The PAS Copywriting Formula

Ever notice how problems grab attention faster than promises? That’s why the PAS (Problem, Agitate, Solution) formula works like magic — it pokes the pain before handing you the cure.

Why This Formula Works

• Problem first: Names the pain your reader already feels.
• Agitate: Rubs salt in it so they can’t ignore the issue.
• Solution: Offers instant relief through your product.
• Emotion-driven: People buy with feelings, not facts.
• Single focus: Every line pulls toward action.

Real Brands Using PAS

• Headspace: Talks about stress, then shows how to relax.
• Dollar Shave Club: Ridicules overpriced razors, then undercuts them.
• Grammarly: Points out writing flaws, then fixes them fast.