Why PAS Still Works (Steven's Take)
When I first stumbled across the PAS formula—Problem, Agitate, Solve—I thought it was too simple to be powerful. But I was wrong. Dead wrong.
The first Facebook ad I ever wrote using PAS outperformed my usual copy by 4x. Why? Because it stopped trying to "sound smart" and instead hit people where it mattered: their real, raw problems.
People don't act because we throw benefits at them—they act when they feel understood. PAS is brilliant at that. It mirrors how we naturally think: we notice a pain, we feel the discomfort, and we crave relief.
Over the years, I've used PAS in everything from landing page openers to TikTok captions and email hooks. And guess what? It still works. Not because it's trendy, but because human psychology hasn't changed.
If your copy feels flat or too "safe," PAS will shake things up—fast.
What Is PAS?
PAS stands for Problem – Agitate – Solve. It's one of the most straightforward and time-tested copywriting formulas out there.
Here's the flow:
- Problem: Identify the issue your audience is struggling with.
- Agitate: Stir that problem. Add emotion, urgency, and weight to it. Make them feel why it hurts.
- Solve: Present your solution—clearly, confidently, and without fluff.
Think of PAS like a conversation with a frustrated friend. You don't start with advice—you start by showing you understand their pain. Then you dig a bit deeper to help them see what's really at stake. Only after that do you offer something that might help.
That's the power of PAS: empathy first, solution second. And that simple shift changes everything.
When to Use PAS
PAS shines when you need to grab attention fast and spark action. It's ideal for:
- Ad copy – Facebook, Google, YouTube pre-rolls.
- Landing page intros – Especially hero sections or above-the-fold hooks.
- Email subject lines and first sentences that break the scroll.
- Short-form video scripts – TikTok, Reels, YouTube Shorts.
Whenever you're writing for a distracted audience—and let's be honest, that's almost always—PAS helps you cut through the noise by speaking to a pain they're already feeling.
From my own tests, I've found PAS works best when the problem is urgent or emotionally loaded. It doesn't work as well for technical explanations or soft benefits.
If you need your reader to stop, feel, and act—PAS delivers.
Step-by-Step Breakdown
Let's unpack PAS one layer at a time. This isn't just theory—it's how I structure real copy, line by line.
1. Problem
Start by identifying the core pain your audience is feeling. Not just what's annoying them—but what's keeping them stuck, frustrated, or quietly anxious.
Bad: "Struggling with productivity?" (too vague)
Better: "You stare at your to-do list for hours and still get nothing done."
2. Agitate
This is where most beginners pull back. Don't.
Agitation means holding up a mirror to the consequences of inaction. Make the pain feel real. Add emotion, discomfort, urgency—but without going into fear-mongering or drama.
Example: "Each unfinished task chips away at your confidence. You feel lazy—but you're not. You're just stuck."
3. Solve
Now, offer the solution. It should feel like a lifeline—not a sales pitch. Be clear, be grounded, and make it feel achievable.
Example: "Try the Focus Sprint Method. 25 minutes of deep work, zero distractions. No fancy apps. Just results."
⚠️ Common Mistakes
- Jumping to the solution too early—without earning attention through empathy.
- Agitating without purpose—causing fear or guilt without context.
- Offering vague fixes—"Take action today!" is not a real solution.
PAS works best when you respect the emotional flow: understand → stir → relieve.
PAS in Action (Example)
✅ Effective Example
Problem: You lie awake at night, staring at the ceiling, dreading the day ahead.
Agitate: The more sleep you miss, the more your focus crumbles, your stress builds, and your patience wears thin. You start snapping at people you care about—for no reason.
Solve: ZenSleep is a natural, non-habit-forming supplement that helps calm your mind and ease you into deep sleep—without grogginess the next morning.
❌ Weak Example
Can't sleep? Try ZenSleep. It's great for rest and relaxation.
What's missing: There's no emotional connection, no depth of problem, no reason to care. The copy jumps straight to the solution without earning attention or trust.
See the difference? PAS isn't about following steps mechanically—it's about feeling the problem with the reader, then offering relief that feels real.
Pro Tips & Mistakes to Avoid
Here's what I wish someone told me when I first started using PAS. These aren't "rules"—they're lessons I learned the hard way:
- ✅ Don't water down the pain.
Be honest about the problem—but stay human. You're not here to scare people; you're here to show them they're not alone. - ✅ Agitate with empathy.
The goal isn't to trigger anxiety. It's to help the reader realize what's really at stake if nothing changes. - ✅ Make the solution feel doable.
Avoid hype. Don't say "revolutionary" if it's not. Show them how your solution fits into their life today, not someday. - ✅ Use real language, not "copy voice."
If it sounds like marketing, it's probably not working. Imagine you're talking to a smart, skeptical friend over coffee. - ❌ Don't skip PAS just because it's short.
Even a tweet can follow the structure. Some of my highest-converting copy was under 50 words—but still had all 3 parts.
The key to PAS isn't following steps—it's following emotion. Start where they are. Walk them through what they're feeling. Then offer real help. That's what turns a formula into a connection.
