Pain-Agitate-Solution PAS Copywriting Tool

Find a customer pain for your product to solve, then agitate: stir it up so it hurts to the point of discomfort, and solve: deliver a solution.

Product Name

0/30

Brief Concept *

0/200

Please complete this required field

Sample AI Output

Pain: I'm writing copy but it doesn't rank in Google. Agitate: If nobody reads my copy, it feels like I wasted my time. Solution: Score your content right now and let us help you optimize your content for SEO.

Create Effective Copy With INK's Foolproof PAS Copywriting Tool

INK's Pain-Agitate-Solution PAS Copywriting Tool

INK's Pain-Agitate-Solution PAS Copywriting Tool

PAS may be the most common copywriting formula today and that's because it's effective. Use INK's Pain-Agitate-Solution PAS Copywriting Tool to save time and energy. 

Basic PAS Copywriting Takeaways:

  • PAS is an acronym for pain-agitate-solution
  • PAS copywriting presents the problem to readers, pokes it to the point of discomfort, and proposes a solution. 
  • Problem or pain involves translating a product's features into matters that they address.
  • Agitation in the PAS formula requires exploring the negative feeling and pain that the problem caused.
  • Solution entails linking individual product features to the specific issues solved. 
  • Use INK's Pain-Agitate-Solution PAS Copywriting Tool to create copy that addresses pain, agitation, and solution. 

What Is the PAS Formula?

What Is the PAS Formula?

What Is the PAS Formula?

PAS is an acronym for pain-agitate-solution. It's a copywriting formula based on the notion that people are more likely to avoid pain than to get gain. PAS involves translating a specific product's features into problems they want to avoid. It presents the pain to readers, pokes it to the point of discomfort, and proposes a solution. The PAS formula is effective because problems tend to attract more attention than benefits. 

Besides giving your copy the power of persuasion, PAS also improves writing consistency and precision. It helps you write better sales copy in record time and create content that converts. 

PAS copywriting formula's applications are endless. These include creating sales pages, emails, blog posts, and Facebook ads, to name a few. 

To understand how PAS works, let's consider the three components of the copywriting formula — problem, agitate, solution. 

What Is Problem Agitate Solution? 

What Is Problem Agitate Solution?

What Is Problem Agitate Solution?

Problem or pain involves translating a product's features into problems or pain that they solve. Then, agitate means stirring up the pain to the point of discomfort. The term solution means suggesting ways that your product can take away your audience's pain. 

1. Problem/Pain

The human attention span may be at the lowest it has ever been — falling from 12 seconds in the year 2000 to eight seconds today. 

That means you have only eight seconds to convince readers why they should continue reading. Rather than overload your audience with more information, you could connect with their problem. 

In other words, the first part of the copy translates features that are specific to your product and how they address your audience's problem. 

But how does it work? 

Identifying your readers' problems can make you seem relatable, and that's the hook. It implies that you understand what they're facing. 

More importantly, it makes them think that you're about to propose a solution to their problem. And you will — but not just yet. 

2. Agitate

You start your copy by describing the target audience's problem. Now, it's time to get psychological. That brings us to the next stage of the PAS copywriting formula: agitate. 

How do you agitate in writing? 

Agitation in the PAS formula involves exploring the negative feeling and pain that the problem caused. In other words, you're describing why it hurts. 

For example, a problem could be a publisher's struggle to rank content on Google. Then, agitation explores how much time and effort the publisher wastes writing content that no one will ever read.

Now that you've stirred the pot, your audience should be yearning for a solution. And that brings us to the final piece of the PAS copywriting puzzle. 

Solution/Solve

By now, you have stated and agitated your audience's problem. Next, it's time to propose a solution to that problem — your product. 

Again, it's not enough to introduce your product's features and benefits. You have to directly link individual product features to the specific problems that they address. 

You could also share testimonials, reviews, or logos of satisfied business customers to build credibility. Then, conclude with a compelling call to action (CTA). 

Before we go any further, let's take a moment to address an essential issue.

How Do You Agitate in Writing?

How Do You Agitate in Writing?

How Do You Agitate in Writing?

As said earlier, agitation in the PAS copywriting formula involves exploring the negative feelings that resulted from their pain. The aim is to stir the problem in such a way that prospects think, worry, and rush to find a solution.

With that said, here are some ways to agitate in writing. 

1. Identify the Pain

Before you can agitate in copywriting, it's vital to have an in-depth understanding of the prospect's pain. The reasoning is simple — describing their problem better will keep them hooked. 

For example, a customer's pain point might be the inability to keep their family safe. 

Identifying your prospect's pain points provides the information you need for the next stage. It's time to twist the proverbial knife a little. 

2. Expand Upon the Negative Feelings

As weird as it sounds, agitation in copywriting is more effective when you describe the negative feelings. In other words, force the prospects to take an introspective look at themselves. 

Expounding on the previous example, the negative feelings that come with an inability to keep one's loved ones safe can include: 

  • Low or superficial self-esteem
  • Social insecurity and anxiety
  • Self-isolation
  • Fear of being alone

As humans, we all have problems. However, it's the negative feelings that result from the pain that we want to go away. Bringing this awful feeling to their mind puts the reader right where you want them to be. 

3. Focus on the Detriments

Focusing on the negative feeling might seem too harsh in some cases and have the opposite effect. It could inadvertently hurt the reader's feelings or offend them — and you don't want that. 

So, another way to agitate in copywriting is to focus on the anti-feature or anti-benefit. What does that mean? 

Think of agitation as the reverse of a feature or benefit statement. So, instead of writing the benefit, your copy can discuss the downsides of not buying your product. 

Building on the previous example, an inability to protect your family increases the risk of a burglary or theft. 

4. Use Emotive Language

Emotional marketing also comes in handy when you're trying to agitate. Consider using emotional words to make the pain point seem even scarier than the reader imagined. 

With that said, it's best to avoid fearmongering — a form of manipulation which uses exaggerated rumor to cause fear. Not only is it a turn-off for most people, but it could also hurt your credibility. 

5. Empathize with the Prospect

Perhaps the best way to agitate in writing is to empathize with the pain. 

You've already identified the prospect's pain point. Now, you have to empathize with the pain in a way that the reader nods in agreement. 

You want them to say: "Yes, that's exactly how I feel." At this point, the reader should only want one thing — to get rid of the pain. 

Use INK's Pain-Agitate-Solution PAS Copywriting Tool

Unsure of how to use the PAS formula in your copy? Not to worry, INK's Pain-Agitate-Solution PAS Copywriting Tool can handle that for you. 

Our AI-powered web-based tool helps generate copy that identifies pain, agitation, and solution.

To use the Pain-Agitate-Solution PAS Copywriting Tool, enter your product's name and include a quick summary of what it does. Then, click the "Create" icon.