PAS Formula Explained<\/h2>\n\n\n\n
A well-implemented PAS formula can make your audience crave your product or service in a few meticulously crafted paragraphs. In contrast, a badly realized PAS implementation will make your copy cringy and unserious, thereby discouraging your audience from ever interacting with your brand again.<\/p>\n\n\n\n
This is why it\u2019s crucial to understand each step of the PAS framework, how they contribute to the overall formula, and how they should be applied in your copy.<\/p>\n\n\n\n
Here\u2019s an example of the PAS formula in action:<\/p>\n\n\n\n
Have a burning desire to become a world-class copywriter, but don\u2019t know how, when, or where to start?<\/em><\/p>\n\n\n\n Unfortunately, not many aspiring copywriters have the time to scour the internet in search of reliable materials, which adds to the already widespread confusion and makes it difficult to take that first step. Also, prolonging inaction will place a more ambitious student way ahead of the curve\u2014and constantly playing catch up is no fun.<\/em><\/p>\n\n\n\n Thankfully, we\u2019ve compiled all the necessary resources to build your writing confidence from scratch, in a single 4-hour course, with chapter 1 featured completely for free. Enter your email to receive the course and start your copywriting journey today.<\/em><\/p>\n\n\n\n Let\u2019s consider these steps in more detail below.<\/p>\n\n\n\n Before composing an effective PAS copy, first, you need to find your target audience. Simply speaking, PAS won\u2019t have the intended impact if you\u2019re writing for shoppers who are disinterested in your offer.<\/p>\n\n\n\n In our case, we\u2019ve tailored our example to appeal to young and aspiring copywriters, usually students or junior writers who are overwhelmed by the trove of conflicting information online and look for a credible resource to start honing their craft. Our PAS copy will reflect their wants, needs, and desires.<\/p>\n\n\n\n Next, it\u2019s time to identify the problem your target audience faces by asking yourself the following questions:<\/p>\n\n\n\n In dealing with junior writers, we\u2019ve come to realize that they often don\u2019t know where to start and aren\u2019t sure if they\u2019re consulting the right materials at the beginning of their writing journey. Plus, they worry about spending their time right and a large number of them have second thoughts about the validity, reliability, and future prospects of their profession. Now, we know what we have to do:<\/p>\n\n\n\n Problem:<\/strong> Have a burning desire to become a world-class copywriter, but don\u2019t know how, when, or where to start?<\/em><\/p>\n\n\n\n In addition to identifying the problem, these findings will help us later in the agitation and solution stages to craft the perfect, cringe-free PAS copy.<\/p>\n\n\n\n In the second stage of the PAS formula, you need to demonstrate how the initial problem becomes worse over time. Amplifying it through agitation will make your readers uncomfortable to a point where they become open to solutions.<\/p>\n\n\n\n To come up with a believable agitation your readers can identify with, try answering the following questions:<\/p>\n\n\n\n In our example, we\u2019ve identified three possible directions the problem could evolve if beginner copywriters don\u2019t act now. These include limited time or compounding loss of productive hours, increased confusion regarding available copywriting materials, and lots of unknowns in regards to starting a new career.<\/p>\n\n\n\n First, students are overwhelmed by their extensive curriculums and are likely participating or interning somewhere else to self-support their studies. So, they don\u2019t have enough time to find a reliable copywriting course without sacrificing another activity in their busy schedule.<\/p>\n\n\n\n Second, the internet in general is becoming more disorganized than ever. Google is scrambling to catch up with its upcoming AI-powered search engine competitors and is changing the mechanisms of its search algorithms almost weekly. This fact makes it harder for inexperienced users to find what they\u2019re looking for\u2014especially when it comes to courses on how to achieve professional expertise in any given field.<\/p>\n\n\n\n Third and final, students and young people find it increasingly difficult to choose a career path with so much uncertainty in the world. They must be sure they\u2019re making the right decision for their circumstances, otherwise, they\u2019ll skip making a choice altogether. To end the agitation stage on a more uplifting note, we\u2019re also encouraging the students\u2019 competitive spirit by comparing them with their peers and invoking the latter group\u2019s hypothetical achievements.<\/p>\n\n\n\n Knowing all this, now we have a solid trifecta of reasons to let the initial problem escalate and become an undeniable mental nuisance. Hence:<\/p>\n\n\n\n Agitation:<\/strong> Unfortunately, not many aspiring copywriters have the time to scour the internet in search of reliable materials, which adds to the already widespread confusion and makes it difficult to take that first step. Also, prolonging inaction will place a more ambitious student way ahead of the curve\u2014and constantly playing catch up is no fun.<\/em><\/p>\n\n\n\n When your audience understands the negative consequences of continuously ignoring the problem, they\u2019ll become eager to look for a solution.<\/p>\n\n\n\n The final stage of the PAS formula is where you outline the benefits of your product or service, showcasing the ways it will help your customers solve the initial problem, alleviate their concerns, and provide tangible value to their lives.<\/p>\n\n\n\n In our example, the solution boils down to making the most convenient offer for our customers, or something that won\u2019t require jumping through hoops or visiting multiple websites just for them to be able to start honing their writing craft. Also, given that rookie writers are typically unsure about their skills, it\u2019s a good idea to highlight the boost in confidence they\u2019ll receive after attending our course.<\/p>\n\n\n\n Lastly, knowing that our audience is strapped for time, on top of being unsure about picking the right copywriting course, we are featuring all materials in a single, compact online hub they can access from anywhere. We\u2019re also sweetening the deal by giving away the first chapter of the course for free:<\/p>\n\n\n\n Solution:<\/strong> Thankfully, we\u2019ve compiled all the necessary resources to build your writing confidence from scratch, in a single 4-hour course, with chapter 1 featured completely for free. Enter your email to receive the course and start your copywriting journey today.<\/em><\/p>\n\n\n\n Don\u2019t forget to include a call to action (CTA) in your copy, otherwise your readers might forget to act.<\/p>\n\n\n\n PAS is a fluid formula. It can be adapted to facilitate the strongest aspects of your product or service, showcase the highlights of your business practice, and introduce new audience members to your brand.<\/p>\n\n\n\n Here\u2019s a list of three real PAS examples from some of the best minds in the marketing industry.<\/p>\n\n\n\n This example comes straight from the father of modern direct-response copywriting himself\u2014Dan Kennedy. In his bestseller The Ultimate Sales Letter<\/a>, Dan introduces a more elaborate variation of the PAS formula that keeps making the rounds since the book originally came out in 2006.<\/p>\n\n\n\n The letter is targeted toward husbands who may have dropped the ball in terms of keeping their spouses emotionally engaged in the relationship. This data point provides Dan with the foundation to build the perfect problem:<\/p>\n\n\n\n Problem:<\/strong> Women are different than we are. Your loving wife needs, wants, and deserves special attention maybe more often than you think to give it to her.<\/em><\/p>\n\n\n\n He then agitates the problem by pushing it to its extreme conclusion, which, if not addressed, ends in a divorce:<\/p>\n\n\n\n Agitation:<\/strong> You are busy. Preoccupied with work. Aggravated with that dumb dumb that you have to deal with every day at the office. Tired. Who has time or the energy to even think about \u201cromance?\u201d (Two-thirds of all marriages end in divorce and the number-one reason given by divorcing women\u2014\u201dhe just didn\u2019t pay enough attention to me anymore.\u201d)<\/em><\/p>\n\n\n\n Next, Dan smartly introduces the solution and turns the sales letter into a coupon:<\/p>\n\n\n\n Solution:<\/strong> With this letter, you are entitled to an evening charmed by all the creativity of Giorgio, the Official Romance Director!<\/em><\/p>\n\n\n\n When you and your Very-Significant-Other arrive at Giorgio\u2019s, you\u2019ll be ushered to the special dining room lit only by candlelight and the roaring fire in the fireplace\u2026<\/em><\/p>\n\n\n\n After painting a vivid picture of the restaurant atmosphere at Giorgio\u2019s Italian Grotto, Dan ends the letter with a clear call to action:<\/p>\n\n\n\n CTA:<\/strong> P.S. The cost? Everything, the entire Romance Dinner for two exactly as I\u2019ve described it\u2014just $59.99. If you wish you can even pay in advance with VISA, MASTERCARD, AMERICAN EXPRESS, or CARTE BLANCHE and not be troubled by a check the evening you are here.<\/em><\/p>\n\n\n\n As our second example, we have a returning champion that we\u2019ve already featured before in our Hero Image Best Practices<\/a> post. This time, however, we\u2019re considering Basecamp<\/a> for a different reason: the apt PAS formula integration on its landing page.<\/p>\n\n\n\n The Basecamp PAS copy is short, sweet, and to the point. The problem is implied through the first headline in a way that feels natural and organic. In some way, it almost resembles a catchphrase:<\/p>\n\n\n\n Problem:<\/strong> Leave the grind behind.<\/em><\/p>\n\n\n\n The following agitation stems logically from the initial statement:<\/p>\n\n\n\n Agitation:<\/strong> It\u2019s a struggle to juggle people, projects, clients, deadlines, and expectations\u2014especially when you\u2019re the underdog competing against larger companies.<\/em><\/p>\n\n\n\n To end the copy on a positive note, exactly like it\u2019s outlined in the PAS formula, Basecamp promotes the intuitiveness, UX, and ease of use of its flagship SaaS:<\/p>\n\n\n\n Solution:<\/strong> We\u2019re like you, we get it. That\u2019s why we built Basecamp.<\/em><\/p>\n\n\n\n In Basecamp, each project lives on a single page. With everything in reach, and every piece of information tracked and organized, everyone knows where to find what they need, and say what they need to say.<\/em><\/p>\n\n\n\n Lastly, the project management software visually showcases its capabilities with a potent and colorful semi-interactive demonstration.<\/p>\n\n\n\n For our final example, we\u2019ll turn to solo entrepreneur and creative marketer Justin Welsch<\/a>. His take on the PAS framework includes two additional stages: Intrigue and Positive Future. <\/p>\n\n\n\n PAIPS, as Justin likes to call it, performs exceptionally well in social media settings such as LinkedIn, Facebook, and the X platform. In fact, we\u2019d go as far as saying that he managed to build an entire empire on LinkedIn simply by leveraging and scaling the effectiveness of PAIPS!<\/p>\n\n\n\n Most of Justin\u2019s posts follow the same structure. First, he highlights an issue that evokes strong emotional reactions in his readers:<\/p>\n\n\n\n Then, he agitates the problem by pouring salt on the wound:<\/p>\n\n\n\n In step three, Justin introduces a healthy dose of intrigue to keep his readers engaged throughout the post:<\/p>\n\n\n\n Next, he weaves a positive future for everyone who can follow up on his advice:<\/p>\n\n\n\n Finally, Justin ends his newsletter with a solution plus a clear CTA tightly wrapped into a single package:<\/p>\n\n\n\n PAS is very easy to learn, remember, and use. It provides a clear structure to marketers that makes writing an engaging copy easier than, for example, composing a sales letter from the ground up.<\/p>\n\n\n\n Furthermore, the PAS formula takes an overwhelming number of variables and divides them into three logical stages: problem, agitation, and solution. This step-by-step approach ensures that copywriters can address all essential points to capture the prospect\u2019s attention, outline their pain points, offer a solution, and close the deal with a straightforward CTA.<\/p>\n\n\n\n This results in a clear, concise, and engaging copy.<\/p>\n\n\n\n In many ways, this type of framework serves as a reliable guide to both new and seasoned copywriters. On the customers\u2019 side of things, it helps build trust, improve engagement, and increase conversions. On the writers\u2019 side, it saves them tons of time and makes the process well-defined, smooth, and predictable. It also helps with keeping their focus to tackle the customers\u2019 needs clearly, openly, and effectively.<\/p>\n\n\n\n If we compare it with the AIDA copywriting formula<\/a>, which stands for Attention, Interest, Desire, and Action, PAS is more beginner-friendly and far easier to use on the fly. PAS features fewer stages than AIDA, it\u2019s easier to remember, and it requires little to no marketing or copywriting experience to put it immediately into action.<\/p>\n\n\n\n In contrast, AIDA features four stages and it\u2019s a bit tougher to pull off effectively, especially for people with little experience in marketing, copywriting, or sales. It requires more thinking than PAS and more time to write a solid copy. You can easily rewrite a badly written PAS implementation in a matter of minutes, while a poorly done AIDA copy will require much more than that to fix.<\/p>\n\n\n\n1. Identifying the problem<\/h3>\n\n\n\n
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2. Amplifying the problem through agitation<\/h3>\n\n\n\n
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3. Offering a solution<\/h3>\n\n\n\n
3 Real PAS Copywriting Examples<\/h2>\n\n\n\n
Dan S. Kennedy\u2019s The Ultimate Sales Letter<\/h3>\n\n\n\n
![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14190727\/Dan-Kennedy-Exhibit-32.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14190755\/Dan-Kennedy-CTA.png\")
<\/figure>\n\n\n\nBasecamp\u2019s landing page<\/h3>\n\n\n\n
![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14190829\/Basecamp-PAS-Landing-PAge.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14190924\/Basecamp-PAS-Solution.png\")
<\/figure>\n\n\n\nJustin Welsch\u2019s promotional newsletter<\/h3>\n\n\n\n
![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14190952\/Justin-Welsh-Follower-Count.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14191015\/Justin-Welsh-Problem.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14191042\/Justin-Welsh-Agitation.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14191124\/Justin-Welsh-Intrigue.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14191245\/Justin-Welsh-Solution.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2024\/10\/14191330\/Justin-Welsh-CTA.png\")
<\/figure>\n\n\n\nWhy PAS is a Popular Copywriting Framework<\/h2>\n\n\n\n