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Struggling to convert your online audience into lucrative sales? Meet the PAS formula!

by  Angela Watt on  06/04/2023

Is your copy flopping in more ways than one?  

This simple yet powerful copywriting formula can fix that!  

Introducing the PAS Formula – Problem, Agitation, Solution.  

This proven technique has been used by successful copywriters for decades to engage and convert audiences in every niche imaginable. Here's how it works: 

  • Problem: First, identify the problem your audience is facing. What pain points are they experiencing? What challenges are they trying to overcome? 
  • Agitation: Next, agitate their pain points. Make them feel the problem even more intensely. The goal is to create an emotional response that compels them to take action. 
  • Solution: Finally, present your solution to their problem. This is where you introduce your product or service as the answer to their needs. 


Why is the PAS Formula so effective?  

Because it speaks directly to your audience's needs and emotions.  

  • By addressing your audience's pain points, you create a sense of empathy and understanding.  

  • By agitating their pain points, you create a sense of urgency and desire.  

  • And by presenting your solution (your product!), you provide them with a clear path to their desired outcome. 

So how can you implement the PAS Formula in your own sales copy?  

  • Start with research: Get to know your audience and understand their needs, pain points, and desires. 
  • Use powerful language: Choose “power” words that evoke emotion and convey urgency. Use vivid imagery and sensory language to paint a picture in your reader's mind. 
  • Keep it simple (stupid): Don't overcomplicate your message. Use clear and concise language that is easy for everyone to understand. 
  • Test and refine: You’re not always going to get it right first time! Monitor your results and make adjustments based on what works and what fails.  

By following these tips, you can start using the PAS Formula today to improve engagement, increase conversions and turn interested onlookers into loyal, repeat customers.  

If you need more help with copywriting or digital marketing in general, feel free to drop us a message. We'd be happy to assist you on your journey to success.

Content Marketing, Digital Marketing, Email Marketing, Location Based Digital Marketing, Search Engine Optimisation (Web Copy), Website Copywriting
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