Your Complete Guide To The PAS Framework

Originally Published: 7 January 2022
Last updated: 18 March 2022
Written by: Nick Jolliffe

Reading Time: 5.2 minutes

Categories: Marketing Strategy
Your Complete Guide To The PAS Framework

We all know by now that copywriting is a very creative thing, and there is no one way to approach it or method to use that will produce great results 100% of the time. But just because it isn’t a paint-by-numbers craft, that doesn’t mean there isn’t science behind it. There are a number of different copywriting formulas out there designed to help you get it right, and produce the most effective copy possible. And one of those is the PAS framework. 

The PAS framework is widely considered to be one of the most effective copywriting conversion frameworks. Its purpose is simple – to help you write the most persuasive copy possible for your business. It’s a cornerstone formula and a must-know for any copywriter. But what is it, and how can you use it in your business?

What Is The PAS Framework?

The PAS framework is meant to help you structure persuasive messages for your content. It’s been tried and tested over years and proven to be the most effective method for increasing conversions. So if you’re starting at a blank page not sure where to start, this formula can eliminate a lot of the guesswork and get you putting pen to paper.

There is some slight disagreement over what the specific words are, with some people saying ‘problem, agitation, solution’ and others using ‘pain, agitate, solve’ – but the premise is exactly the same regardless of which version you use. There is the problem/pain your customer experiences, the difficulties it causes them, and how you can solve it for them. Follow that formula for everything you write, and you’ll greatly improve your chances of converting prospects into customers. It’s as close to foolproof as it’s possible to be on copywriting. Whether you’re writing web pages, brochures, blogs, emails or even a tweet, the PAS framework applies to it all. 

For the purposes of this blog, we’ll be using the problem, agitate, solution version.

How Does The PAS Framework Work?


There are a lot of ‘Ps in the world of marketing, and a lot of them will stand for ‘problem’. But not your problem – your customers. Understanding what issues your customers face is crucial to not only product development, but how you market your end product effectively. So, what is the customer’s problem? If you’re not sure, start with your solution and work backwards until you understand how you can make your customer’s life better. Once you’ve pinned down the problem, describe it as vividly and evocatively as you can. Bring it to life for your customer, and make them feel that difficulty as they read.


Now you have your customer on the hook, it’s time to wiggle it around a bit. Agitation (or agitate) is all about making that pain point more painful and reminding the customer of why it’s a problem for them. This stage is all about how it makes the customer feel, what issues it brings up for them and why they need a solution. The trick here is to make sure you aren’t stirring things up too much. You don’t want to wallow in pain or make the customer feel bad. Instead, you just need a few carefully crafted sentences to make it hit home.


This is where you pick your customer up off the floor and show them the light at the end of the tunnel with the S – solution. Here is where you paint yourself as the hero riding in on a white horse to make everything better again. Make sure you address how your solution addresses and solves their problem, and how it can take away the pain. This is where you sell, without turning it into a bit long sales pitch. Instead, give them just enough information to make them want to reach out and find out more. A strong call to action is a must here.

An example of PAS copywriting

Of course, writing within any framework is not going to be an easy transition, especially if you’re not used to writing in it. And it can sometimes be difficult to imagine how you would integrate this technique with your copy in a way that feels natural. So we’ve put together a short paragraph of copy for a fictional mattress company, using the PAS framework, and broken it down into the relevant sections to show you what it might look like.


When was the last time you had a really good night’s sleep? You know, the kind of sleep that leaves you feeling refreshed, invigorated and ready to take on the world?


We all know how a bad night’s sleep can make you feel. Grouchy, run-down, with a head full of nails and cotton wool and a brain fog that no amount of coffee seems to be able to clear.


If this sounds like your normal, then you need to know about the sleepmatic3000. This therapeutic mattress is designed with your sleep in mind, leaving you floating on the fluffiest of clouds, with perfect support all night long.

The reason the PAS framework works so well is that it forces you to really see things from your client’s point of view. Instead of focusing on your products and services, you have to think about what the customer is experiencing and the real impact your solution will have on their life. It really puts you in the shoes of your audience, and that perspective is priceless. Particularly when you remember that no one likes being sold to, and so more direct or pushy sales tactics are more likely to fall flat. By using the PAS framework you will see higher conversion rates and a bigger buy-in from your customers, which is exactly what you’re looking for! If you’re not sure how to use the PAS formula, or you have some questions about where you should use it in your content, we would love to help. Just get in touch with the team at Lion Spirit Media today and book your free coffee and chat with us.

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