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PAS Framework

By Dan Kurtz Updated 1 min read

The PAS framework is a copywriting structure: Problem, Agitation, Solution. Name the reader’s problem, agitate it with specifics of what it costs to leave unsolved, then present the solution as the release.

PAS works best when the problem is real and painful to the reader. Manufactured problems produce copy that reads as manipulative. Real problems produce copy that reads as understanding.

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