PAS Communications Model

The PAS communications model is a persuasive writing and marketing framework that stands for Problem, Agitation, and Solution. It’s designed to guide marketers and copywriters in creating compelling content that resonates with the audience, addressing their needs and leading them towards a solution. This model is particularly effective in highlighting the value of a product or service by focusing on the resolution of a specific problem or challenge faced by the target audience.

• Problem: The first step is to identify and clearly articulate a problem that the target audience is experiencing. This involves understanding their pain points, challenges, or desires.
• Agitation: After identifying the problem, the next step is to agitate it. This means amplifying the problem or making it more relatable and urgent. The goal here is to evoke an emotional response and deepen the audience’s understanding of the impact of the problem.
• Solution: Finally, the model introduces the solution – your product or service. Here, the focus is on showing how it effectively addresses and resolves the problem identified in the first step. This part should also highlight the benefits and value of the solution, encouraging the audience to take action.

For example, in a PAS-based marketing campaign for a new fitness app, the content might start by discussing the common problem of finding time for exercise (Problem), delve into the frustrations and health risks of a sedentary lifestyle (Agitation), and then introduce the app as a convenient and effective solution for staying fit on a tight schedule (Solution).