Struggling to write copy that compels your audience to take action?
This is because your content lacks oomph.
You can easily transform your writing from 0 to 100 by following PAS copywriting framework.
Problem, stimulus and solution.
This article will show you how to master the PAS formula, improve your persuasive skills, and turn words into conversion magic.
Are you excited yet?
Continue reading.
The main means.
- The PAS copywriting formula uses the Problem, Confusion, and Solution to make writing more persuasive.
- The problem part speaks to your reader's concern. Knowing this well is important.
- An emotional move means you're evoking emotion about a problem, so people want a quick solution.
- You provide a solution by clearly showing how what you're selling or offering can help solve a problem quickly.
What is the PAS Copywriting Framework?
PAS stands for Problem, Problem and Solution. It's a way to build your copy designed to resonate with customer pain points. You first present the problem (Problem), then the possible consequences or agitate the problem (Agitate), and finally propose a solution (Solution).
It makes good business sense because it connects with your reader's emotions, making your message more persuasive and impactful.
Let's dissect its structure.
A problem
the first step of The PAS copywriting formula is “Problem”.
That's the big problem you're trying to help solve.
It could be.
- Not making enough money
- Can't lose fat
- The correct partner could not be found
Each case can give you great ideas on how to write your text.
Arousal
The trigger is where you twist the knife.
This passage evokes feelings about the issue. It makes it look big and hard to fix.
If you structure this well, it forces the reader to immediately find a solution.
It makes them desperate.
Keep tapping.
Solution
Now that you've scared them, don't leave them hanging.
This is your chance to show authority and build trust by providing the best solution.
Whether it's a product or a service.
Describe how it is BENEFITS: to the reader. No features.
Show them that you understand their problem and have the best way to solve it.
Tell them about your offer in plain and simple terms.
Paint a picture where their pain goes away with what you have to offer.
Output (optional)
Most sources will end with a problem, an excitement, and a solution.
But if you want to take it up a notch, add the end result at the end.
This paints an ideal picture of the transformations readers can expect by following your advice.
PAS Copywriting Examples
Now that you know how it works, here are examples of a PAS framework in action:
1. Weight loss product
- Problem: Struggling to lose weight? Worried about your health? Have you tried different methods but none of them worked?
- Mix. Being overweight weighs you down in many ways. Do you tire easily? You can't wear the clothes you want to wear. There is a greater risk of diabetes, high blood pressure, and heart disease. Low quality of life. Restrictive social life.
- Solution: A breakthrough weight loss product that helps you effectively shed pounds and improve your health.
- Result (Bonus): Shed the pounds, boost your health, and reclaim a vibrant, limitless life with our breakthrough weight loss solution
2. AI Writing Programs
- Problem: Writing can be a pain, especially when you're not sure what or how to say it. Writer's block, huh?
- Mix. You're wasting time staring at a blank screen, your deadlines are looming, and you're feeling the pressure.
- Solution: Jasper A.Ihe AI writing software which helps you create high-quality marketing materials in seconds.
- Result (Bonus): Unleash creativity, meet deadlines, and quickly relieve writing pains with Jasper AI, your instant writing companion.
3. Project management software
- Problem: Are you struggling to manage your team's performance and productivity in a remote work setting?
- Mix. Miscommunication, missed deadlines, and lack of transparency cause stress and inefficiency.
- Solution: Understanding is an online workplace that improves productivity by providing a single platform for all your team's needs.
- Result (Bonus): Streamline teamwork, enhance communication, and meet deadlines effortlessly with Notion, your unified remote work hub.
4. Part-time Newsletter Creator
- Problem: Struggling to start a creative business with a 9-5 job?
- Mix. You are being lied to if others tell you that you have to quit your job to do this.
- Solution: Rebellion of the Creator is the go-to newsletter for actionable tips, resources, and strategies for building and growing your maker business alongside your full-time job.
- Result (Bonus): Monetize your knowledge and build an online personal brand with a financial safety net before you decide to go full-time.
Remember, the key to effective PAS copywriting is to deeply understand your audience's problems and present your product or service as the best solution.
Exercise is also important copywriting exercises to use this framework effectively.
Benefits of using the PAS Framework
The PAS framework is a simple yet effective framework for telling good stories and evoking emotion.
First, you talk about the hard part (the problem). Then you make the reader feel (thrilled) it more.
After all, you provide a way to make it all better (a solution).
This compels your reader to do something or buy something.
One of my favorites copywriting quotes According to copywriting expert, Dan Kennedy's book “The Ultimate Sales Letter” states:
“The effectiveness of the PAS framework in getting people to take action is based on the fact that when you talk about issues, you are, in a sense, 'reading people a page from their diary.'.
Dan Kennedy, The Ultimate Sales Letter
Here are more advantages.
- Audience relevance. Targets specific audience pain points, ensuring copy resonates and is relevant.
- Emotional involvement. Amplifies the urgency of the issue by heightening audience connection and emotion.
- Structural approach. Offers a clear, concise structure for copywriting, enhancing focus and audience comprehension.
- Action-oriented. Not just presenting solutions, but motivating the audience to act, optimizing for conversions.
- Versatile application. Convenient different types of copiesfrom landing pages to social media posts.
- Creates empathy and trust. Demonstrates understanding of audience challenges, promoting confidence.
- Advanced persuasion. Extends the persuasive power of copy by tapping into audience emotions.
- Advantages over features. Prioritizes solution benefits over mere functionality, demonstrating real value to the audience.
PAS Copywriting (FAQ)
How Can Using the PAS Framework for Email Marketing Help Grow My Business?
Using PAS in email marketing can make your content more attractive to readers by focusing on their problems and offering helpful solutions that lead them to make a purchase.
Can I implement the PAS Framework on my landing page?
Yes, you can use this effective copywriting method to write engaging content for yourself landing page copy. It helps you focus on customer needs and convince them about your product or service.
Are there other ways the PAS framework can drive sales?
Yes, you don't just have to stick to writing the copy. You can also use PAS in presentations, YouTube videos, and public speaking because it's great for persuasion through any medium.
How do I represent the “P” or “Problem” in the Pas Copywriting formula?
The “P” or “Problem” step requires you to identify and explain what your reader or customer is struggling with. You've identified the problem that your product or service can solve, now it's your job to present it in a way that your reader can relate to and say: “yes, that's exactly how I feel.”
Why should I raise the problem before presenting the solution?
You should activate to show readers the possible consequences of not solving the problem immediately.
When you make the reader feel this pain more intensely (but without wanting to make them sick or overly hurt), they are more likely to be receptive to your solution.
It's like you're showing them why they need your product or service, which seems like a better idea after they've deeply felt their problem.
How can I effectively write the solution part in the PAS Copywriting formula?
You need to present the solution in a way that seems valuable and effective to the reader. Empower them by showing them what your product or service is like THE BEST solution to solve their problem, offering ease and growth instead.
Can this formula be used for web copy on my site?
Yes, you can use PAS for web copying. It is versatile and can be used anywhere the goal is to persuade.
It's just as effective on any digital platform like your website, blog posts, product descriptions, and even SEO copy.
It speaks directly and clearly to your readers, which is always valuable in copywriting.
Can I use the PAS Copywriting formula for social media advertising?
Yes, you can use the PAS framework, whether it's a Facebook ad, an X post, or an Instagram caption. It helps you write more engaging and compelling copy.
While the character limit may make it more difficult, the principles remain the same. identify the problem, promote it to the bottom line, and then present your product or service as a solution.
When I was working as a digital marketing specialist for one of the top e-commerce smart home brands in Singapore, I used this formula exclusively to generate over 7 figures in MMR (monthly recurring revenue).
What is a common mistake to avoid when using the PAS copy formula for the first time?
A common mistake is to confuse a “frenzy” move with exaggeration or fear-mongering. The goal is not to scare your reader, but to make them understand and feel the gravity of their problem.
You should avoid making the problem seem unmanageably huge or painful. This can push the reader into the “denial zone” where they don't even want to think about solutions.
How does PAS compare to other copywriting formulas like AIDA?
AIDA is more focused on attracting attention and instilling desire for the product.
PAS, on the other hand, is more about empathy, understanding the reader's problem and then providing a solution.
Both can be effective depending on the context and what you think will connect better with your reader.
Can I use the Pas formula to write blog posts for my website?
Yes, you can use it for blog posts. That's what I do most of the time.
The introduction to this article is a good example.
It works extremely well with informative blog posts like how-tos, step-by-step guides, and product summaries.
Identify a common problem your readers have, promote it to make it realistic and urgent, and then solve it with your solution, product, advice, or tips.
It increases your chances of readers taking the desired action.
Summarize
PAS is the best tool for writers.
It makes your words strong and clear.
If you use PAS, you'll be better at selling things with words without even trying.
You will be one step closer becoming a copywriter which makes a lot of money.
Try it and let me know.
