[GTM glossary](/glossary.md) PAS framework Marketing # PAS framework (PAS) In short The PAS framework stands for Problem, Agitate, Solution. It is a copywriting structure: name a problem the reader has, make the consequences of leaving it unsolved feel real, then present a way out. GTM teams use it in cold emails, ad copy, landing pages, and sales scripts because it gives a short, logical path from the reader's pain to your offer. ## The three steps * **Problem:** State the issue in the reader's own words. Be specific to their role or situation. * **Agitate:** Show what the problem costs: wasted time, missed targets, or risk. Stay factual, not dramatic. * **Solution:** Introduce your approach and a small next step, such as a short call or a guide. --- ## Example in a cold email Say you sell scheduling software to sales teams. Problem: "Reps at growing teams often spend part of every day juggling calendar invites." Agitate: "That time comes out of selling, and slow replies can lose a meeting to a faster competitor." Solution: "We help reps book meetings in one click. Open to a short walkthrough?" The example is illustrative. Replace each line with details you can verify about your buyer. --- ## Where to use it * **Cold outreach:** Short emails and LinkedIn messages with a single clear ask. * **Landing pages:** The headline names the problem, the body agitates, the offer solves. * **Ads:** A hook line, one line of cost, and a call to action. --- ## Tips for using it well Research the problem first. The agitate step only works when the pain is real for that account. A trigger such as a new hire or recent funding makes the opening more relevant. Keep the agitate step brief. One or two sentences usually do the job. --- ## Common mistakes * **Generic problems:** Vague pain points sound like every other email. * **Over-agitating:** Fear-heavy copy feels manipulative and hurts trust. * **Skipping proof:** A solution with no evidence is only a claim; add a customer result or detail. * **Multiple asks:** One next step converts better than three. --- ## Adapting PAS to different formats In a subject line, hint at the problem in a few words. In a LinkedIn message, use one sentence for each step. On a landing page, the headline carries the problem, a short paragraph carries the agitation, and the section below shows the solution with proof. Test versions with and without the agitate step. Some audiences respond better to a plain problem and solution, especially senior buyers who already know the cost of the issue. Let reply and conversion data decide, and keep the version that earns more qualified responses. --- ## PAS framework FAQs **What does the PAS framework stand for?** PAS stands for Problem, Agitate, Solution. It is a copywriting formula that first names a problem, then highlights its cost or consequences, and finally offers a solution along with a clear next step for the reader. **How do you use the PAS framework in a cold email?** Open with a specific problem your prospect likely has, add one or two sentences on what it costs them, then present your solution and a small ask such as a short call. Keep it brief and tie each line to research. **What is the difference between the PAS framework and AIDA?** PAS builds on a pain point and moves toward a solution. AIDA, Attention, Interest, Desire, Action, follows a general attention path that does not require a problem. PAS suits problem-led offers, while AIDA suits broader awareness copy. **When should you avoid the PAS framework?** Avoid it when the audience does not feel the problem, when the tone would feel manipulative, or when the product is mostly a want rather than a fix. Over-agitating pain can reduce trust, especially with senior buyers. Share term --- ## More related phrases * [AIDA framework](/glossary/aida-framework.md) * [A/B testing](/glossary/a-b-testing.md) * [Brand strategy](/glossary/brand-strategy.md) ## Similar phrases * [Content marketing](/glossary/content-marketing.md) Content marketing is the practice of creating and sharing useful content, such as articles, guides, and videos, to attract, educate, and convert a defined audience. * [Conversion rate optimization (CRO)](/glossary/conversion-rate-optimization.md) Conversion rate optimization (CRO) is the practice of improving the share of visitors who take a desired action, using research and controlled tests. * [Persona-based marketing](/glossary/persona-based-marketing.md) Persona-based marketing tailors messages, content, and channels to the roles and needs of different buyers instead of sending one message to everyone. * [Inbound lead generation](/glossary/inbound-lead-generation.md) Inbound lead generation attracts prospects who find you through content, search, and referrals, then capture their interest through forms, demos, and other conversion points. * [Before-after-bridge (BAB)](/glossary/before-after-bridge.md) Before-after-bridge (BAB) is a three-step copywriting framework that describes a current problem, paints the improved outcome, and then presents your solution as the bridge between them.