Decoding the PAS Copywriting Formula: How to Write Engaging Copies
Are you struggling with writing a copy that sells? Try the Problem — Agitate — Solution Copywriting formula. Learn how to use this simple formula to construct engaging copies that win over your audience.
PAS — Problem, Agitate, Solution — is one of the most popular formulas in copywriting. It can help you develop direct and concise messages while focusing on your target audience’s desires. This formula works well for Landing Pages and Squeeze Pages for lead generation.
PAS has a simple structure that divides your copy into three sections.
- Section one: You start by highlighting a problem your audience has. It can also be a need they have.
- Section two: You agitate the audience by talking about the problem in depth. Talk about how the issue is persistent, and how there are no accessible solutions in the market.
- Section three: You solve their problem by offering your product or service.
Section one: Problem
Identifying your audience’s main problem is one of the most critical steps in using the PAS formula. After all, if you don’t know what they want to change about their lives, you won’t be able to offer them a solution. So, before you can craft a PAS copy, you have to compose a good buyers persona. And before you can do that, you have to understand your audience. The best way to understand your audience is by asking them questions and talking to them.
I’ve compiled a list of suggestions and tips I learned in my six years of copywriting experience. Here’s a lazy copywriter’s guide to creating the perfect audience persona. I hope this helps!
Start your copy by introducing the problem or need. For instance, if you are a high-fiber cereal brand targeting mothers, start your copy with: “Kids want to eat junk food. There’s nothing you can do about it.” By highlighting a problem mothers face every day, you are grabbing their attention and set the tone to introduce your product.
Section two: Agitate
Once you know what’s bothering your audience, write content that agitates them. Engage their emotions while presenting your product as a solution for their stressor.
Of course, no one likes to deal with stress. We also don’t like talking about it. So, keep that in mind as you work through this section. You don’t want your audience to think of you and your product as a source of stress. Instead, make it clear how using your product will help alleviate their problems.
Section three: Solution
Finally, introduce your product or service as a solution. Find your USP and break it down to the most fundamental points. Talk about each point and explain its benefits. Paint a picture of how your product/service is the go-to solution.
Voila! There you have the perfect PAS copy.
In short, don’t market your product. Market the solution. If you can make an idea seem relevant to someone’s life or pain point, they are far more likely to check out your offer.
Want to learn more about how you can use this formula? Here’s a case study on using the PAS formula to write an engaging “About Us” page copy:
Short summary
PAS — Problem, Agitate, Solution — is one of the most popular formulas in copywriting. This formula is perfect for writing landing pages and squeeze pages for lead generation.
PAS has a simple structure that divides your copy into three sections.
- Section one: Identify your audience’s main problem. Start your copy by introducing the problem or need.
- Section two: Agitate the audience by talking about the problem in depth. Talk about how the issue is persistent, and how there are no solutions.
- Section three: Introduce your product or service as a go-to solution.
Don’t market your product. Market the solution.
