What is PAS framework in copywriting?

PAS framework
What is PAS framework in copywriting? 2

PAS (Problem-Agitate-Solve) is a powerful copywriting framework used for persuasive writing. It was first proposed by advertising legend Rosser Reeves, and it has since become an essential tool for copywriters all around the world. The beauty of the PAS framework lies in its simplicity – it just involves three basic steps.


The first step is to identify the problem that your reader is facing. This can be anything from struggling to lose weight to dealing with difficult coworkers or something more abstract like “not feeling fulfilled” or “lacking direction” in life. Whatever it may be, identifying your readers’ problem upfront will give them a sense of validation and resonate with them on a deeper level as they recognize that you understand their struggles—that you are here to help solve their problem.


Once you have identified the problem, agitate it further by highlighting its implications and how much worse things would get if not addressed soon! You want your reader to feel anxious enough about their situation so they realize they must take action now otherwise things are probably going to get even worse down the line as we see on TV Ads “Don’t wait – Act Now!”


Finally comes solutions: Presenting solutions gives buyers confidence that there’s still hope and there are ways out of this mess! It helps build trust between buyers and sellers, i.e., between authors/copywriters and readers because at this point readers know that authors understand their problems AND have viable solutions too!

To make sure these solutions truly benefit readers (and not just fill some space in marketing material), use concrete evidence such as stats, stories from real customers who benefitted from using product/service etc; keep everything as factual & genuine as possible so reader sense authenticity through words which instills more trust into message being communicated via copywriting piece thereby increasing chances of success!

Some examples of PAS framework

here are a few examples and case studies of the PAS (Problem-Agitation-Solution) framework:

  1. Example: Weight loss program

Problem: Do you struggle to lose weight despite trying several diets and workout plans?

Agitation: Are you tired of constantly feeling frustrated and defeated in your weight loss journey?

Solution: Our weight loss program offers a proven solution that includes personalized nutrition plans and exercise routines to help you lose weight in a healthy and sustainable way.

  1. Case study: Copywriting for a fitness product

Problem: Are you tired of feeling self-conscious about your body when you work out in public?

Agitation: Do you constantly worry about what other people think of you and struggle to stay motivated?

Solution: Our fitness product is designed to help you feel confident and empowered during your workouts, with comfortable and flattering activewear and supportive training resources.

  1. Example: Skin care product

Problem: Are you frustrated with your current skin care routine that doesn’t deliver the results you want?

Agitation: Do you feel self-conscious about your skin and avoid social situations because of it?

Solution: Our skin care product is a game-changer that provides effective and affordable solutions for all your skin concerns, such as acne, dryness, and aging, giving you the confidence to take on the world.

These are just a few examples of how the PAS framework can be applied in different contexts to create persuasive and effective messaging.

Related Reading: Different Models or formulas of persuasive copywriting

FAQs about PAS model

What is PAS copywriting framework?

Answer: The PAS copywriting framework stands for Problem, Agitate, and Solution. It’s a popular structure used to write compelling copy because it helps to clearly communicate your message by walking the reader through your argument in a logical way. In this framework, you present a problem that pertains to your audience, agitate it and make it worse by highlighting the consequences they will face if they don’t do anything about it, then present your solution and explain why it’s beneficial.

How to use PAS framework?

The PAS framework, stands for Problem-Agitate-Solution, is an effective tool to help you create persuasive content. It involves outlining the problem that needs to be addressed, agitating its importance and giving a solution to the problem. To use this model effectively, you should provide clear definitions of the problem, why it matters and how your proposed solution can improve the situation.

February 22, 2023

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