on.
2. The reader doesn’t identify with the problem and goes somewhere else.

(Not much you can do about the second one – you probably weren’t going to make a sale anyway, so don’t worry about it).

By pinpointing the problem, you have shown the reader that you resonate with them and you have, hopefully, shown them that the path to resolution is somewhere in your article, if they continue reading.

Step two: Agitating the problem

With the problem laid out, it’s time to stir the waters.

Agitation might seem like a strange thing in persuasion, but it’s actually what grabs our attention.

Imagine being in a busy market, with lots of noise and people trying to get you to notice them.

In the middle of all that chaos, it’s often the voice that speaks to your deepest fears or desires that you pay attention to.

When we talk about emotions, agitation taps into the basic instincts we all have.

As a copywriter, one thing you’ll want to learn early on about marketing, is that most emotions can be harnessed to make a sale.

Things like fear, jealousy, or longing can be weaponised by the words of a skilled copywriter – just as happiness, love and desire can too.

In the agitate phase, we want to further create negative emotions within the reader, directed at the problem, not at our brand.

(That’s why it’s generally best not to mention our service or product yet – we don’t want these negative emotions associated with our business).

Step three: Presenting the solution

Finally, now that we’ve got our audience’s attention, it’s time to bring out the solution as the calming force in the equation.

In the solve phase, our job as copywriters is to give the reader a sense of relief, to bring them down from their heightened emotions by saying, loud and clear, “don’t worry, we have a solution!”

You’ll want to present the solution clearly and confidently, showing exactly how it can help in their specific circumstances.

Paint a picture of a better future, where the problem is gone and the solution is your product/service.

You should smoothly transition from agitation to solution, leaving your audience feeling clear and focused.

(We usually use subheadings to subtly indicate to the reader that our brand is not associated with the above issues).

With the solution outlined, it’s time to use an effective call to action to point your reader towards making a purchase.

Tips and Tricks for Using PAS Effectively

Like any tool, getting good at PAS takes practice and skill.

To use it well, you’ve got to watch out for traps along the way.

Don’t go overboard with agitation – too much can scare people off and often sounds fake.

For example, if you’re marketing a drink, don’t say that the reader is going to find themselves in the Saharah, crawling through the sand with the sun beating upon their back, trying to find an oasis.

It’s overkill and it makes your brand sound unserious.

You need to find the right balance, stirring things up just enough to get action without causing a panic.

Equally, when you present the solution, make sure it fits the audience’s needs and sounds sincere.

Coming across too ‘salesy’ in an article or blog just turns the reader away.

You need to present a genuine insight into the problem they are facing and then gently nudge them in the direction of your solution.

And most importantly, break the rules sometimes.

PAS isn’t a formula for every situation – there are plenty of others out there to choose from, many of which we have written about before.

It’s a tool, not a law!

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