Home/Formulas/PAS
PAS — Emotional

Problem · Agitate · Solution

The most powerful short-copy formula. Empathise first, then offer relief.

5 min readUpdated June 2026
Formula
PAS
See the steps ↓

What is the PAS formula?

PAS — Problem, Agitate, Solution — is the most powerful short-form copywriting formula ever created. Where AIDA builds desire gradually, PAS cuts straight to the reader's pain and intensifies it before offering relief. It works because it mirrors how humans actually experience problems: we notice them, we feel the emotional weight of them, and then we look for anything that makes them go away. Copy that follows this arc feels less like advertising and more like understanding.

Step by step

The 3 stages of PAS

P
Stage 1
Problem
Name the pain precisely. Use the reader's own language — show you understand their world.
↓

The Problem stage is about recognition, not education. The reader must see their situation named so accurately that they think 'this is exactly me.' The key is specificity — 'struggling with email marketing' is too broad. '14% open rates on a list you've been building for two years' is the reader's specific reality.

Do
  • Use the exact language your audience uses to describe the problem
  • Be as specific as possible — name the situation, not just the category
  • Make it feel like you've lived their problem yourself
  • Open with the problem, not your product
Don't
  • Start vague ('Many businesses struggle with...')
  • Introduce your solution before agitating
  • Use jargon the reader doesn't recognise
  • Exaggerate to the point of losing credibility
A
Stage 2
Agitate
Stir the emotional cost of the problem left unsolved. Make the status quo feel uncomfortable.
↓
S
Stage 3
Solution
Present your offer as the natural relief. The reader should feel like you wrote this for them.
↓
See it in action

Real example

Real example — Facebook adA freelance copywriter targeting coaches who struggle to write their own bios and website copy.
Problem“Still rewriting your bio for the fifth time and it still doesn't sound like you?”
Agitate“Every day your profile sits bland, potential clients scroll past and hire someone whose copy did its job — even if their work isn't as good as yours.”
Solution“ProfileCopy.co writes your complete bio in 48 hours. Sounds like you. Converts like a pro. Starting at $97.”
Best applications

When to use it

Short adsShort ads
Email subject linesEmail subject lines
Social postsSocial posts
Intro paragraphsIntro paragraphs
The psychology

Why it works

  • Leads with empathy — readers feel understood
  • Creates emotional urgency without being pushy
  • Works in as few as 3 sentences
  • Agitation is what separates average from great copy
Watch out for

Common mistake

✕ Over-agitating to the point of feeling manipulative. The pain must be real and your empathy genuine — readers sense when it's manufactured.
Power tip

The Agitate stage is where most writers are too timid. Spend the most words here. If the problem doesn't sting, the solution won't land.

Avoid these

Common mistakes

✕ Being too timid in Agitate
FixMost writers spend one weak sentence agitating. Spend more time here than anywhere else. If the problem doesn't sting, the solution won't land.
✕ Manufactured or exaggerated pain
FixReaders sense inauthenticity immediately. The pain must be real and your empathy genuine. Over-agitating kills trust.
✕ Skipping Agitate entirely
FixProblem → Solution without Agitate is just a pitch. The Agitate stage is what makes PAS emotionally resonant rather than transactional.
✕ Using PAS for unaware audiences
FixPAS assumes the reader already feels the pain. For oblivious audiences, lead with education (ACCA or AIDA) before using PAS.
Going further

Variations worth knowing

PASO
Problem · Agitate · Solution · Outcome
Adds an Outcome stage describing the reader's life after the solution — combining PAS emotional urgency with BAB-style dream painting.
PASS
Problem · Agitate · Solve · Sell
Separates the solution (how it works) from the sell (why to buy now) — useful for complex products that need explanation before the pitch.
Quick answers

Frequently asked questions

What is the PAS formula in copywriting?↓
When should I use PAS instead of AIDA?↓
Why is the Agitate stage so important?↓
Can PAS be used in long-form copy?↓