Master the Problem–Agitate–Solution sequence to hold attention. Build tension ethically and resolve it with a frictionless next step.
What is the correct order of the PAS formula?
Problem → Agitate → Solution
Plan → Act → Succeed
Promise → Affirm → Seal
Problem → Solution → Agitate
Effective “agitation” should primarily ______.
deepen empathy and consequences without shaming
avoid any emotional language
focus on product features
mock the reader’s current state
The “solution” in PAS should map to ______.
any popular feature
the root cause exposed in the problem
a tangential convenience
a generic industry claim
A reliable source of wording for the problem step is ______.
competitor taglines
random brainstorming only
internal slogans
voice‑of‑customer quotes and support tickets
To heighten tension ethically, use ______ in the agitation step.
exaggerated disasters
insults toward skeptics
unverifiable claims
vivid but truthful outcomes and time costs
Where should proof (e.g., metrics or testimonials) appear in PAS?
At the very start before the problem
Only after the CTA
Between agitation and solution to lower risk perception
Nowhere—proof breaks the flow
Which CTA fits PAS for a complex purchase?
No CTA until the footer
“Buy lifetime plan now” only
A form with 20 fields
A low‑friction next step like “Get the guide” or “See a 3‑minute demo.”
In short‑form ads, the problem should appear within the first ______.
after a long origin story
30 seconds
1–3 seconds or first line
final frame only
One sign you have over‑agitated is ______.
higher message recall
rising objections and avoidance language in feedback
more qualified questions
clearer problem statements
To personalize PAS at scale, a practical tactic is to ______.
use one generic script for all
segment by role or use case and tailor the problem line
lead with a feature list
omit the problem step entirely
Starter
Focus your problem statement and tie solutions tighter to causes.
Solid
Strong sequencing—add proof and low‑friction CTAs.
Expert!
Exceptional tension control with ethical persuasion.
