PAS (Problem Agitate Solve)
01 Definition
PAS (Problem Agitate Solve) meaning: A copywriting formula that names a problem, intensifies it, then offers the solution.
PAS is a three-step copy structure: state the reader's Problem, Agitate it by highlighting the pain or consequences, then present your Solution. It works because it starts from a felt need before pitching. Agitation should stay honest, since exaggerating problems can feel manipulative.
Why it matters
How PAS (Problem Agitate Solve) fits the work
PAS keeps copy focused on the reader's pain before the product, which helps the eventual solution feel relevant rather than like an unprompted sales pitch.
In context
The ad names slow website load times, agitates by noting lost sales, then offers the hosting plan as the solution.
Practical note
Keep agitation truthful and proportionate. Overstating fear or pain to pressure people can backfire and damage trust, especially in sensitive categories like health or money.