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PAS

Problem-Agitate-Solution

Three moves, and the one that does the work is the one people flinch from.

Persuasion & Conversion Pro Framework 3 Steps

What is PAS?

PAS has three moves: name the Problem, Agitate it, then present the Solution. It is shorter and blunter than AIDA, and it works on a different starting condition — PAS assumes the reader already hurts, and only has to make them feel it clearly enough to act.

The middle step is the whole framework, and it is the one people either skip or overdo. Agitate does not mean exaggerate. It means follow the problem to its actual consequence — the second-order effect the reader has not yet articulated. "You cannot tell which clients are profitable" is a Problem. "So you quote the next project from the same bad numbers, and find out which client was unprofitable only after renewing them" is the same fact, followed one step further, and that step is what turns a nod into a click.

Best used for
Sales pages email sequences social ads persuasive content conversion copy

Where PAS Came From

Direct response, not academia

PAS comes out of the direct-response copywriting tradition — mail-order advertising, sales letters, and the practitioners who could measure whether a change made money because the reply coupons either came back or did not. It has no single documented inventor, and any page naming one confidently is guessing.

Why it is measured rather than theorised

That heritage explains its shape. Unlike AIDA, which describes a psychological sequence, PAS is a working method that survived because it out-pulled the alternatives in split tests conducted long before anyone called it A/B testing. It is short because postage cost money and attention was already scarce.

The ethical question is built into it

A framework whose middle step is "make this hurt more" invites misuse, and the direct-response world has plenty of it. The honest version has a hard boundary: agitate a problem the reader genuinely has, and stop at the point where you are describing consequences rather than manufacturing fear. That line is discussed below, because a page about PAS that skips it is not much of a guide.

The 3 Slots, One at a Time

Each slot is a decision. Leave it out and the model still makes it — just without you.

P
Problem
The specific pain, in the reader’s own words.

Problem must be one they would recognise if you said it aloud — not the abstraction your marketing deck uses. "Poor visibility into resource utilisation" is a category. "You cannot tell which clients are profitable" is a Tuesday.

Weak Businesses struggle with time tracking and productivity.
Strong Agency owners cannot tell which clients are profitable, because time is logged at the end of the week from memory, if at all.
A
Agitate
The consequence they have not yet followed through to.

The slot that decides whether the copy works. Agitate well by extending the logic, not the adjectives: what does this problem cause three months later, and who finds out? The test is whether a reader would say "yes, that is exactly what happens" — if instead they would say "that is a bit much", you have crossed into manipulation.

Weak This costs businesses time and money and creates stress.
Strong The consequence is not a spreadsheet gap. It is quoting the next project from the same bad numbers, then wondering in month three why the studio is busy and broke. Most owners find out which client was unprofitable only after renewing them.
S
Solution
The specific relief, and the objection answered.

Solution should map onto the Problem one-to-one. The commonest failure is a Solution that answers a broader problem than the one you named, which reads as a pivot to a sales pitch. Naming the mechanism — how it solves it — is what makes it credible rather than promotional.

Weak Our platform provides a complete solution for your business.
Strong Our tool tracks time passively from calendar and file activity, then shows margin per client rather than hours per person.

One Task, Before and After

The task: Write landing page copy for a time-tracking tool. Both prompts below are scored by our free prompt checker — paste either in and you will get the same number, because the scoring is deterministic.

30 Without PAS · weak
Write landing page copy for a time tracking tool.

Eight words. You will get "Streamline your workflow", three benefit icons and a Start Free Trial button — copy indistinguishable from every competitor.

64 With PAS · workable
Problem: Agency owners cannot tell which clients are profitable, because time is logged at the end of the week from memory, if at all.

Agitate: The consequence is not a spreadsheet gap. It is quoting the next project from the same bad numbers, then wondering in month three why the studio is busy and broke. Most owners find out which client was unprofitable only after renewing them.

Solution: Our tool tracks time passively from calendar and file activity, then shows margin per client rather than hours per person.

Write landing page copy of 180-220 words for owners of five-to-twenty-person creative agencies who have already tried and abandoned a manual timesheet tool. Structure it as a headline, a two-sentence subhead, three short paragraphs following Problem, Agitate and Solution in order, then one call to action. Think about which objection a sceptical owner raises first and answer it inside the Solution paragraph. Do not invent statistics, do not name competitors, and do not use the words seamless, robust or effortless.

The line carrying the most weight is "who have already tried and abandoned a manual timesheet tool" — it tells the model the reader is sceptical, not uninformed.

Where the points are, and where the copy actually is

Sixty-four, the same as the AIDA example, and for the same structural reason: persuasion frameworks have no slot for a persona and no use for visible reasoning. What is worth noticing is which parts of this prompt the scorer rewards and which parts do the real work:

Constraints0 / 10

Deliberately. The three "do not" clauses register as exclusions rather than constraints — the scorer counts those separately, and this prompt scores full marks there. The rules are present; they land in the other column.

Examples0 / 10

A genuine gap, and the cheapest available improvement. One line of sample copy in the target register would be worth ten points and would sharpen the output more than any other single edit.

Role0 / 8

Absent by design. "You are a world-class direct-response copywriter" reliably produces the breathless register PAS is most often criticised for.

The instruction doing the heaviest lifting is not scored at all: "think about which objection a sceptical owner raises first and answer it inside the Solution paragraph." PAS copy fails when the Solution arrives unearned, and pre-empting the objection is what earns it. No framework slot asks for that, which is why it has to be added by hand.

Copy-Paste Prompt Template

Replace the bracketed placeholders with your specific details.

Problem: [The specific pain, in words the reader would use out loud]

Agitate: [The consequence they have not followed through to. Extend the logic, not the adjectives]

Solution: [The specific relief, and HOW it works — mapped one-to-one onto the Problem]

Write [format] of [N] words for [audience, including what they have already tried]. Answer the first objection a sceptical reader raises, inside the Solution. Do not invent statistics and do not use [the clichés you refuse].

When PAS Fits — and When It Does Not

Reach for it
  • Landing pages and sales pages, where the reader arrived because something is wrong.
  • Cold outreach to people with a problem you can name precisely.
  • Re-engagement emails: the problem is the thing that made them leave.
  • Any copy where the reader already feels the pain and needs it made legible.
Use something else
  • Readers who do not yet know they have a problem. Use AIDA — it can create wanting; PAS cannot.
  • Sensitive categories — health, debt, legal, bereavement. Agitating real distress to sell is where this framework earns its bad reputation.
  • Existing happy customers. Reminding them of pain they no longer have is an odd move.
  • Informational and technical writing. Every slot pulls toward persuasion.

10 Ready-Made PAS Prompts

Every prompt below was produced by the Frompting generator with PAS selected — not written by hand for this page. Each is scored by our prompt checker; the median is 83/100. Click one to open it, then copy.

Landing page: time tracking tool 82
You are a conversion copywriter tasked with crafting compelling landing-page copy for a time-tracking tool.

Write concise, persuasive copy that first highlights the core pain that users experience without an effective way to track their work time, then deepens the emotional impact of that pain, and finally presents the time-tracking tool as the clear solution that eliminates the problem and delivers specific benefits.

The copy should be tailored for the following audience: [AUDIENCE: describe the primary users, e.g., freelancers, remote teams, project managers]. Use the product name: [PRODUCT NAME: provide the tool’s name]. Emphasize these key benefits: [BENEFITS: list 2-3 top advantages, such as automatic logging, real-time reporting, seamless integration]. Adopt a tone that is [TONE: e.g., professional yet friendly, energetic, authoritative].

Deliver the landing-page copy in three sections (intro, body, call-to-action) totaling approximately 340-450 words. Ensure the headline grabs attention, the body builds urgency, and the call-to-action is clear and compelling.

Quality criteria:
1. Clear articulation of the user’s problem and its emotional impact.
2. Persuasive presentation of the tool as the definitive solution with concrete benefits.
3. A strong, action-oriented closing that motivates the reader to sign up or learn more.

Exclude any mention of the copywriting framework or its component names.

If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue - do not ask for it and stop.
239 words · scores 82/100 solid
Cold LinkedIn message to a prospect 81
You are a persuasive copywriter tasked with crafting a concise cold LinkedIn message for a prospect.

The message must (1) open by identifying a specific challenge the prospect likely faces, (2) deepen the emotional impact of that challenge, and (3) present a brief, compelling reason why the sender’s offering can alleviate it.

Write the message in a friendly yet professional tone, no longer than **150 words**. It should be ready to copy‑paste into LinkedIn’s messaging field, using plain text (no markdown).

**Quality criteria**:
- Clearly conveys the prospect’s pain point and why it matters.
- Uses vivid, relatable language to heighten the prospect’s sense of urgency.
- Ends with a single, low‑friction call to action (e.g., a request for a brief call).

**Placeholders** (replace with actual details):
[PROSPECT_NAME]: first name of the target contact
[PROSPECT_INDUSTRY]: industry or role of the target
[SENDER_NAME]: your first name
[SENDER_ROLE]: your title or function
[VALUE_PROPOSITION]: concise benefit you deliver

If any of the placeholders are unknown, state your assumption and proceed, or ask up to three clarifying questions before finalizing the message.

Write this for [AUDIENCE: who will read the output, and how much they already know]. Match the depth, vocabulary and examples to that reader.
210 words · scores 81/100 solid
Email: accounting software to small business 79
You are a persuasive copywriter tasked with crafting a concise sales email that convinces a small‑business owner to adopt an accounting software solution.

The email should open by clearly describing a common financial management challenge faced by small businesses, then deepen the sense of urgency by highlighting the negative consequences of ignoring this issue, and finally present the software as the ideal remedy, emphasizing its most compelling benefit.

The message is intended for the decision‑maker at a small business ([BUSINESS TYPE]: e.g., retail, service, freelance). Keep the email between 150 and 200 words, written in a friendly yet professional tone, and conclude with a clear call‑to‑action inviting the recipient to schedule a brief demo or reply for more information.

**Output requirements**
- Plain text email body only (no subject line or signature placeholders beyond what is requested).
- Include a brief, compelling hook, an emotional intensifier, and a solution paragraph.
- End with a single, specific call‑to‑action.

**Quality criteria**
1. The problem description must be relatable to typical small‑business cash‑flow or bookkeeping pain points.
2. The intensifier should evoke a sense of loss or risk without exaggeration.
3. The solution should mention the software’s key advantage ([KEY ADVANTAGE]: e.g., automation, cost savings, real‑time reporting) and why it fits small businesses.

If any of the placeholders above are unknown, state your assumption and proceed, or ask up to three clarifying questions before drafting the email.
241 words · scores 79/100 solid
Website copy: debt consolidation 81
You are a persuasive copywriter tasked with creating compelling website copy for a debt consolidation service.

The copy should first highlight the main financial challenge that potential customers face, then deepen the emotional impact of that challenge, and finally present the service as the clear, trustworthy solution that alleviates their stress and restores financial confidence.

Write the copy for a homepage hero section and a supporting benefits block.

- Target audience: [AUDIENCE: describe the primary customer segment, e.g., “individuals with multiple high-interest loans”].
- Desired tone and voice: [TONALITY: specify the preferred style, such as “empathetic yet authoritative”].
- Length: approximately 445-585 words total, with the hero headline no more than 12 words and the supporting paragraph up to 80 words.
- Key benefits to mention: [BENEFITS: list 2-3 specific advantages, e.g., lower interest rates, single monthly payment, credit score improvement].
- Call-to-action wording: [CTA: provide the exact phrase you want on the button, e.g., “Start Your Free Assessment”].

Quality criteria:
1. The opening must immediately resonate with the reader’s pain point and use vivid, relatable language.
2. The emotional intensification should be concise but powerful, prompting the reader to feel urgency.
3. The solution description must be clear, credible, and include at least one concrete benefit from the list.

Exclude any mention of competitors, pricing details, or legal guarantees. Focus solely on presenting the service as the optimal path to financial relief.

If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue - do not ask for it and stop.
266 words · scores 81/100 solid
Ad copy: project management tool 87
You are a persuasive copywriter tasked with creating a short ad for a project management tool.

The copy must flow through three logical parts: first, identify a specific pain that the intended user experiences when managing projects; second, intensify that pain to make the need for a solution feel urgent; third, present the tool as the clear answer, highlighting its most compelling benefit and ending with a concise call to action.

Write the ad in a single paragraph of no more than 80 words, using a tone that matches the [AUDIENCE TYPE: e.g., busy professionals, small‑team leaders, remote workers]. Mention the tool’s name as [PRODUCT NAME: insert brand name] and focus on its top feature that solves the identified pain, such as [KEY FEATURE: e.g., real‑time task syncing, AI‑driven scheduling, simple dashboard]. Conclude with a direct call to action encouraging the reader to [CTA ACTION: e.g., start a free trial, book a demo, sign up now].

Quality criteria:
1. The opening sentence clearly states the problem.
2. The middle sentence heightens the emotional impact of that problem.
3. The final sentence positions the product as the solution and includes the key feature, and ends with the specified call to action.

Do not mention any framework or its components. Keep the language vivid, concise, and focused on conversion.

If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue — do not ask for it and stop.
253 words · scores 87/100 strong
Webinar registration page 87
You are a conversion copywriter tasked with crafting a high‑converting registration page for an upcoming webinar.

The page must capture the visitor’s attention by first highlighting a specific challenge they face, then intensifying the emotional impact of that challenge, and finally presenting the webinar as the clear solution that resolves their pain point and delivers tangible benefits.

Write the copy for a single web page (approximately 300–350 words) that includes:

- A compelling headline and sub‑headline that surface the core problem.
- Body copy that deepens the reader’s discomfort about the problem, using vivid, relatable language.
- A persuasive section that introduces the webinar, explains how it directly solves the problem, and outlines the key takeaways or results participants will gain.
- A concise registration form prompt with a strong call‑to‑action button.

The tone should be professional yet urgent, using active voice and concrete details to build credibility.

[WEBINAR TOPIC]: brief description of the subject matter to be covered.
[TARGET AUDIENCE]: who the webinar is intended for (e.g., job titles, industry, experience level).
[WEBINAR DATE & TIME]: when the live session will occur.
[SPEAKER NAME & CREDENTIALS]: name and a short credibility statement.
[CTA BUTTON TEXT]: the exact wording for the registration button.

Quality criteria:
1. The copy must flow logically from problem identification to solution presentation without explicit headings.
2. Use persuasive language that evokes emotion but remains truthful and verifiable.
3. End with a clear, single call‑to‑action that encourages immediate registration.

Exclude any mention of pricing, discounts, or unrelated offers.

If any of the placeholders above are unknown, state your assumption and proceed, or ask up to three clarifying questions before finalizing the copy.
279 words · scores 87/100 strong
Lead magnet download page 87
You are a conversion copywriter tasked with crafting persuasive web copy for a lead‑magnet download page.

The page must quickly capture the visitor’s attention, deepen the sense of urgency around their core challenge, and then present the offered resource as the clear answer.

Write the copy for a single page, limited to **≈250 words**. Use a tone that is **[TONALITY: e.g., friendly, professional, urgent]** and address **[AUDIENCE: specific segment or persona]**. The lead magnet’s subject is **[MAGNET_TOPIC: e.g., “10‑step guide to boosting email open rates”]** and its primary benefit is **[KEY_BENEFIT: e.g., “double your open rates in 30 days”]**.

Structure the copy as follows:

1. Open with a vivid description of the problem the audience faces, making it relatable and specific.
2. Intensify the emotional impact of that problem, highlighting the costs or frustrations of staying stuck.
3. Introduce the lead magnet as the precise solution, explaining how it resolves the issue and what concrete results the reader can expect.

Include a clear, compelling call‑to‑action button label (no more than **5 words**) that prompts the visitor to download the resource.

**Quality criteria:**
- The problem description must be concrete and reflect the audience’s real pain.
- The emotional intensification should use sensory or outcome‑focused language without exaggeration.
- The solution section must clearly state the lead magnet’s value proposition and a tangible outcome.

**Boundary:** Do not mention pricing, subscription details, or any unrelated product features.

If any of the placeholders above are unclear, state your assumption and ask up to three clarifying questions before finalizing the copy.
264 words · scores 87/100 strong
Sales email for a CRM 83
You are a persuasive copywriter tasked with crafting a concise sales email that promotes a CRM solution.

The email will be addressed to **[AUDI: specific target audience - e.g., small-business owners, sales managers, etc.]** and must highlight a core pain point they experience with their current customer-relationship processes. Emphasize the emotional impact of this pain, then present the CRM as the clear remedy, concluding with a compelling call to action.

Write the email in **[I: desired word count - e.g., 465-615 words]**, using a friendly yet professional tone. Ensure the copy:
1. Clearly identifies the audience’s problem and why it matters.
2. Intensifies the discomfort or loss caused by that problem.
3. Positions the CRM as the solution, mentioning **[I: key benefit or unique feature]**.
4. Ends with a single, strong call to action (e.g., schedule a demo, start a free trial).

The output should be a single paragraph or two short paragraphs, without headings or bullet points.

Quality criteria:
- Emotionally resonant language that captures the audience’s frustration.
- Specific, benefit-focused description of the CRM.
- A clear, actionable CTA that motivates immediate response.

Exclude any mention of pricing, technical specifications beyond the key benefit, or unrelated product details.

If any assumptions are made, state them explicitly, and ask up to three clarifying questions (e.g., about the audience’s industry, the CRM’s standout feature, or preferred CTA) before finalizing the email.
235 words · scores 83/100 solid
Pricing page copy 75
You are a persuasive copywriter tasked with crafting compelling copy for a pricing page.

The copy must guide the reader from recognizing a core challenge they face, through feeling the impact of that challenge, to seeing the offered pricing options as the clear solution.

Write the copy for a pricing page aimed at [AUDIENCE: specify the primary customer segment, e.g., small‑business owners, SaaS users, freelancers]. The product/service is called [PRODUCT NAME: provide the name]. Highlight the most pressing problem they encounter, intensify the emotional and practical consequences, and then present the pricing tiers as the straightforward answer that removes the pain.

Include three distinct pricing tiers:
- Tier 1: [TIER 1 NAME] – brief description and price point.
- Tier 2: [TIER 2 NAME] – brief description and price point.
- Tier 3: [TIER 3 NAME] – brief description and price point.

The tone should be [TONALITY: e.g., confident yet friendly, professional, upbeat]. Keep the total length between 180 and 250 words.

Quality criteria:
1. The problem is clearly identified and relatable to the target audience.
2. The agitation conveys urgency and emotional resonance without exaggeration.
3. The solution (pricing tiers) is presented as the logical, low‑friction way to eliminate the problem.

Exclude any mention of the copywriting framework or its components. Focus solely on the persuasive narrative that moves the reader toward a purchase decision.

If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue — do not ask for it and stop.
250 words · scores 75/100 solid
Re-engagement email to churned customers 87
You are a persuasive copywriter tasked with crafting a re-engagement email aimed at customers who have stopped using the service.

Write an email that first highlights the specific issue that caused them to leave, then deepens the emotional impact of that issue, and the missed benefits, and finally presents a compelling reason for them to return, including a clear call-to-action.

The email should be written for a **[AUDIENCE TYPE]** (e.g., former subscribers, lapsed shoppers) and reflect a **[BRAND VOICE]** tone (e.g., friendly, professional, witty). Keep the total length between **375-495 words**.

Include a subject line, a brief opening line, the three-part persuasive body, and a concise closing with a single CTA button text.

Quality criteria:
1. The problem statement is specific and relatable to the target audience.
2. The emotional intensification uses vivid language without exaggeration.
3. The solution offers a clear, tangible benefit and a low-friction next step.

Exclude any mention of pricing details or promotional codes unless the user provides them.

If any of the placeholders above are unknown, state your assumption and proceed, or ask up to three clarifying questions before finalizing the email.
186 words · scores 87/100 strong

Scores range from 75 to 87. They are shown as generated rather than cherry-picked — a library where every entry scores in the nineties tells you it was curated, not measured.

PAS vs the Alternatives

AIDA Attention, Interest, Desire, Action

Use AIDA when the reader is indifferent rather than hurting. AIDA has to manufacture wanting; PAS only has to name something that already aches.

BAB Before, After, Bridge

The gentler sibling — same journey, no agitation step. The right choice in sensitive categories where making it hurt more would be indefensible.

4Ps Picture, Promise, Prove, Push

Adds evidence, which PAS lacks entirely. Better for a considered purchase where the obstacle is disbelief rather than inertia.

PASTOR Problem, Amplify, Story, Transformation, Offer, Response

PAS extended with a story and an explicit offer. Worth the extra length on a long sales page; overkill for an ad.

FAB Features, Advantages, Benefits

The opposite direction of travel. FAB starts from the product, PAS starts from the wound. FAB suits comparison shoppers; PAS suits people who have not yet started shopping.

Five Ways People Get PAS Wrong

1
Skipping Agitate

Problem followed by Solution is a product description, not persuasion. The middle step is the framework. Most weak PAS copy is actually PS.

2
Agitating with adjectives instead of consequences

"Devastating", "crippling", "nightmare" are volume, not agitation. Follow the logic one step further instead: what does this cause, and when do they find out?

3
Crossing into manufactured fear

The test is whether the reader would say "yes, exactly" or "that is a bit much". The second reaction loses them permanently, and in sensitive categories it is worse than losing them.

4
A Solution broader than the Problem

If you agitate one specific pain and then pitch a platform, the copy pivots and the reader feels the switch. Solve the thing you named.

5
Forgetting they already tried something

Most readers of PAS copy have attempted a fix. Copy that assumes ignorance insults them; saying "you have probably already tried X" buys enormous credibility.

PAS Questions

What does PAS stand for?

Problem, Agitate, Solution. Name the pain, follow it to its consequence, then present the relief.

Where does PAS come from?

The direct-response copywriting tradition — sales letters and mail order, where results were measured by whether reply coupons came back. It has no single documented author.

Is PAS manipulative?

It can be, and that is a real criticism rather than a rhetorical one. The boundary is whether the problem is genuine and whether Agitate describes consequences or manufactures fear. Agitating a real problem is clarifying; inventing one to sell against is not.

How long should the Agitate section be?

Usually one paragraph, and shorter than the Problem plus Solution combined. Dwelling on it is the fastest way to sound predatory.

Should I use PAS or AIDA?

Ask whether the reader already knows they have the problem. If yes, PAS — it is shorter and hits harder. If no, AIDA, because PAS has no mechanism for creating awareness.

Why does the worked example score 0 for constraints?

Because "do not invent statistics, do not name competitors, do not use the word seamless" are counted as exclusions, which the scorer tracks in a separate category where the prompt scores full marks. The rules are there — they land in the other column.

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