The PAS Copywriting Formula: Why It’s Still Effective (and How to Use It)

PAS / “Problem–Agitate–Solution” framework

• P (Problem): Clearly state the customer’s pain using their language (what they’re struggling with).
• A (Agitate): Intensify the problem with emotional language—explain why it’s painful/urgent and what it’s costing them.
• S (Solution): Present your product/service/offer as the answer, ideally followed by credibility (features, testimonials) and a clear call to action.

Process tip: PAS can be written in a couple of sentences, paragraph form, or in long-form sales letters—so it scales across landing pages, email, and social content.

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Examples / Case Studies Used

Basecamp (project management software)

• Problem: The “grind” of managing many projects/tools/resources separately.
• Agitation: Struggles juggling people/projects/clients/deadlines/expectations (especially when you’re “the underdog”).
• Solution: Everything lives on a single page so everyone can see what’s happening.
• Execution pattern: PAS appears in a headline + paragraph (problem/agitation) + another paragraph (solution), with features supporting the solution.

“The Lazy Man’s Way to Riches” sales page (1979, Joe Karbo)

• Curiosity-driven headline: “How can I make lots of money without doing any work?”
• Problem: People are too busy earning a living to make real money.
• Agitation: Personal story emphasizing extreme work hours with little big-money outcome.
• Solution: The book, reinforced with testimonials, followed by a clear purchase CTA.

B2C example (Pilates course for sciatica)

• Problem: “Are you sick and tired of sciatica?”
• Agitation: Shooting pains, sleepless nights, inability to sit/lie down, dependence on painkillers, and stress of not being able to work/relax.
• Solution: Pilates—easy to learn, practice at home, better than painkillers—plus testimonials/credibility—then a book/purchase CTA.

B2B example (accounting software for business owners)

• Problem: “Are your tax returns keeping you up?”
• Agitation: Spreadsheets create nightmares; scrambling to file accurate/timely returns; frustration; lack of visibility into cash flow; business damage (not just time loss).
• Solution: Accounting software with features that address accuracy/timeliness and cash-flow clarity—then position it as the remedy.

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Actionable recommendations (how to apply PAS)

• Use market research / customer language to define the Problem (not generic wording).
• When agitating, use emotional terms and vivid consequences (pain, stress, urgency, cost).
• Structure your page to make PAS recognizable:
  • Headline: often anchors the Problem
  • Subheadline / first section: emphasizes Agitation
  • Next section: presents Solution + features/testimonials
  • End: single clear call to action
• For complex offerings (e.g., software, tools), PAS helps prospects map your product to their pain quickly.

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AI execution claim (practical workflow, not “strategy”)

The speaker argues PAS can be generated with a chat bot (e.g., ChatGPT) rather than expensive AI “PAS tools.”

Workflow shown

1. Tell the bot what you’re selling (e.g., kettlebells).
2. Specify target audience (e.g., marathon runners).
3. Explain how the product helps (e.g., avoid injury, build strength, cross-train).
4. Bot outputs multiple PAS variations, including:
   • injury/stagnation angle (problem + agitation about body/running needing strength)
   • “avoid a big mistake” angle and resilience building (agitation + solution framing)
5. You still edit based on your specific market/prospect needs.

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Metrics / KPIs

• No explicit numeric business KPIs (revenue, CAC, LTV, churn, conversion rates, timelines) are provided in the subtitles.

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Presenters / Sources mentioned

• Dan Kennedy (credited as “thanks to Dan Kennedy” for the PAS concept/history being referenced)
• Joe Karbo (author of The Lazy Man’s Way to Riches)
• Bas Camp (company used as an example of PAS usage; likely referring to Basecamp project management)