Problem-Agitate-Solution is one of the oldest copywriting formulas, and it still works because it follows how people decide. They recognize a problem, feel what it costs them, then look for a way out. The PAS Copywriting tool applies the PAS copywriting formula to your product or offer, starting from a short description of what you sell, who it is for and the problem it solves.
Each version has three labeled parts. Problem names the reader's pain in their own words. Agitate shows what leaving it unsolved costs, in time, money, stress or missed opportunities, with believable detail. Solution presents your offer as the way out, ties one or two benefits to the problem and ends with a clear call to action.
The tool persuades without exaggerating. It never invents statistics, testimonials, prices, guarantees or awards, and leaves a placeholder such as [customer result] where proof would help. For another structure, try AIDA Copywriting or the Advertising tools.
What you get
- Copy in three labeled parts, with labels in the output language
- A problem stated in the reader's words, not in product language
- Believable consequences, without fear-mongering
- A solution tied to one or two benefits and a clear call to action
- Placeholders wherever proof or numbers would help
What you fill in
- Product or offer required
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Say what you sell, who it is for and the main problem it solves. Add proof points, such as numbers or results, if you have them.
How to use it, step by step
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Describe the offer in a few lines
Say what you sell, who buys it and the main problem it solves. "Invoicing software for freelancers who forget to send invoices on time" works better than a product name alone.
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Add the proof you really have
Include real numbers or results if you have them. Without proof, the tool leaves placeholders instead of inventing it.
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Choose tone, creativity and versions
Low creativity stays close to your description, high creativity tries bolder wording. Ask for two or three versions to compare angles.
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Fill the placeholders and use it
Replace each placeholder with a real detail or delete the sentence, then use the version you prefer in an ad, email or landing page.
Example, input and output
Input
- description
- Invoicing software for freelancers that sends invoices automatically on the date you choose and reminds clients when a payment is late.
Output
You finished the work weeks ago, but the invoice is still sitting in your drafts.
**Agitate**
Every late invoice is money you have earned and cannot use yet. You end up chasing clients in the evening, rewriting the same polite reminder and wondering which payments have actually arrived. The longer it waits, the more awkward the follow-up feels.
**Solution**
Set the date once and the invoice goes out on its own. When a payment is late, the client gets a reminder without you writing a word, so you can get back to the work you are paid for. [customer result]
Start sending your invoices on time today.
Illustrative example showing the expected format.
Tips for better results
- Describe the problem as your customer would say it, not as your product team would.
- Name one audience per brief. Freelancers and agencies feel the same problem differently.
- Give real proof, such as a measured result you can share, and it will appear in the Solution part.
Who uses it, and for what
Small business writing an ad
Turn a service description into a short PAS text for a social ad, then trim it to the platform's length.
Founder drafting a landing page
Use the three parts as the first blocks of the page, from the hero to the signup button.
Email marketer
Open a promotional email with Problem and Agitate, then link the Solution to the offer page.
Freelance copywriter
Generate several angles for a client brief and present the strongest two.
Limits and good practice
- Check every claim against what your product really does before publishing.
- Never replace placeholders with figures or testimonials you cannot prove.
- Ad platforms have their own length limits, so shorten the copy for short formats.
Frequently asked questions
What is the PAS copywriting formula?
PAS stands for Problem, Agitate, Solution. You name a problem the reader recognizes, show what it costs them to leave it unsolved, then present your offer as the way out with a clear next step. It works well for ads, emails and landing pages, where the reader needs a reason to keep reading.
Will the copy exaggerate or scare my customers?
It is written not to. The Agitate part uses concrete, believable consequences, such as lost time or late payments, and the tool is told to avoid fear-mongering and exaggeration. Honest copy is also more likely to pass the policies of advertising platforms.
Does it invent statistics or testimonials?
No. It uses only the facts in your description. When a result, number or quote would strengthen the copy, it writes a placeholder in square brackets, such as [customer result], so you can add real proof or delete the line. Invented reviews and figures are a legal risk in many markets.
When should I use PAS instead of AIDA?
PAS fits offers that solve a clear, painful problem, because it starts from that pain. AIDA fits products people want rather than need, building attention, interest and desire before the action. If you are unsure, generate both for the same audience and compare them.
Can I get several versions to test?
Yes. Set the number of results and each version comes back with a different angle, ready to compare side by side, for example as two openings of the same ad. You can create an account and compare the plans on the pricing page.
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