The PAS Formula in Copywriting

If you frequent the world of content, it’s highly probable that you’ve heard of the Problem-Agitate-Solve (PAS) formula. In fact, it’s not unheard of to see a copywriter’s resume highlighting a self-labeled “specialization” in the “Problem Agitate Technique.”

What exactly is the formula behind this technique? Is it effective? And why should you care if your copywriter knows how to wield it? It is the ultimate copywriting formula or one of many?

What It Means

According to a recent article by Copyblogger, the Problem-Agitate-Solve formula is a fundamental of copywriting. Fundamentals boil down to raw basics—the essential things every professional in the business should at the very least understand if not also have experience wielding. The formula breaks down as follows:

• Problem: Identify a problem
• Agitate: Stir, or agitate, that problem
• Solve: Find and present the solution

The beauty of this formula is its simplicity. It literally has endless applications. It’s viable for everything in the copy industry, from writing product descriptions to full-fledged blogs and web content—even social media posts. The varieties of ways it can be applied are practically limitless.

For example, you can identify a problem by asking a few questions or sharing a short, illustrative story. Then, you stir the pot, if you will, to drum up some emotion about the problem. Think about using lines like, “Don’t you hate it when…” and “It seems like every so-called ‘solution’ isn’t a solution at all.” Finally, you drive it all home by solving the problem. The solution is usually the product or service you’re covering, but it can be other things too. It will ultimately depend on the point of the content, which can range from promotional to educational. In most cases, the solution is presented with a call to action.

Is the PAS Formula Effective?

Yes! In fact, it’s one of the most effective means of communicating your marketing message and moving your audience to a desired action. At the very least, it’s a sure way to engage your audience, show them value and persuade them to share your content with others.

You might have heard of another formula, one recently discussed in a LinkedIn article, called the Challenge-Solution-Invitation formula. It’s basically the same concept as the PAS formula. The article makes a crucial point reflecting just why these two formulas are so effective: “There is no need for pushy, hard sell tactics in the new collaboration economy.”

Audiences the world over will find pushy, hard sell tactics distasteful. The best way to grab their attention and encourage them to buy is to use the PAS formula. It essentially gives them the reigns, allowing them to make their own educated and informed decision.

Wielding the PAS Formula

You don’t have to be a copywriter to wield the Problem-Agitate-Solve formula, just like you don’t have to wield it as a copywriter—but why wouldn’t you? Not only is it one of the most effective means of communicating your marketing message, but it’s also social media friendly.

It’s no secret that social media is huge right now. Every serious marketing campaign includes it. As it happens, Copyblogger points out that PAS is “handy when sharing content on social platforms like Facebook or Google-Plus.” How do you use it in this setting? Consider the following example:

Let’s say we’ve produced a video about how to easily optimize copy for search engine cataloging. We could drop a link on Facebook or Google, but who’s going to look at a bare link? We could drop the link with the famous one-liner, “Check this out!” Seriously? Who’s going to pay attention to that? Apply the PAS formula and, well, voilà:

“Does search engine optimization (SEO) leave you dazed and confused? You’re not alone. Countless small businesses could increase rankings if their development teams had a better understanding of basic SEO.

But let’s face it: we’re all short on time. We can’t delve into the technical information and hope to instantly understand everything we’re reading. We need something simple and to the point, and we need it right now. How can we fill this tall order?

Learn how to easily optimize your copy for search engine cataloging. Check out this video.”

In just 90 words we used PAS to pitch our material, and if space were an obstacle this “pitch” could easily be trimmed down. Would you click on the link?

The Benefits of the Formula

The PAS formula isn’t anything new. It’s been a standard formula in copywriting for decades. While it’s good to see a copywriter state they “specialize” in it, it’s important to ensure it’s not their sole specialty. In the world of copy, many formulas and techniques are used to achieve various goals and agendas. PAS is just one among many, but it does have some pointed benefits:

• According to Copyblogger, it “gives your writing consistency, precision and persuasion.”
• It saves social sharing time.
• It allows you to evaluate other people’s content. Hint: evaluating other people’s content can help you improve your techniques and discover working variations to the formula.

Interested in learning more? Whether you produce copy yourself or order it on demand, you should be! The more you know about PAS and great copywriting, the better able you will be to ensure your copy is top notch. Tip 8 in the book “Becoming an Excellence Copywriter” is all about the PAS copywriting formula. The book sheds more light on other tools in a copywriter’s toolbox that lend themselves to producing excellence.

If you’re goal is to connect more, educate more and ultimately sell more, the PAS formula is one you want to incorporate wherever and whenever possible. It’s one of the most effective means of achieving your goals, and it’s sure to engage your audience in a nonintrusive way.

Let’s face it: the more engaging, informative and educational your content, the happier your audience. And the happier your audience, the more likely they are to share your content. As a result, the more likely you are to achieve your ultimate goal: sales.