P-A-S stands for Problem, Agitation, and Solution.

If you�ve taken my Email Copywriting Course, you�re already very familiar with it.

That�s because the idea behind PAS works great for email sequences as well as sales
pages, video sales letters, hybrid sales pages and good ol� landing pages, like
squeeze pages.

With P-A-S, you start the page by addressing the prospect�s most pressing problem.
The one they most want you to solve for them.

You address it without setting yourself up as the solution. Not yet, at least.

Then you push on it. You agitate it.

�Are you struggling with a low-performing team?�

That�s the problem.

Then comes the agitation:

�Have you found yourself dreading Monday mornings in ways you just never have?
You get into work and hope that someone calls in sick so you�ll have one less
headache to worry about.

You see a particularly frustrating employee at the far end of the hall, and you
pretend you�ve gotta duck into the mailroom to fax something � even though you
haven�t faxed anything in almost a decade.
Anything to keep from being forced to make small talk with the people you�re
starting to see as the bad guys.�

Then, the solution.

That�s where you present your product as the solution and proceed to help the
prospect see the many, many ways in which you solve the problem of low-performing
teams for businesses like theirs and businesses they aspire to be.

P-A-S is an alternative to AIDA.

So like AIDA, you sort of layer it over your messages to help get a sense for
whether you�re on track to convince or not.

As you write more letters, you may find yourself automatically writing them with P-
A-S or AIDA in mind.

And if you do that, you�re sure to see just how much more convincing they are.

But beware: the agitation phase of P-A-S can be really fun to write � so be sure
you�re not going overboard.