PAS (Problem-Agitate-Solution)
A copy formula: name the problem, make its real consequences felt, then present the solution that resolves it.
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What it is
PAS is a three-part copy formula: name the Problem, Agitate by making its real consequences concrete, then present the Solution. It works when the audience already feels a pain but has normalized it or has not connected it to the cost. A short ad can do all three in three sentences; a sales page can give each step a section.
Reach for PAS when pain is the strongest honest entry point. Use the audience's own language for the problem, show a specific moment where it gets worse, and make the solution answer that exact consequence. Agitation should add recognition and stakes, not adjectives.
Gotcha: 'agitate' is where weak copy turns manipulative. Do not invent fear, shame the reader, or imply catastrophe that the evidence cannot support. If the problem is mild or the audience is already anxious, use Before-After-Bridge or lead with the outcome instead.
Ask AI for it
Write conversion copy for [product] using PAS (Problem-Agitate-Solution) and the supplied Voice of Customer language. Problem: name one specific situation in the customer's own words. Agitate: show exactly 2 concrete consequences supported by the research, with no fear claims, shame, or invented urgency. Solution: connect one product mechanism to each consequence, then give one CTA with exact button text. Label the three sections, keep the total under [word count], and flag any consequence or product claim that lacks evidence instead of filling the gap.