← Glossary Direct Response

PAS

Problem → Agitate → Solve. The most direct-response of all copy formulas.

Explained simply.

PAS starts by naming the prospect's problem, agitates it (makes them feel how painful it is), then offers your solution. It works because it mirrors how people actually think about buying: they're not buying a product, they're buying out of a problem. PAS forces you to describe the problem vividly enough that the reader pays attention, then offers the exit.

An example.

'You're losing leads because your follow-up is inconsistent. (P) Every week, 5 prospects go cold because nobody pinged them on day 3. Over a year, that's 260 lost deals. (A) Our follow-up system catches every one of them automatically. Here's how. (S)'

Why it matters.

PAS is tighter and more punchy than AIDA. For emails, ads, and short-form content, it usually outperforms. Use PAS when you need to be direct. Use AIDA when you have more room to unfold.

Related terms

AidaPastorCopywriting

Further reading