Glossary/Strategy & Frameworks/PAS Copywriting Formula
Strategy & Frameworks
PAS Copywriting Formula
A classic copywriting structure of Problem, Agitate, Solution: name the pain, intensify it, then present the offer as the fix.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The PAS copywriting formula is a classic structure of Problem, Agitate, Solution. Copy first names the reader's pain, then intensifies it by showing its consequences, and finally presents the offer as the fix. It works because it starts from the audience's concerns rather than the product, though overuse can feel manipulative.