The Problem-Agitation-Solution Formula
A simple formula can be used to organize your copy. According to the VeryGoodCopy newsletter, the Problem-Agitation-Solution (or P.A.S) formula can be used for both shorter and longer copy and works for virtually any medium.
- Introduce a Problem: Ask a question or make a statement that identifies your audience’s pain, problem or concern.
- Agitate the Problem: Tell a relevant anecdote — a story the reader can see themself in — to demonstrate the consequences of a problem.
- Offer a Solution: Give the reader an out. A clear, direct way to avoid the pain.