Master Persuasive Storytelling With The PAS Framework

When everyone has their eyes on the prize and is aiming to score, how do you secure the first goal? 

Just like in sports, you need a secret strategy or skill to outpace your competitors.

A woman pushing a cart really fast in a supermarket while everyone claps and cheer behind her

The Problem-Agitate-Solve (PAS) content writing framework is a game-changer in persuasive writing

PAS follows a simple three-step structure, guiding writers to craft compelling content.

Let’s delve into this simple yet effective 3-step storytelling framework that helps you tell better stories.


Think of your brand as the hero armed with a task to save your customers and lead them to success.

You have to start by identifying a problem: your customers’ issues and challenges. This step is crucial, as it sets the stage for the rest of the content.

By clearly articulating the problem, you establish a common ground with them by understanding their pain points. It demonstrates the values of empathy and concern, further elevating your brand’s trustworthiness.

A man telling a woman "we have a problem".


Now, it’s time to sprinkle some salt on the wound — it urges them to act and solve their problems! 

Agitate the problem by highlighting its consequences and implications. Paint a vivid picture of their challenges and obstacles and help them envision a better future. 

This step aims to evoke emotion and urgency from your customers, compelling them to pay attention and engage with your brand. 

By doing this, you’ll capture their attention and keep them invested in finding a solution.

Aa woman encouraging someon on the running track with her fist clenched and pumped saying "we can do it"


As the hero in your customers’ story, it’s time for you to present a feasible solution to the problem identified earlier. 

Keep it simple and specific; complex directions turn them away because it only adds more hassle to their existing problems!

Present your brand as a solution in a way that addresses your customers’ pain points with a clear path forward. By doing so, you can inspire and motivate them to take action. 

After your customers have achieved success, they’ll be more likely to recommend your brand to others!

A woman enthusiastically pumping her fist in the air behind a counter

How is the PAS framework different from other frameworks?

By comparison, the Problem-Agitate-Solve (PAS) Framework emphasizes emotional connection and directness. 

Unlike some frameworks that rely solely on logical arguments or persuasion tactics, PAS cuts straight to the heart of the matter, tapping into your audience’s deepest desires and fears. 

According to Seth Godin, people act if they feel at least one of these three emotions: fear, hope, or love.

That is why PAS is a simple yet effective framework: it compels your audience to take action by highlighting their pain points and agitating their emotions!

A man looking shocked and covering his cheeks with his palms

Where can you apply the PAS framework?

It is a versatile framework suitable for various platforms and industries. Its straightforward structure makes it easy to implement, yet its impact can be profound. 

This framework is especially useful for landing pages and email marketing copy, but it can also be adapted for use in other types of writing. 

Here are some examples of how the PAS framework can be applied to social media copywriting:

A series of social media posts from the page "The Bakers House"

Notice how you can create social media captions that address your customers’ problems and showcase your brand as the ideal solution using the PAS framework?

Structure your content with a framework to enhance its flow!


Looking to keep your audience hooked and engaged? 

The Problem-Agitate-Solve (PAS) Framework is your go-to. 

Use this roadmap to craft powerful content and watch your brand story captivate your audience and turn their attention into impactful results!

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