What is PAS?

Definition and meaning of PAS:

Problem Agitate Solution (PAS) is a sales, marketing, and copywriting framework. It involves raising a problem that people are facing, then agitating it to increase their awareness, and offering a solution in the form of your product or service.

The goal of PAS is to create a sense of urgency so that people are more likely to take action and buy what you’re selling.

To be effective, you must tailor PAS to the people’s needs.

For example: You are selling a new anti-aging cream. First, raise the problem of lines and wrinkles. Then, agitate it by saying how those lines and wrinkles make them look older and less confident. Only then offer your solution in the form of the cream.

Note: Many sketchy and “pushy” businesses, like online coaches and fat loss “magic” pills, use the PAS framework. People learned to see through the bullshit. If used wrong, PAS can push people away from your brand.

PAS framework can help you sell and achieve results. It’s a robust framework if used right, so use it carefully and be genuine!


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Bulat Gazizoff
I am a full-stack marketer with 7+ years of hands-on experience in digital and traditional marketing. I am extremely passionate about marketing, entrepreneurship and self-development.

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