How to use the PAS framework:

Problem (P)- Outline the main issue your audience is having

Agitate (A) - Help the reader understand the realities of not fixing this problem.

Solution (S)- Position your product as the relief to their pain

And here's 6 ways to apply it:

1) Make your reader feel: "I've been there before"

Legendary Copywriter Joanne Wiebe of Copyhackers uses experiences to make the problem more real.

She uses scenarios we experience when suffering from the pain.

This makes it more personal and connects with the reader more.

2) Double or Triple Down on the pain

Unbounce agitates the pain by providing 3 smaller problems within the larger problem.

This helps the reader see just how big the problem is.

3) Be direct but don't call the reader out

Talk frankly in addressing the problem.

Don't sugarcoat.

But make sure you don't call out the reader too much

People will ignore the message if they feel called out

Heap gets the balance right here

4) Be empathic

Don't make your reader feel stupid and like they are alone.

The message should feel like a friend comforting you.

Someone there to help make the situation better.

Not someone kicking you when you're down.

The tone from Lattice is good here.

5) Use Supporting Visuals

Use imagery to showcase the problem.

Here we have imagery of a busy calendar and busy meetings.

Seeing the pain visually helps the reader to connect with the pain more.

Make the reader want to overcome it.

6) Use Stats

Numbers don't lie.

While copywriting is about addressing people's emotions, we value logic too.

So if you have a relevant stat, use it.

Hard-hitting numbers can help to showcase the gravity of the problem.

And make your writing more persuasive.

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