How to Use Problem-Agitate-Solve (PAS) to Create Irresistible Copy

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I’m going to tell you something game-changing about writing copy – the kind that truly connects with people and gets them to act.

In today’s digital world, where everyone’s screaming for attention, your words need to do more than just inform. They need to compel. They need to cut through all the noise, tap into what people really want, and then show them a clear path to get it. This superpower doesn’t come from fancy words alone, but from truly understanding people, and then applying that understanding through a proven framework: Problem-Agitate-Solve (PAS).

PAS isn’t some fleeting trend; it’s a timeless way to communicate effectively, honed to a fine edge for copywriting. It mirrors exactly how we think when we face a problem: first, recognizing the pain, then feeling that discomfort grow, and finally, actively looking for a way out. By carefully guiding your reader through this journey, you shift them from just reading to actively engaging, which ultimately leads to them taking action.

This comprehensive guide is going to break down PAS for you. I’m arming you with actionable strategies and real-world examples to transform your copy from just “there” to truly magnetic. We’ll dive deep into figuring out the problem, mastering the art of agitation without being pushy, and learning how to present solutions that aren’t just good, but utterly irresistible.

The Core of Persuasion: Understanding PAS

Before we dissect each part, let’s grasp the big picture. PAS thrives on empathy. You’re not just selling something; you’re providing a solution. Your job is to step into your reader’s world, acknowledge their struggles, make them really feel the need for a change, and then present what you offer as the natural, logical, and inevitable next step forward.

Think about it like a real conversation you’d have with a friend who’s going through something tough. You wouldn’t just blurt out advice immediately. You’d listen to their problem, acknowledge how much it’s bothering them, and then, and only then, gently suggest a way out. PAS simply puts this empathetic, persuasive dance into a clear structure.

1. The Problem: Digging Up What’s Hurting Them

The first, and in my opinion, most vital step in PAS is to clearly voice the reader’s problem. This isn’t about your product or service right now; it’s about their current situation, their frustrations, what they lack, and their anxieties. If you don’t nail down and articulate their pain, everything else you write will just fizzle out.

Here’s how to really define that problem:

  • Don’t Just Stay on the Surface: Don’t just state the obvious. Dig deeper into the consequences of the problem. What are the ripple effects? How is it messing with their daily life, their hopes, their emotional well-being?
    • Surface-level Example: “Your email marketing isn’t working.”
    • Deeper Problem Example: “Are you pouring hours into crafting email campaigns, only to see abysmal open rates and zero clicks? Does all that effort feel like you’re shouting into an empty room, leaving you wondering if email marketing is even worth the fuss anymore?”
  • Speak Their Language: Ditch the jargon. Talk directly to your audience using words they understand and connect with. How do they describe their problem? Listen to what they complain about, read online forums, and really pay attention to customer feedback.
    • Jargon Example: “Inefficient CRM integration leads to data silos.”
    • Their Language Example: “Are you constantly sifting through disorganized customer information across five different spreadsheets, wasting precious time and missing crucial follow-up opportunities?”
  • Be Specific, Not Vague: General problems lead to general interest. Specific problems hit home. Pinpoint the exact symptom or repercussion.
    • Vague Example: “You’re stressed about money.”
    • Specific Example: “Do you dread looking at your bank account balance each month, constantly feeling the pressure of unexpected bills and rising living costs, wondering if you’ll ever truly feel secure?”
  • Show Empathy Right Away: Let the reader know you get their struggle. This instantly builds trust and connection. Phrases like “You know the feeling when…” or “Does this sound familiar?” are incredibly powerful.
    • Example: “Remember that stomach-dropping feeling when you realize you’ve missed a crucial deadline, and the mad scramble that follows to salvage the situation?”
  • Paint a Clear Picture of Their Current Reality: Use vivid words that let them “see” themselves in the problem. Make it real and relatable.
    • Example: “Imagine your inbox overflowing with junk, legitimate emails buried, and your most important communications getting lost in the digital flood. That constant low hum of anxiety in the background, knowing you’re missing something vital.”

Let me give you a concrete example (Problem Section):

Let’s say we’re talking to small business owners who are struggling to be seen online.

“Your small business is truly a labor of love. You pour your heart and soul into your products or services, utterly believing in their quality. Yet, when you look at your website analytics, the numbers are just flat. Your competitors, some of whom offer far less, seem to be everywhere – ranking high on Google, taking over social feeds, and constantly bringing in new customers. Meanwhile, you’re left wondering if all your hard work is just screaming into the digital void, feeling frustrated and completely invisible.”

2. The Agitate: Making That Need for Change More Urgent

Once you’ve clearly stated the problem, the next step is to agitate it. This isn’t about being aggressive or manipulative. It means gently, but firmly, showing the reader the consequences of not solving the problem. You’re turning their quiet discomfort into a more pressing need, making the pain point so undeniable.

Here’s how to effectively agitate:

  • Highlight the Negative Consequences: What happens if this problem just keeps going? Detail the lost opportunities, the financial drain, the emotional toll, or the damage to their reputation.
    • Example (Problem: Low website traffic): “But what does that stagnation truly mean for your business? It means countless potential customers are searching for what you offer, but finding your competitors instead. It means every month without growth is a lost opportunity for revenue, for expanding, for finally achieving the financial freedom you dream of.”
  • Focus on the Emotional Toll: Problems rarely exist in isolation. How does this issue make your reader feel? Frustrated? Stressed? Overwhelmed? Trapped? Lonely? Connect with these deeper emotions.
    • Example: “That feeling of being left behind, watching others thrive while you struggle to gain traction – it’s not just discouraging, it’s soul-crushing. It drains your motivation, makes you question your abilities as a business owner, and keeps you awake at night.”
  • Address Their “What Ifs”: Play on their fears of what might happen if they don’t act. Showing how negative scenarios could play out in the future can be very effective.
    • Example: “What if this trend continues? What if those nagging doubts about your online presence become a permanent obstacle to your goals? You risk becoming just another forgotten business, overshadowed by those who figured out how to stand out.”
  • Use Vivid Imagery of the Undesirable Future: Help them really see the continued pain. The more concrete, the better.
    • Example: “Imagine another year passing, still struggling to pay your team, still feeling the pinch of late invoices, still watching your dreams of a thriving enterprise slowly fade because your message isn’t reaching the right people.”
  • Introduce Scarcity or Urgency (when it applies): While not always appropriate, if there’s a limited window or a situation that’s getting worse, subtle hints of urgency can agitate.
    • Example: “Every day you remain hidden online, your competitors strengthen their foothold, making it even harder to break through when you eventually decide to act.”

Let’s continue with our small business owner example (Agitation Section):

“But what does that stagnation truly mean for your business? It means countless potential customers are searching for what you offer, but finding your competitors instead. It means every month without growth is a lost opportunity for revenue, for expansion, for finally achieving the financial freedom you envision. That feeling of being left behind, watching others thrive while you struggle to gain traction – it’s not just discouraging, it’s soul-crushing. It drains your motivation, makes you question your business acumen, and keeps you awake at night. What if this trend continues? What if those lingering doubts about your online presence become a permanent obstacle to your goals? You risk becoming just another forgotten business, overshadowed by those who figured out how to stand out and attract their ideal clients.”

3. The Solve: Presenting the Irresistible Solution

After you’ve laid out the problem and agitated its consequences, your reader is now ready for a solution. This is where what you offer steps in, not just as some random product, but as the direct, logical, and inevitable answer to the pain you’ve so carefully identified and amplified.

Here’s how to present your solution effectively:

  • Introduce Your Solution as the DIRECT Answer: Clearly connect your product/service back to the problem you agitated. Position it as the antidote.
    • Example: “But imagine if you could cut through that digital noise. Imagine if your ideal customers found you effortlessly, eager to engage with what you offer. That’s precisely what our [Your Solution Name] helps you achieve.”
  • Focus on Benefits, Not Just Features: Don’t just list specifications. Explain how those features translate into real, positive outcomes for the reader. How will their life or business get better?
    • Feature Example: “Our software has an intuitive drag-and-drop interface.”
    • Benefit Example: “No more wrestling with complex coding or frustrating interfaces. Our intuitive drag-and-drop system means you can design professional-looking campaigns in minutes, freeing up valuable time to focus on your actual business.”
  • Paint a Picture of the Desired Future: Just as you painted a picture of their current undesirable reality, now paint a contrasting, desirable future with your solution in place. How will they feel? What will they achieve?
    • Example: “Picture your inbox transformed: clear, organized, a place where important communications are easily spotted and dealt with. Imagine the peace of mind knowing you’re always on top of your messages, never missing a crucial client email or a vital opportunity.”
  • Provide Case Studies, Testimonials, or Social Proof (if you have them): Show them that others have successfully used your solution to overcome similar problems. This builds credibility and reduces perceived risk.
    • Example: “Just ask [Client Name], who saw a 3x increase in qualified leads within the first month of implementing our strategy, completely transforming their sales pipeline.”
  • Address Potential Objections & Reassure: Proactively acknowledge any doubts they might have and offer reassurance. This builds trust.
    • Example: “You might be thinking, ‘This sounds great, but I’m not tech-savvy.’ Don’t worry. Our dedicated support team is there every step of the way, ensuring a seamless transition and continuous success.”
  • Clearly State the Call to Action (CTA): Tell them exactly what you want them to do next. Make it easy and obvious. Use strong, benefit-oriented verbs.
    • Example: “Ready to finally attract the clients you deserve and build the thriving business you’ve envisioned? Click here to schedule a free strategy session.”

Let’s finalize our example for small business owners (Solve Section):

“But imagine if you could cut through that digital noise. Imagine if your ideal customers found you effortlessly, eager to engage with what you offer. That’s precisely what our ‘Visibility Booster Blueprint’ helps you achieve. We provide a step-by-step, actionable framework designed specifically for small businesses to dominate local search, optimize your website for attracting high-quality leads, and craft social media content that genuinely resonates. No more guessing, no more wasted effort. You’ll gain a clear roadmap, expert guidance, and the proven strategies to transform your online presence from invisible to irresistible. Picture your business dashboard glowing with new leads, your calendar filling with qualified consultations, and that anxious feeling replaced by the confidence of consistent growth. Stop wondering if your hard work is paying off. Start seeing tangible results. Ready to finally attract the clients you deserve and build the thriving business you’ve envisioned? Click here to download your free ‘Visibility Booster Blueprint’ and discover the path to online success.”

Common Mistakes to Avoid with PAS

While PAS is incredibly powerful, using it wrong can actually backfire. Be mindful of these common pitfalls:

  • Problem-First, Always: Never jump straight to the solution. The problem and agitation are what make your solution truly impactful. Without them, your solution is just another offering in a crowded market.
  • Exaggerated Problems or Agitation: Authenticity is key. Don’t invent problems or overstate consequences. Readers are smart; they’ll spot a disingenuous claim. Focus on genuine pain points that truly resonate.
  • Weak Agitation: The problem itself might be obvious, but if you don’t emphasize its implications, the urgency for a solution stays low. Don’t be afraid to gently rub the salt in the wound (metaphorically, of course).
  • Solving the Wrong Problem: Make sure your solution directly addresses the problem you’ve agitated. A mismatch will confuse and disengage the reader.
  • Overly Technical Solve: Remember to translate features into benefits. Your reader cares about how your solution improves their life, not necessarily the intricate mechanics of how it does so.
  • Lack of Clear CTA: After all that persuasive work, don’t leave your reader hanging. Tell them precisely what to do next.

Unleashing the Power of PAS Across All Formats

The beauty of PAS is how adaptable it is. It’s not just for long sales pages. Its core structure can be shrunk down and applied to almost any piece of copy:

  • Email Subject Lines:
    • Problem: “Still stuck with dead-end leads?”
    • Agitate: “Your pipeline is drying up, fast.”
    • Solve: “Generate 5x more qualified leads – See How.”
  • Social Media Posts (e.g., LinkedIn):
    • Problem: “Tired of generic content that gets no engagement?” (Or “Is your content strategy stuck in 2019?”)
    • Agitate: “You’re spending hours, only to get crickets. Your audience is out there, but your message isn’t reaching them. Your authority is dwindling.”
    • Solve: “Discover how our Content Mastery Framework helps you cut through the noise and build a loyal audience that truly connects with your brand. DM us ‘Content’ to learn more.”
  • Website Headlines/Hero Sections:
    • Problem: “Frustrated by slow website speeds?”
    • Agitate: “Customers are bouncing before they even see your offer, costing you sales and damaging your Google rank.”
    • Solve: “Ultra-Fast Hosting That Converts. Boost Your Speeds, Boost Your Sales.”
  • Product Descriptions:
    • Problem: “Is your laptop constantly running out of battery, leaving you tethered to an outlet?”
    • Agitate: “Imagine being mid-presentation and your screen goes black. Or missing that crucial video call because you forgot your charger AGAIN. The constant anxiety of a dying battery is draining.”
    • Solve: “Unleash True Freedom with Our 12-Hour Extended-Life Battery. Work, stream, and create for longer without the worry. Get yours today.”

Notice how the core structure remains, even in super short forms. The trick is to get the essence of each step across with efficiency and impact.

Refining Your PAS: Iteration and Empathy

Mastering PAS isn’t a one-time thing; it’s a continuous process of getting better.

  • Audience Research is Non-Negotiable: The more deeply you understand your audience – who they are, what makes them tick, their hopes, and their fears – the more accurately you can pinpoint their problems and agitate them effectively. Do surveys, conduct interviews, analyze online conversations, and pay close attention to customer service inquiries.
  • Test and Optimize: Never assume your first draft is the best. A/B test different problem statements, agitation angles, and calls to action. Small tweaks can lead to massive improvements in conversion rates.
  • Empathy is Your Superpower: Continuously put yourself in your reader’s shoes. What keeps them up at night? What do they secretly desire? When you write from a place of genuine understanding and a desire to help, your copy will naturally become more persuasive.
  • Focus on the Transformation: At its heart, PAS is about selling a transformation. It’s moving the reader from an undesirable ‘Before’ state (Problem + Agitation) to a highly desirable ‘After’ state (Solve). Your copy should constantly reinforce this journey.

Conclusion

The Problem-Agitate-Solve framework is more than just a copywriting technique; it’s a strategic way to communicate with people. It respects the reader’s intelligence, acknowledges their struggles, and offers a clear, empathetic path to a better future. By diligently applying the principles I’ve laid out – carefully defining the problem, thoughtfully agitating its consequences, and presenting an irresistible solution – you will unlock a powerful ability to craft copy that doesn’t just inform, but truly compels. Your words will resonate, inspire action, and ultimately, drive the results you desire. Embrace PAS, and watch your copy transform from ordinary to irresistible.