The best copywriting strategy | How to do PAS copywriting

PAS copywriting formula stands for pain-agitate-solve. This can save time and energy compared to coming up with unique combinations from scratch. A writing formula uses proven and effective writing strategies that can be adapted to any topic. Check this super effective copywriting strategy.
PAS copywriting, copywriting strategy

The Copywriting Formula for PAS works especially well for social media. Dan Kennedy, the business strategist, and millionaire, says that the PAS copywriting formula is “the most effective sales formula ever devised.” PAS copywriting formula stands for pain-agitate-solve. By using formulas like PAS, copywriters can save themselves time and energy compared to coming up with unique combinations from scratch. 

A solution aggregation process or process aggregation solution is known as the PAS copywriting strategy framework. 

There is no complication to PAS copywriting. First, describe the problem you wish to solve. Next, you state what would happen if the problems persist or worsen. In your last paragraph, you describe how you solved the problem with your answer, product, or service.

The process is so simple. It is for this reason that the PAS copywriting formula is a big deal in the world of copywriting, specifically social media copywriting strategy.

It's worth considering if you're going to try Problem-Agitate-Solve before diving into examples. What is it about this PAS formula that is so effective?

Kid checking PAS copywriting, copywriting strategy

PAS Copywriting Formula: A focus on pain 

It is the principle of Pain-Pleasure that is at the heart of every decision you make, even those made when reading a social media post. This principle was written down by Sigmund Freud in 1895. Humans tend to seek pleasure and avoid pain. To meet our need for gratification or avoid discomfort, we will go to great lengths to satisfy it. 

However, the tug towards pleasure and the pull against pain are not equal. 

Researchers Daniel Kahneman and Amon Tversky believe that humans have more aversion to pain than attraction to pleasure. Since 1979, the Prospect Theory has described how people view gains and losses. The tendency is disproportionate. The preference is for avoiding losses rather than acquiring equivalent gains.

When creating the PAS copywriting formula, readers' "problems" take center stage.  Your writing reveals readers' pain when you present a problem. People prefer not to remain in uncomfortable zones. A little agitation will get readers to want to move on. Your solution will be welcomed with open arms thanks to this copywriting strategy. 

It is for this reason that the Problem-Agitate-Solve approach is so effective. When you outline the reasons why a reader feels uncomfortable, you suggest alternatives. If you receive a click, a Like, a comment, or a response, these actions are considered successful.

person using laptop computer, with the right copywriting strategy

In the case of social media copywriting strategy, PAS works extremely well 

A simple formula such as PAS copywriting is especially useful when writing copy for social media, where there is little time or space available. People scroll. It's better if they don't think TLDR (Too Long, Didn't Read). Rather, make sure you get their attention. 

The best way to avoid something they dislike is to mention something that makes them cringe first. Nobody likes to feel uncomfortable.

It is important to stay out of the "problem" zone to succeed with PAS copywriting. Make sure that you're not misleading readers. They need to be lifted from the depths (or worried or disappointed) and moved on. You write for solutions, isn't that right? This copywriting strategy formula culminates in solving the problem.

In social media content and other short-form content like an email or a blog post introducing the PAS copywriting formula comes in handy. A simple question presents the problem, you emphasize the problem briefly, then you provide a quick solution and a link to more information. 

Examples of this copywriting strategy: How to Solve Problems, Agitate, and Organize

The following examples of Problem-Agitate-Solve are provided to whet your writing appetite.

  • Problem: Want to become a content writer? 
  • Agitate: But you're unsure of how to begin. 
  • Solution: Whatever your niche may be, here are five writing tips you can put into practice right away. 

  • Problem: If you are buying tomato plants, be sure to look for dark green leaves. 
  • Agitate: Yellow and pale green coloration indicate dietary deficiencies.
  • Solution: Also, be sure to look for two other signs of a healthy plant. 

PAS Copywriting Formula - Another Version

woman in black long sleeve shirt covering her face with her hands. Probably she's not using PAS copywriting, the best copywriting strategy.

A good deal of copywriting strategy experts, including those at the Buffer blog, use before-after-bridge in social media copywriting and other content.  In essence, the formula follows the same pattern as Problem-Agitate-Solve.

  • The problem before: "Here's how it looks"
  • As it looks after solving the problem: "Here's your world then"
  • Bridge: "Here are the directions"

Among the two, what's the main difference? "Agitates" a bit more with the PAS copywriting formula.  

Are you suggesting that we should think of Problem-Agitate-Solve as negative in nature? Not at all. What you are doing with this copywriting strategy is helping readers confront their problems and find solutions. 

We don't consider that a negative statement. It's quite the opposite in fact. The Problem-Agitate-Solve (PAS copywriting) sales formula was the first to produce reliable results.

Did you learn about this copywriting strategy? If you want to read about some other content strategies, you can read some other blogs:


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