The PAS communications model (Problem, Agitation, Solution) is one of the most enduring and effective frameworks in persuasive marketing. While simple in structure, it taps into something deeply human: the way we recognize problems, feel their weight, and seek resolution.
Why PAS Works
The brilliance of PAS lies in its clarity. Rather than pushing product features first, PAS forces you to start with the customer’s world – their problems, frustrations, and aspirations.
By structuring your message this way, you:
- Show empathy and understanding (building trust).
- Create urgency and emotional resonance (deepening attention).
- Position your product or service as the natural answer (driving action).
This model aligns neatly with today’s demand for customer-centric storytelling in marketing.
The Three Steps of PAS
1. Problem
Identify and clearly articulate a challenge your audience is facing. This step requires research and empathy -truly understanding the pain points, inefficiencies, or risks your target market deals with daily.
💡 Magnity tip: In B2B contexts, don’t just stop at surface-level issues. Probe into organizational consequences– lost productivity, higher costs, or missed growth opportunities.
2. Agitation
Here, you go deeper. It’s not enough to state the problem – you amplify it. Agitation means showing the real impact of leaving the problem unresolved: frustration, wasted resources, stalled progress.
When done authentically, this creates urgency. But beware – overdoing it can feel manipulative.
💡 Magnity tip: Use data points, case examples, or scenario storytelling to make the problem visceral without resorting to fearmongering.
3. Solution
Only after the problem has been fully recognized and felt do you introduce your solution. This is where your product, service, or idea enters the narrative – not as a push, but as the natural resolution to the tension you’ve built.
💡 Magnity tip: Highlight both functional outcomes (time saved, costs reduced) and emotional benefits (confidence, peace of mind, momentum). This balance builds trust and makes your message resonate on multiple levels.
Example in Action
Imagine a campaign for a fitness app:
- Problem: Lack of time makes exercise feel impossible.
- Agitation: A sedentary lifestyle leads to stress, declining health, and guilt over missed goals.
- Solution: The app offers quick, guided workouts that fit even the busiest schedule – removing barriers and creating momentum.
Now imagine applying the same structure to a B2B SaaS solution:
- Problem: Marketing teams struggle with producing enough high-quality content.
- Agitation: This leads to missed opportunities, brand inconsistency, and frustrated sales teams.
- Solution: An AI-driven content engine that ensures on-brand output at scale – freeing marketers to focus on strategy.
PAS in Today’s Marketing
While the PAS model is decades old, it’s far from outdated. In fact, in the era of AI, data-driven personalization, and attention scarcity, it’s more relevant than ever.
When used with care, PAS helps marketers:
- Craft high-impact messaging across email, ads, and landing pages.
- Keep content customer-first, not product-first.
- Build trust by showing real understanding before offering solutions.
At Magnity, we see PAS as more than a copywriting technique – it’s a mindset shift towards empathetic, problem-solving marketing.