The PAS model is a repeatable framework for writing copy.
Especially when that copy is meant to drive results.
PAS stands for:
- Problem
- Agitate
- Solve
Three simple steps that structure your writing so your reader feels moved to take action.
- Problem: Present a problem your reader knows well.
- Agitate: Make the problem feel real by describing the emotions it triggers.
- Solve: Offer the solution to the problem.
Present the Problem
To write copy that gets a response, you need to understand the challenges your ideal reader is facing. That’s the heart of good copywriting.
Describe the problem in a way that paints a vivid picture. Make it feel like you’re tuning directly into your reader’s inner monologue.
At its core, this is about getting your reader to identify with you as the sender of the message.
Agitate: Make It Sting
You've named the problem. Your reader feels seen. You've found the sore spot. Now it’s time to touch the emotions—that emotional pressure point.
It might sound like you’re pouring salt in the wound. And it’s a fine line. Push too hard and your reader might feel overwhelmed. But they already know the problem. You just need to nudge the feeling.
Solve: Offer the Fix
Now it’s time to make everything better.
This is your moment to deliver the solution. Your solution. The one that feels like the exact relief your reader has been hoping for.
Why the PAS Model Works
The PAS model is simple. Just three steps. And they’re ridiculously effective.
It works so well because it forces you to zoom in on a big, meaningful problem—and trigger the reader’s emotions.
That might sound a bit cold. But the point is to spark this reaction:
"That’s exactly how I feel. And I’m so tired of feeling that way."
It shows your reader you get it. Which makes your solution feel like the obvious next step.
Because that final step? It matters. You have to deliver a way out.
Examples of the PAS Model
Here are a few snippets from real articles that use the PAS model effectively. Take a look:
Translated from the article: How to Make a Content Plan You’ll Actually Use
Imagine this: Oops, it's been over a week since your last blog post. Guilt kicks in. You've got nothing.No ideas on Post-its. No headlines saved in your notebook. Nothing.
You’re frantically Googling for ideas. Common questions. Maybe a few inspiring posts from competitors.
Still nothing.
You’re not alone. Tons of writers, bloggers, and content managers have been stuck in the same spot.
But today, I’ve got good news for you.
You can avoid that mess. And the answer is a content plan.
Translated intro from an article on managing sadness
Some days everything feels hopeless. Beige-on-beige days where everything just feels... grey.
Sometimes the sadness fades on its own. Other times, you need a little help to move forward.
Here are 10 tips to help you deal with those low days.
Read the full article here