The Problem-Agitate-Solution (PAS) Copywriting Formula

Ever get stuck staring at a blank page? Use the PAS formula. Problem, Agitate, Solution. It’s like storytelling for selling — you spotlight the reader’s pain, twist the knife a bit, then swoop in with your fix.

The PAS Formula in Action

This image breaks it down perfectly:

• Problem: “Having a bad hair day”
• Agitation: “Challenges of a bad hair day” — remind them how frustrating it feels.
• Solution: “10 easy hairstyles for a bad hair day” — quick fix, instant relief.

Why It Works

• It builds empathy and connection fast.
• It stirs emotion that drives action.
• It positions your product as the hero.
• It’s natural storytelling that sells.

Real Examples

• Dollar Shave Club: Tired of overpriced razors? Try ours.
• Headspace: Stressed again? Calm your mind in minutes.
• Grammarly: Embarrassing typos? Fix them automatically.