When you think of high-converting copy, what comes to mind? Persuasive? Engaging? Clear? These are all vital elements of successful copywriting, and one of the most reliable frameworks for achieving them is the PAS method: Problem, Agitation, and Solution.
In this blog post, we’ll dive deep into how you can leverage the PAS framework to craft compelling, action-driving copy that doesn’t rely on fancy adjectives or exaggerated claims. The power of PAS lies in its ability to focus on what really matters to the reader: their problem, the emotional impact of that problem, and the solution you provide. We’re not here for fluff—just real, actionable insights that get results.
Let’s look at a case study to see how PAS can be applied effectively, without needing to rely on jargon, over-the-top adjectives, or exaggerated claims.
Understanding the PAS Framework
Before diving into the case study, let’s break down the PAS framework:
- Problem: The first step is to identify and state the problem that your audience is facing. This is the starting point of any good copy. Without a relatable problem, the reader has no reason to continue reading.
- Agitation: Once the problem is identified, the next step is to agitate it. This is where you help the reader feel the full emotional weight of their issue. Why does it matter? What could go wrong if they don’t solve it? The goal here is to make the problem personal and urgent.
- Solution: Finally, you offer a solution. This is where your product or service comes in. The solution should directly address the problem and resolve the agitation. It’s important that the solution feels like a natural progression from the problem—this makes the offer feel both relevant and urgent.
Now, let’s look at a real-world example of how this framework works in practice.
Case Study: A Fitness App Company
For this case study, let’s imagine a fitness app company called FitLife, which helps people track their exercise routines, set goals, and stay motivated. FitLife is facing stiff competition in the market, with many other apps offering similar services. However, FitLife stands out due to its user-friendly interface and unique motivational features.
Let’s walk through how the PAS framework would work for FitLife’s marketing copy.
Step 1: Problem – The Struggle to Stay Consistent with Fitness Goals
The first thing we need to do is identify the problem the target audience faces. In this case, FitLife’s target customers are individuals who want to stay fit but struggle with consistency. These people know the importance of working out, but often find it difficult to stay motivated.
Example Copy:
“Do you ever start an exercise routine, only to fall off track after a few days? You’re not alone. For most people, staying consistent with fitness goals is one of the hardest challenges.”
Here, we’ve highlighted the problem without any fluff. Everyone can relate to the challenge of staying motivated when it comes to fitness. It’s clear, relatable, and straightforward.
Step 2: Agitation – The Emotional Weight of Not Reaching Fitness Goals
Now that we’ve identified the problem, we need to agitate it. This is where the emotional side of the problem comes into play. We need to make the reader feel the pain of not solving the issue. Without feeling a sense of urgency or frustration, they won’t be motivated to seek a solution.
Example Copy:
“Every time you miss a workout, you’re not just falling behind—you’re letting yourself down. Those missed workouts add up, and soon, the gap between where you are and where you want to be feels insurmountable. That nagging feeling of guilt becomes overwhelming, and with each passing day, your fitness goals seem farther and farther out of reach.”
Here, we’ve escalated the problem. We’ve painted a picture of what happens when the problem isn’t addressed, tapping into the frustration and guilt people feel. The aim here is not to exaggerate but to make the reader feel the emotional consequences of their inaction.
Step 3: Solution – FitLife’s Comprehensive Approach to Achieving Fitness Goals
After agitating the problem, we now need to provide the solution. This is where we introduce FitLife and show how it directly solves the problem we’ve just highlighted. The solution should feel like a natural progression, making the reader feel as though the answer has been right in front of them all along.
Example Copy:
“FitLife is designed to keep you on track. With personalized workout plans, real-time progress tracking, and motivation features that actually work, FitLife turns your fitness goals into attainable milestones. It’s not just about having a workout—it’s about having a consistent routine that adapts to you.”
Now, we’ve positioned FitLife as the obvious solution to the problem. We’ve included factual data points: personalized plans, real-time tracking, and motivational features. These are the elements that differentiate FitLife from other apps, and by including them, we make the solution tangible and believable.
Bringing it All Together: The PAS Framework in Action
Here’s how the final PAS-based copy would look, combining all three elements into a seamless narrative:
Headline:
“Struggling to Stay Consistent with Your Fitness Goals?”
Body Copy:
“Do you ever start an exercise routine, only to fall off track after a few days? You’re not alone. For most people, staying consistent with fitness goals is one of the hardest challenges.
Every time you miss a workout, you’re not just falling behind—you’re letting yourself down. Those missed workouts add up, and soon, the gap between where you are and where you want to be feels insurmountable. That nagging feeling of guilt becomes overwhelming, and with each passing day, your fitness goals seem farther and farther out of reach.
FitLife is designed to keep you on track. With personalized workout plans, real-time progress tracking, and motivation features that actually work, FitLife turns your fitness goals into attainable milestones. It’s not just about having a workout—it’s about having a consistent routine that adapts to you. Ready to reach your fitness goals? Start today with FitLife.”
Why PAS Works
The beauty of the PAS framework is that it follows the natural thought process of the reader. They first recognize the problem, then feel the urgency of the problem, and finally, are presented with a clear, easy-to-understand solution. The framework guides them through an emotional journey that makes them more likely to take action.
What’s crucial here is that we didn’t rely on over-the-top adjectives or embellished promises. We focused on the problem, its emotional impact, and a straightforward solution. The factual data—like personalized plans and real-time tracking—gives credibility and makes the copy feel grounded in reality. There’s no fluff, just real value.
Applying PAS Beyond the Fitness Industry
While this case study focuses on the fitness app industry, the PAS framework is universal. Whether you’re selling software, a service, or a physical product, the core principles of PAS apply. Think about it: your customers don’t want a flashy sales pitch; they want to know how your product or service will solve their problems. They’re not interested in flowery adjectives; they’re looking for real, actionable solutions to their challenges.
Conclusion: PAS for High-Converting Copy
By using the PAS framework, you can create copy that speaks directly to the needs and desires of your audience. It’s not about dressing up your product in fancy language or making promises you can’t keep—it’s about addressing the real problems your audience faces and offering a practical solution that’s easy to understand.
The PAS method is powerful because it taps into the emotional drivers behind decision-making, moving people from feeling a problem to realizing your product or service is the answer. And when you can connect with your audience on that level, the results speak for themselves.
Ready to start using PAS in your copywriting? Whether you’re drafting a landing page, an email campaign, or a social media ad, remember: focus on the problem, agitate it, and then offer a solution. No fluff, just results.
By following this framework, you’ll be able to create copy that’s not only persuasive but also grounded in reality—driving conversions and building trust with your audience every step of the way.
