Framework Deep Dive
PAS is a persuasion framework that taps into pain points to motivate action. Popular in sales copy, DTC marketing, and product demo videos.
Psychological Principle
This framework leverages loss aversion and the desire for resolution. By first highlighting a problem, it creates a cognitive dissonance that the solution then satisfyingly resolves.
Framework Breakdown
1
Problem
Highlight a specific challenge or pain point the viewer currently faces.
2
Agitate
Deepen the emotional discomfort or emphasize the cost of inaction.
3
Solution
Present your product as the relief, answer, or pathway to resolution.
Real-World Examples
Skincare Treatment Ad
A skincare ad shows acne struggles and social anxiety (Problem), emphasizes missed opportunities and self-esteem loss (Agitate), then presents clear skin and renewed confidence post-treatment (Solution).
ProblemAgitateSolution
Implementation Guide
**Identify the Core Pain Point:** What is the single most significant problem your audience faces?
**Amplify the Consequences:** Use emotional language to describe the negative impact of the problem.
**Position as the Perfect Fix:** Frame your product not just as a solution, but as *the* solution.