A copywriting formula: name a problem the reader has, make them feel why it matters, then present your offer as the solution.
Example
Meera's ad: 'Kurtas that look crushed by 11 am (problem). You have a client meeting at 3 and no time to change (agitate). Our cotton-linen blend stays crisp all day; try it in store (solution).'
How you'll hear it
“For this audience, PAS will work better than a pretty product shot.”
Don't confuse it with
- AIDA: AIDA builds from attention to desire; PAS leads with a pain point.
- Fear-based copy: agitating is not exaggerating; keep claims true, or you break advertising rules.
In India: Do not turn 'agitate' into false or misleading claims; the ASCI code on honest advertising applies to ads in India.
Related terms
Sources
- Problem-Agitate-Solve (Demian Farnworth), Copyblogger, 2014