Copy & Psychology
PAS
Problem-Agitate-Solution — a copywriting framework. Name the problem, make it feel worse, then position your product as the relief. The default structure for direct-response.
PAS (Problem-Agitate-Solution) is a direct-response copywriting framework that structures a pitch around three beats:
- Problem: Identify a specific pain point the reader recognizes in themselves.
- Agitate: Amplify the emotional weight of the problem — make it feel concrete and current.
- Solution: Position your product as the specific relief.
Example on a knee-pain product:
"Tired of knees that pop every time you stand up? Every morning you get out of bed a little slower. Every stair feels a little worse. Left alone, knee issues don't fix themselves — they just narrow your life until walking up a hill is a negotiation. Our [product] reverses that in 15 minutes a day..."
PAS is the default short-form ad structure because it mirrors how people actually think about buying relief products.