PAS Framework: Structure Your Copy for Maximum ROI [2025]

Ever found yourself staring at a blank page wondering how to craft a message that resonates with what your audience actually wants?

The essence of effective copywriting is to make every word count and speak directly to the heart of the consumer. It’s about creating a connection that goes beyond the product – it should tap into the emotions and imaginations of your audience.

This is exactly where the PAS framework comes into the picture.

It’s a powerful persuasion technique that taps into how people naturally make purchasing decisions. 

This simple yet powerful copywriting technique has helped countless marketers and business owners transform visitors into leads with strategic messaging that drives action.

In the article, we explore everything about the PAS copywriting framework, when and how to use it, and what alternatives it has.

What is the PAS Copywriting Framework?

An American author and one of the most popular motivational speakers of his time, Zig Ziglar once said, 

“People don’t buy for logical reasons. They buy for emotional reasons.”

With that in mind, the PAS copywriting framework helps you write a copy that not only sells but also helps you build lasting relationships with your customers.

The PAS framework is one of the most widely copywriting frameworks used to create high-converting landing pages, sales pages, email copy, and social media posts. It’s a time-tested persuasion technique that can help you write engaging copy that converts.

PAS stands for Problem – Agitate – Solution.

It’s a copywriting framework that focuses on identifying a problem, making the problem feel more urgent, and then offering a solution to that problem.

The PAS copywriting framework is a three-step formula that helps marketers create compelling copy by following the natural psychological journey customers take when making purchasing decisions. It can also be a highly effective tool for writing persuasive and engaging business emails.

Let’s break down each component of the framework:

Problem

The first step of the PAS framework is to identify specific pain points, challenges, or problems that your target audience is experiencing. Identify the problem that your product or service solves. That is the heart of what good copywriting does.

This is where you demonstrate your understanding of your customer’s world by identifying their struggles or issues and articulating them in clear, relatable terms.

The problem section should:

• Immediately capture the attention of your readers by highlighting something that bothers them
• Create a sense of empathy and understanding with your audience
• Be specific enough to resonate with your target audience
• Create an immediate connection that makes readers think, “Yes, that’s exactly what I’m dealing with!”

Educate them about the problem and make them aware of the potential consequences if they don’t take action. Effective problem statements are clear and concise, and speak directly to the reader’s experience, creating instant recognition and engagement.

Agitation

Once you’ve identified the problem, the next step is to stir things up. Agitate the problem by carefully highlighting the negative consequences of leaving the problem unsolved.

You want to help the readers understand the ripple effects of not addressing the problem and how it will impact their lives or business. This helps create a sense of urgency and motivates them to take action.

The idea is to:

• Intensify the emotional response to the identified problem
• Highlight what could happen if the issue persists
• Make the pain more acute and urgent
• Create tension that demands immediate resolution
• Make them do anything in their power to find a solution to the problem

The goal is to not agitate too much but rather help prospects fully recognize the importance of addressing their challenge. It converts a mere inconvenience into something that requires immediate attention.

Solution

This is where you finally offer a solution to the problem by introducing your product or service without sounding too sales-y or pushy.

You should explain how your product or service can solve their specific problem.

This section should:

• Introduce your offerings as the logical solution to their pain
• Explain exactly how your solution addresses the specific problem
• Highlight key benefits and advantages of your product or service
• Provide tangible proof that your solution works
• Include a clear call-to-action that guides the next steps

This section works best when it directly addresses the specific pain points highlighted in the Problem and Agitation sections. It creates a satisfying resolution to the tension you’ve built.

When implemented correctly, the PAS framework creates a compelling narrative that moves readers from awareness of their problem to conviction that your solution is the answer they’ve been seeking.

What Must You Prepare to Write a PAS Copy?

Using the PAS framework can help you create persuasive copy that motivates your audience to take action.

But how do you do that?

Proper preparation is essential to ensure your copy resonates with your audience and drives measurable results. To do that, you have to put yourself in the shoes of your target audience. Understand their needs and pain points at a deep, almost intuitive level.

The more you can relate to their pain points, the more effective copy you can create.

Remember, understanding your audience’s pain points isn’t about making educated guesses – it requires research.

• Conduct customer surveys to gather direct feedback about specific challenges they face.
• Set up one-on-one interviews where prospects can freely express their frustrations.
• Analyze customer support tickets, social media comments, and examine industry reports to identify patterns of dissatisfaction.
• Run experiments with different problem statements. This helps validate which pain points generate the strongest response.

For many businesses, gathering and interpreting this data (or information) effectively can be challenging.

That’s where working with our agency, Vakulski-Group, can make a significant difference for your business. Our experiments-proven approach to audience research provides actionable insights about your audience’s deepest concerns, frustrations, fears, and obstacles. This helps us to create landing pages that convert at a 37% conversion rate. Interested? Contact us today to learn more! 

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Remember, the effectiveness of the PAS framework hinges entirely on how accurately you’ve identified the problem. Invest time in the preparation phase, and your copy will receive more attention, conversion, and clicks.

This ensures that your readers trust you because you not only understand what problems they are facing but also provide them with a solution that will likely solve their problems.

4 Examples of PAS Framework

1. DesignFiles Homepage

A perfect example of the PAS framework in action is how we helped one of our clients, DesignFiles, create their homepage with the PAS method in mind. 

The headline calls out the problem, followed by agitation, which frames the problems more compellingly.

Remember, the goal is to hit a nerve, not make the readers feel bad. We made sure it sounded like there’s a way to solve the problem.

Scroll down to see how we highlighted the features and benefits of using the design and project management software. We wanted to position it as the perfect all-in-one solution for interior designers.

2. Basecamp’s Landing Page

Basecamp, one of the leading project management systems, integrates the PAS formula on its landing page really well. It’s a great example of PAS copy done right.

The landing page is clear and to the point. The headline clearly highlights the problem in a way that feels so natural.

The agitation takes the problem a bit further from the statement – “Even simple things feel like a grind?”

Finally, the solution is pretty obvious – “Your projects need Basecamp”. Basecamp presents itself as the practical solution. 

You can scroll down to see how it highlights its capabilities with a beautiful, engaging demonstration of how it works and how it can solve your problems.

3. DesignFiles Facebook Ad Copy

DesignFiles also has this Facebook ad copy which calls out the problem immediately: “Sick of wasting hours editing product images for your design boards?”

It captures the attention of the readers almost instantly as they can resonate strongly with the statement. It directly identifies a specific pain point for interior designers. The emoji makes the problem even more relatable.

The imagery further agitates the problem suggesting the complexity of background editing. The ad implies that removing complicated backgrounds is a tedious, sometimes difficult task.

Finally the solution: “”Try the new background removal tool in DesignFiles. It cleanly removes even the…faster than ever…”

It presents their tool as a quick, effortless solution. The video is a cherry on the top – it shows the tool in action which is a strong visual proof that the solution works.

4. Better Call Saul Ad Copy

Everyone knows Saul Goodman, right? – The infamous lawyer/fixer from the popular series, Breaking Bad, and its prequel series, Better Call Saul.

This video is a classic example of the PAS copywriting formula in action. In this particular scene, Saul finds himself stuck selling burner phones in a deserted strip mall.

He knows his audience fears surveillance, so he put this bold headline across the shop window – “IS THE MAN LISTENING? PRIVACY SOLD HERE.” The headline immediately strikes a nerve.

He agitates the problem further by staging a fake phone call on one of his burner phones. He then destroys the phone in front of the customer – it reinforces the urgency of protecting one’s privacy.

The “ON HOLD…DO NOT SELL” sign further increases scarcity to make the customers feel like they should act fast.

Finally, Saul shows off the six burner phones as the perfect fix for selling not just a product but peace of mind. This scene is a masterclass in sales psychology – it’s brilliant how Saul uses his sharp marketing skills and the PAS technique to turn an unremarkable product into a must-have commodity.

5 Tips To Write A Better PAS Copy

Let’s face it: if a copy doesn’t sell anything, it isn’t a copy. This means that your copy – your landing page, social posts, blogs, mission statement – should always sell something.

But is it?

Creating an effective PAS copy isn’t just about following a predefined formula – it’s about crafting a message that truly resonates with your audience. Understanding your unique value proposition helps you craft a targeted copy, but that’s not it.

Here are five practical tips to help you make sure it sells:

1. Be cautious when directly addressing your audience with “you”

It’s good to directly address your audience as you’re speaking to them. This makes them feel like they are part of your writing and helps create immediate connection. However, it also carries some risks.

Your assumptions about their experiences might miss the mark entirely.

Many copywriters jump straight to phrases like “You’re frustrated by…” or “You’ve tried everything…”without confirming these realities align with your target audience’s experiences. You cannot always anticipate what your audience thinks.

Instead, start with more inclusive language like “Many professionals find that…” or “A common challenge in this industry is…”

This subtle tone allows readers to self-identify with the problem without feeling misunderstood.

Unless you’re 100% confident that you’ve got everything right on the very first try, do not address your customers with “you”.  Once you’ve validated your audience’s pain points through research, you can shift to more direct addressing in later iterations of your copy.

2. Stay grounded in reality

Abstract problems don’t drive action. Concrete situations do. One of the biggest pitfalls in writing a PAS copy is describing problems that feel overly theoretical.

Avoid vague statements like “Communication challenges plague modern businesses.” Rather replace them with specific scenarios: “The 3 PM deadline approaches, but half your team hasn’t seen the critical update buried in their overflowing inboxes.”

Ground your problem statements in the real-life experiences of your audience.

Use examples that evoke physical and emotional responses. Describe the frustration, anxiety, or embarrassment that comes with the problem. Make your readers nod in recognition as they think, “That happened to me yesterday!”

3. Match your language to your audience

Your audience has their own vocabulary for describing their challenges. Use it.

Review customer feedback, support tickets, and sales call transcripts carefully. Capture the exact phrases and terminology your audience uses when discussing their problems.

For instance, if you’re writing for financial professionals, industry jargon creates credibility. It would be a bad idea to talk to them in a tone or language that doesn’t make sense to them.

Similarly, a casual tone that resonates with millennials might feel unprofessional to corporate executives.

Adapt your voice to mirror your audience’s communication style, and they will feel an immediate connection to your message. As long as you’re using a tone or language your audience is familiar with, they will move along just fine.

4. Ruthlessly edit your first draft

No one can get it right the first time, and you’re no exception.

Great copy emerges through elimination. Write your first draft without judgment or restraint.

Pour everything onto the page. Then return with a critical eye and a red pen. Cut unnecessary adjectives. Remove redundant phrases or empty adverbs. Remove the fluff. Inject some character into your writing to make it more readable and easy to understand.

Ask yourself with each sentence: “Does this advance the PAS structure or distract from it?”

Read your copy aloud to catch awkward phrases or points where energy drops.

Sometimes your most powerful edit simply makes your copy shorter. Delete anything that doesn’t directly contribute to the copy – whether it’s identifying the problem, amplifying the pain, or presenting your solution as the obvious answer.

5. Test your copy with fresh eyes

You can’t objectively evaluate your own writing. Your brain fills gaps and overlooks flaws because you know what you meant to say.

Have a colleague or test reader review your copy with specific instructions. Ask them to take notes exactly where they feel even a little confused. These attention dips indicate sections that need reworking.

Consider implementing A/B testing with different problem statements to identify what resonates most strongly. Track which versions generate more engagement or conversions.

A different perspective often reveals blind spots in your writing that you’re too close to notice. A fresh set of eyes see what yours can’t.

At Vakulski-Group, we specialize in providing complete conversion rate optimization services. Our team of experts can conduct in-depth target audience analysis and help you build landing pages to convert ad clicks into paying customers. Our data-driven approach ensures your message not only resonates but compels action. Contact us today to discover why 18+ SaaS companies rely on us daily! 

Boost Your Business with Data-Driven Marketing Solutions

Analytics Implementation

Level up your analytics to track every funnel step with precision and drive better results

Data Analysis

Uncover actionable insights and optimize every step of your business journey

CRO

Unleash the power of CRO and run experiments to boost conversions and revenues.

Contact Us

Over 90 satisfied clients & counting

Alternatives to PAS Framework

While the PAS framework is effective, it’s not the only copywriting formula out there. Different scenarios and audiences call for alternative approaches.

Here are five best alternatives to consider:

1. AIDA (Attention-Interest-Desire-Action)

The AIDA model is one of the oldest and most widely used copywriting frameworks. It helps you persuade your readers through four key stages:

• Attention: Captures the reader’s attention with a compelling headline.
• Interest: Pique their interest by sharing relevant information that’s fresh and appealing.
• Desire: Highlight the benefits of your product or service.
• Action: Ask them to take the next step.

According to the AIDA framework, before making a purchase decision consumers need to be made aware that the offering exists and then build interest with relevant information. Then a desire must be created by highlighting benefits and emotional appeals and finally prompting action with a clear CTA.

AIDA works particularly well for traditional advertising formats and sales letters where you need to guide prospects through a complete decision-making process.

2. BAB (Before-After-Bridge)

The BAB framework is a popular copywriting framework commonly used in email marketing campaigns. It’s a useful tool that focuses on persuasive communication. The framework consists of three parts:

• Before: This is the current state or problem that your audience is facing. It describes your reader’s current situation. It’s important to understand their pain points and challenges.
• After: Imagine how their life could be after using your product or service. How easier would their lives be if they had a solution to their problem?
• Bridge: This explains how they can get from their current state to the desired state.

This copywriting framework puts your customers at the forefront. By highlighting their problems and presenting a solution, you are essentially putting their needs first.

3. FAB (Features-Advantages-Benefits)

The FAB framework takes a more product-focused approach. It’s a powerful sales and marketing tool businesses use to understand why people buy their product and then align their marketing strategies to those reasons.

The framework consists of three parts:

• Features: Outlines the physical or technical attributes of a product or service that make it stand out from its competitors.
• Advantages: Outlines the advantages of using your product or service.
• Benefits: Highlights the benefits that directly impact the customer’s life or business.

This framework is particularly useful for technical products where features need clear explanation, or when marketing to analytical buyers who appreciate a logical progression from features to outcomes.

4. 4Ps (Promise-Picture-Proof-Push)

The 4Ps technique provides a powerful framework for writing an appealing email copy. It’s a conversion-oriented formula designed to get your reader’s attention from the get-go.

The technique has four parts:

• Promise: A short yet punchy promise that addresses the main benefits of your offering. It should speak directly to the desires of your target audience.
• Picture: Creates a vivid picture of what their life looks like if you’ve delivered on your promise.
• Proof: Provides proof that your solution delivers as you’ve promised.
• Push: Concludes with a push – a compelling call to action.

This framework works well when testimonials, case studies, or statistics form a crucial part of your persuasion strategy.

5. AICPBSAWN (Attention-Interest-Credibility-Proof-Benefits-Scarcity-Action-Warn-Now)

The AICPBSAWN framework is a powerhouse for crafting persuasive copy that engages and sells. It stands for:

• Attention: Capture the reader’s attention with a compelling headline.
• Interest: Pique their interest by highlighting features and benefits of your product.
• Credibility: Reason why they should believe your word.
• Proof: Prove what you claim is true. Proof validates your claims.
• Benefits: Highlight what’s in it for the customer.
• Scarcity: Create a sense of urgency.
• Action: Encourage the readers to take the desired action, such as making a purchase.
• Warn: Address objections the readers might have.
• Now: Motivate them to take immediate action now.

Each framework has its strengths. The most successful copywriters adapt their approach based on the specific product, audience, and context rather than rigidly adhering to a single formula. Consider your marketing goals when choosing which framework will best serve your needs.

Final Takeaways

The PAS framework is a powerful copywriting technique that helps copywriters and marketers create compelling messages that drive action.

This three-step approach taps into natural decision-making psychology by motivating your audience to take action.

By using the PAS framework, you can effectively identify the problems that your target audience is facing, help them understand the urgency of addressing those problems, and offer your product or service as the perfect solution.

Give it a try the next time you’re writing an engaging copy for your landing page, social media, or email marketing campaign.

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