Lately, trying to do authentic marketing can feel like trying to break through an increasingly noisy crowd. We’re bombarded with more ads and social selling than ever before.
Using the PAS framework is something we do with all client copy and in all our own messaging at Wheel Horse Digital. This structure of organizing your message cuts straight to the heart of your audience’s needs. PAS (Problem, Agitation, Solution) is a simple yet powerful way to resonate with your audience by showing empathy for their struggles, evoking emotional urgency, and offering a clear path forward. Here we will show you how to use PAS across different mediums, and provide real examples for inspiration.
What does PAS stand for in marketing?
PAS stands for problem, agitation, and solution. It’s a storytelling structure designed to capture attention and inspire action. At its core, PAS revolves around identifying the customer’s pain points, amplifying the stakes of leaving these issues unresolved, and presenting your product or service as the perfect solution.
Why is this so effective? People are naturally motivated by solutions that directly address their most pressing issues. PAS speaks to them where they are and offers hope in a way that feels natural and persuasive.
Problem: Accurately identify your audience’s pain points
The first step in PAS is identifying what’s bothering your audience. This is about understanding their struggles—not just on the surface but in a way that feels personal and relatable.
How do I figure out what’s causing my audience pain?
- Conduct surveys or interviews: What are their biggest challenges?
- Study audience behavior: Look for patterns in questions or concerns raised in reviews or on forums.
- Create customer personas: Dive deep into their fears, goals, and motivations.
What if my solution doesn’t solve all their problems?
No single solution is perfect. Instead of focusing on fixing everything, emphasize the specific problems your product or service does solve—and do it exceptionally well.
Example: Problem-Aware
Imagine you’re a wedding photographer targeting newly-engaged couples:
“Are you feeling overwhelmed trying to find a wedding photographer who truly captures the magic of your day? Many couples tell us they’re tired of stiff, awkward poses or cookie-cutter albums that don’t feel personal.”
Agitate: Describe the consequences of leaving the problem unsolved
Once you’ve identified the problem, the next step is to amplify the urgency. Help your audience feel the weight of inaction by painting a picture of what life looks like if the problem persists.
How do I present these consequences?
- Use vivid imagery to show the impact of not addressing the issue.
- Relate the pain to their daily experiences to make it feel personal.
How do I do this without sounding too sales-y or fearmongering?
- Focus on empathy: “We understand how frustrating it is…”
- Offer relatable examples: “Many businesses face similar issues.”
Example: Agitation in Action
If you’re a caterer reaching out to brides who are eager to impress their guests:
“Imagine your wedding day marred by food that arrives cold or doesn’t match the experience you dreamed of. A poorly chosen caterer can leave guests unimpressed, and worse—it’s the detail they’ll remember most when they think back on your day.”
Solve: Prove how your offer is the solution to their unique problem
Here’s your moment to shine! After heightening awareness of the problem and the urgency to act, position your product or service as the hero of their story. This is your chance to showcase how your product or service can resolve their struggles. Integrating client results or testimonials can be highly effective here, as they provide tangible proof of success. Share stories, before-and-after metrics, or positive feedback that highlight the transformation your solution provides.
How to integrate client results or testimonials
This is why we always encourage our clients to build in review collection to their offboarding process! There are many ways to use these in your marketing:
- Real client stories, with photos, data (if applicable) and transformations.
- Before-and-after metrics.
- Testimonials that highlight the experience of working with you.
What if my offer is new or yet unproven?
If you don’t have a track record yet, emphasize the unique features or methodology that sets your solution apart. You can also use industry statistics or expert validation.
Example: Solution Statement
Imagine you’re a wedding planner targeting brides who are overwhelmed and want a hands-off experience:
“We’ve planned over 200 weddings where every detail—from timelines to table settings—runs seamlessly. Our clients often tell us they’re able to enjoy their day without worrying about a thing. Let’s make your big day stress-free and truly unforgettable.”
Using PAS in different marketing channels
At Wheel Horse Digital, we use PAS in all our marketing messaging. Here are some examples of PAS in our real-life emails, social media captions and website copy.
Email marketing example
A PAS-focused email might look like this:
Subject Line: “Is Your Website Turning Customers Away?”
Body:
- Problem: “A clunky, outdated website isn’t just frustrating—it’s costing you business.”
- Agitation: “Your competitors have modern, fast-loading sites that customers trust at first glance. Can you afford to fall behind?”
- Solution: “Let’s fix that. Our streamlined web design process gets you a stunning, high-converting site in just two weeks. Click below to schedule your free consultation.”
Social media example
On Instagram:
- Problem Post: A carousel titled, “3 Signs Your Website Is Hurting Your Business.”
- Agitation Post: A reel: “The Cost of Slow Websites—And Why Speed Matters in 2024.”
- Solution Post: A testimonial video: “How One Local Business Owner Increased Leads by 45% with a Site Refresh.”
Website copy example
Homepage Hero Section:
- Problem: “Tired of losing leads to an outdated website?”
- Agitation: “Potential customers are leaving before you even get a chance to make your pitch.”
- Solution: “We’ll build you a site that not only stands out but works as hard as you do.”
Call-to-Action: How to encourage your reader to take action
A compelling call-to-action (CTA) is the linchpin of your PAS (Problem-Agitate-Solution) messaging, guiding your audience toward the desired response. To craft an effective CTA:
- Be clear and direct: Ensure your CTA specifies exactly what action you want the reader to take, such as “Schedule a consultation” or “Download the guide.”
- Create urgency: Incorporate time-sensitive language to prompt immediate action. Phrases like “Book before [specific date] to get 10% off” or “Limited spots available—act now!” can motivate prompt responses.
- Emphasize benefits: Highlight the advantages of taking action, making it clear how the reader will benefit. For example, “Start your journey to a stress-free wedding planning experience today.”
For example, a photographer might say:
“Capture your love story with timeless elegance. Book your session today and receive a complimentary engagement shoot. Offer ends [specific date].”
This CTA is clear, creates urgency, and offers a tangible benefit, encouraging potential clients to act swiftly.
How to follow-up after a PAS campaign
Following up after your initial PAS campaign is crucial to reinforce your message and address any lingering hesitations. Effective follow-up strategies include:
- Reiterate urgency: Remind your audience of deadlines or limited availability to encourage prompt action.
- Address objections: Proactively tackle common concerns or questions to build trust and alleviate doubts.
- Provide additional value: Offer new information, such as testimonials, case studies, or answers to frequently asked questions, to reinforce the benefits of your offering.
For instance, a wedding planner might send a follow-up email:
“Hi [Name],
Just a friendly reminder that our exclusive offer for a complimentary consultation ends this Friday. We understand that planning a wedding can be overwhelming, and we’re here to make the process seamless and enjoyable. Don’t miss out on the chance to work with a team that’s dedicated to bringing your vision to life.
Looking forward to the possibility of creating something beautiful together.
Best regards,
[Your Name]”
This follow-up reinforces the urgency of the offer, addresses potential concerns about the planning process, and emphasizes the value of the service, encouraging the recipient to take the next step.
How to use PAS in your marketing
The PAS framework is a versatile tool that elevates your messaging by centering it around your audience’s needs and emotions. By addressing problems, creating urgency, and offering a clear path forward, PAS ensures your marketing connects on a human level and inspires action. Whether it’s in an email, a social media post, or website copy, PAS helps you craft messages that are not just about selling—they’re about solving, supporting, and building trust with your audience. Now it’s your turn to put PAS to work and watch your marketing impact soar.
