PAS Framework Copywriting Guide (With Examples) For E-Commerce Stores

Copywriting requires a good balance of research and creativity to create original content that captures the audience’s attention and drives conversions. If you’re struggling to come up with clear and persuasive copy, consider using the PAS framework. It’s a classic copywriting formula that offers a simple structure to help you write your copy and organize your flow.

Each of the stages of PAS mirrors the customer journey, allowing you to guide prospects through the buying process. Using this formula, you can structure your copy to ensure your message flows smoothly and compels readers to take action in the end. Get to know more about the framework below to understand how you can apply it in your practice.

How The PAS Framework Works

The PAS framework is one of the most popular copywriting formulas used for e-commerce direct response copywriting, most often in ad copy and landing pages. It works by addressing the audience’s problems directly and presenting a convincing solution to target their pain points. While there may be slight variations in the exact wording used for the stages of the framework, the premise remains the same in all cases. 

Below is a breakdown of each stage of PAS to better understand how the model works.

Problem

Start by calling out your reader’s problem. To do this, you’ll need to know your audience in depth and identify their main problem. Research is crucial in any type of copywriting, so it’s no exception that you have to do the same to nail this part of PAS. 

The most important point in this step is to paint a clear and vivid picture of the problem, describing their challenges and pain points and showing readers that you understand how they feel.

By highlighting the problem in the beginning, you draw the readers’ attention and build trust, as they can resonate strongly with your message.

Nebroo, a hearing aid brand, started their Facebook ad caption by calling out the problem immediately: “Hearing loss is one of the most common medical conditions that exists.”

Their landing page also called out the problem with the headline, “Why Did I Lose My Hearing and What Can I Do?”.

Agitate

The next stage in the framework involves agitating the problem. The main point here is to dig deeper into the problem to magnify the impact on readers. Emphasize specific details around how the customer feels, what pain points they’re experiencing, and how the problem is impacting their life. Think of it like pouring salt on the wound to heighten the readers’ emotions and engage them more with your copy.

The agitate step is often considered the most effective in the framework since it frames your problem more compellingly. However, you also need to be cautious not to overdo this. Remember, your goal is to strike a chord, not make the readers wallow or feel bad. You still need to make it sound like there’s a way to solve the problem. This is why some landing pages today would highlight the features and benefits of products that customers wish they had. Ray Edwards, the creator of the PASTOR Framework, calls this the flip side of the agitate stage, which is the aspirational pain.

Using the same example, Nebroo’s Facebook ad agitated the problem in the caption: “You start finding conversations more difficult. Social situations become more stressful and more embarrassing. You have to make adjustments to every area of your life and you slowly become more isolated.”

In their landing page, they agitated the problem by highlighting the most common ways hearing loss is impacting their customer’s life.

Solution

Finally, the last stage of PAS is the solution. After presenting and agitating the problem, it’s time to shift the mood into something more positive. Introduce your product and present it as the solution to the reader’s challenges by describing what specific features or benefits can address their pain points. 

The main goal in this stage is to sell or convert prospects, but not in a way that’s too direct or salesy. Instead, you should rely on explaining how your solution can have an impact on their lives. Make sure to also include a clear call to action (CTA) here to increase the likelihood of conversions.

In Nebroo’s Facebook ad, the problem and agitate stages were in the caption. Under that was a video with a thumbnail of a man struggling with his hearing. They paired it with the headline, “This can improve your hearing loss.” This part is the solution stage.

In their landing page, they gave their target audience three options: do nothing, get a prescription hearing aid from a doctor, or solve the problem themselves. They positioned their product as an affordable solution for people with mild to moderate hearing loss to get clear hearing without needing a doctor.

After this section, they highlighted the features and benefits of the product and the cost. There’s also a section about the discount they offered, reviews, guarantee, and their call-to-action: Get 50% Off Nebroo Hearing Aids Now.

Why The PAS Framework Is So Effective

PAS is extremely useful in copywriting as it’s designed to build a connection with readers and evoke a strong response. Here are the main reasons why the framework is so effective:

• Leverages Empathy. One of the main strengths of the PAS framework is that it uses the power of empathy to convince readers to take action. The whole point of the framework is to make the audience feel like you understand what they’re going through and know how to make things better. 
• Agitates the Problem. As mentioned, the agitate step is the highlight of the PAS framework. It helps trigger more intense emotions from the audience and lays the groundwork for the solution since it makes readers feel more compelled to take action. By agitating the problem, you effectively increase the perceived value of your solution.
• Uses a Clear Structure. The PAS framework has a clear structure that readers can easily follow as they go through your copy. It uses a logical flow that starts with identifying the main problem, agitating it, and finally presenting a solution. When put together, these three stages send a cohesive message to the audience.
• Engages the Audience. Another key reason why PAS is so effective is that it’s highly engaging. From the get-go, it captures the audience’s attention by discussing a familiar problem. The succeeding stages then maintain their interest by expounding on the problem and presenting a solution in the end to ease their worries.

One thing to note is that there may be a gray area between the Problem and Agitate stages, especially if your product solves multiple problems. It may be more effective to focus on a single problem in some cases, and it might make sense to call out all problems at other times. It depends on every product, so you need to test your copy to find the best messaging.

This is what makes copywriting frameworks so useful—they provide an easy way to test different structures and flows by reworking the same content.

Psychology Of Pain In Marketing

The psychology of pain is commonly used in marketing due to its strong impact on consumer behavior and decision-making. Humans are generally known to be loss averse, which explains their tendency to experience losses more severely than they do gains. In other words, people are more motivated not to lose something or feel pain than they are to gain something pleasurable. 

As you may have noticed, this concept is highly evident in the PAS framework. The problem serves as the main hook that draws readers in, keeps them engaged, and motivates them to take action.

Examples Of PAS Framework In Copywriting

To better understand how PAS works in action, check out these examples below. Take note of how different brands utilize the framework, so you can start using it in your copy effectively.

Zenni Optical

This review was written in partnership with Zenni Optical. It follows the PAS structure as follows:

Problem

It starts immediately with the main problem—migraine attacks. The writer also brings up familiar situations that may have led to these unwanted migraines, from sitting long hours in front of a computer to harsh fluorescent lights in a conference room.

Agitate

The review agitates by emphasizing the pain of suffering frequent migraines, including a laundry list of medications you need when you feel one coming, the moment you get one, and when it worsens. This keeps readers engaged as it highlights the consequences of leaving their migraines unsolved.

Solution

Finally, it introduces the solution, Zenni Optical’s rose-tinted glasses, which are designed to filter harsh wavelengths of light and therefore reduce light sensitivity. Other benefits are also mentioned, including stylish design options and affordable prices. It also ends with a clear CTA inviting you to get migraine relief.

HelloFresh

This review was written in partnership with HelloFresh. It follows the PAS structure as follows:

Problem

First, they discuss the problem—having no time to cook during the holiday season.

Agitate

The writer paints the issue more vividly by talking about juggling different tasks and resorting to takeouts or restaurant visits due to lack of time, which readers may relate to from personal experience. 

Solution

HelloFresh’s meal kit delivery service is presented as the solution. The review elaborates on how the product helps remove the stress of holiday grocery shopping by providing you with pre-packed ingredients to cook up a range of meals. At the bottom, there’s a CTA to subscribe to HelloFresh, along with a coupon code for freebies.