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In the last few blogs, we covered some of the most popular copywriting frameworks like AIDA and PPPP. In this blog, we will cover another popular and very effective copywriting framework called PAS. This framework is especially effective in short copies, like in social media posts, email copies or even ad copies.
Let’s look at what PAS framework is and how you can use it to create viral posts and incredibly converting landing pages.
PAS stands for Problem-Agitate-Solve. It follows a 3-step formula to appeal to the reader and make them take action:
- Identify the core problem of the reader.
- Agitate the reader by talking about the negative effects of the problem, both in the short-term and long-term.
- Offer a solution (your solution) to either solve or mitigate the pain.
Let’s talk about it in more detail.
P – Problem in PAS framework
The key here is to properly identify a problem. The pain point of the reader must be a pressing problem and one that the reader cares to solve.
PAS copywriting focuses on identifying a problem and agitating it. This means, often times, it needs to have an explanatory paragraph, not just a few words.
Let’s talk about it with an example. This is the landing page of one of Ramit Sethi’s courses. Notice how, after an attention-grabbing headline, he uses the PAS framework very effectively to get more people to grab the free video.
He starts by applying the P in PAS i.e. Identifying the core pain-point of the reader. He goes blunt and says: “We know that our Dream Job won’t just fall into our laps…”
A – Agitate
With the problem now identified and it is time to make the reader get agitated and frustrated with the consequences. In this part, you have to make the reader face the reality. You have to tell them how badly the problem is affecting them. Show them the consequences of not solving this problem.
In our example, Ramit tells exactly the emotions the reader will encounter when the problem remains unsolved. The Agitate section of PAS framework is meant to frustrate the user and take him to the peak before showing the solution as a saviour.
Here is the Agitate section in Ramit’s copy:
S – Solution
Now, the reader is at the peak of his frustration. If the copy is written well and the problem is painful enough for the reader – he now really wants to solve the problem. He is primed to accept a solution to his problem. And this is when we show a way out.
We show how our product or service is the best way to solve the pain point. We explain how the problem will be solved and ask them to act.
Here is how Ramit does it in the copy we looked at:
The solution part should also contain a Call to Action inside it. This is an important step. You can use other techniques of Influence in the copy as well. For example, you could a scarcity technique by putting a limit to the number of people who can apply. You may use social proofing technique by showing testimonials of customers or build credibility by showing endorsements by trust-worthy organisations.
Ramit’s page has some of these at the bottom of his landing page.
That is all there is to know in the PAS framework. You can now try using it in your next post and compare the difference in your conversion rate.
I am sharing some of the good articles on the PAS framework that I found on the internet to help you understand it even better.
You can check all our copywriting-related blogs here. You will benefit immensely by having some copywriting checklists in place. For eg. the 1-2-3-4 copywriting formula and the Forehead slap method to write more effective copies.
Until next time,