The PAS framework is a method for crafting effective marketing messages that stands for Problem, Agitation, and Solution.
The idea is to first identify the problem that your product or service solves, then agitate the pain or discomfort that the problem causes, and finally, present your product or service as the solution to the problem.
Here are five ways that the PAS framework can be applied to paid advertising:
Identify the problem: The first step in using the PAS framework is to clearly identify the problem that your product or service solves. This might be a specific pain point or challenge that your target audience is experiencing. For example, if you’re advertising a weight loss product, the problem might be that people are struggling to lose weight and keep it off.
Agitate the pain: The next step is to agitate the pain or discomfort that the problem causes. This helps to make the problem feel more pressing and urgent and can help to motivate people to take action. For example, you might talk about how being overweight can lead to health problems, or how not being able to lose weight can lead to low self-esteem.
Present the solution: After agitating the pain, it’s time to present your product or service as the solution. This might involve highlighting the benefits of your product or service, or demonstrating how it can solve the problem in a way that other solutions can’t.
Finally, make sure to include a clear call to action in your advertising message. This might be something as simple as “click here to learn more,” or “order now and receive a free sample.” By giving people a specific action to take, you can increase the chances that they will follow through and make a purchase.
Let’s say you run an eCommerce store selling fashion bags. Here is an example of ad copy using the PAS framework for your product:
Problem: You’re constantly struggling to find a bag that fits all of your stuff and looks good at the same time.
Agitation: It’s frustrating to have to choose between style and function, especially when you’re on the go.
Solution: Our fashion bag is here to solve your problem! Not only is it stylish and fashionable, but it also has plenty of room for all of your essentials.
Whether you’re heading to work, running errands, or going out for the night, our bag has you covered. Plus, it’s made from high-quality materials that will last for years to come. Say goodbye to cluttered purses and hello to organized style!
The PAS framework can also be applied to creative production, such as images or videos, in a number of ways. Here are a few examples:
1. In an image or video, you can use visual elements to represent the problem that your product or service solves. For example, if you’re advertising a cleaning product, you might show a cluttered, dirty room to represent the problem of dirty living space.
2. Use sound or music to agitate the pain: In a video, you can use sound or music to agitate the pain or discomfort that the problem causes. For example, you might use a dramatic or suspenseful soundtrack to create a sense of urgency or tension.
3. Show the solution in action: You can show your product in action, demonstrating how it solves the problem. This might involve showing before and after shots or simply showing people using your product and looking happy and satisfied.
4. Use persuasive language: In addition to visual elements, you can also use persuasive language in your creative production to help convince people to take action. This might involve using slogans or taglines, or simply using persuasive language in the voiceover or on-screen text.
5. Include a call to action: As with written ad copy, be sure to include a clear call to action in your creative production. This might involve using text or a voiceover to ask people to visit your website, make a purchase, or take some other specific action. By giving people a specific next step to take, you can increase the chances that they will follow through and take action.