PAS (Problem-Agitate-Solve) Copywriting: what is it and how can it be applied by freelance writers?

21 Apr, 2025

You know, learning a new framework for writing can feel a bit like starting a new workout routine. At first, it seems awkward, maybe even unnecessary – you already know how to write, right?

But then you start using it, maybe the Problem-Agitate-Solve (PAS) framework, and suddenly things click. You feel the difference.

Your writing has more punch, connects better, and guides the reader more naturally. That's what PAS can do for your ghostwritten blog posts, especially now when we're all figuring out how to stand out in a world increasingly filled with AI content.

It’s not just a formula; it’s a way to structure your thinking to hit the reader right where they live.

What Exactly is This PAS Thing?

At its core, PAS is simple:

1. Problem: You pinpoint a specific challenge or frustration your reader is actually facing.
2. Agitate: You dig into that problem a bit, exploring why it's frustrating or what happens if it's ignored. You make the reader feel understood.
3. Solve: You present a clear solution or path forward – the insight, advice, or perspective your client wants to share.

Think of it like this: you see someone struggling (Problem), you acknowledge how tough that struggle is (Agitate), and then you offer a helpful hand (Solve). It's a natural flow, and that’s why it works so well in blog posts, emails, even sales pages.

It’s about guiding your reader from feeling stuck to feeling hopeful and ready for a solution. In my experience, when you nail this, readers don't just get information; they feel a connection.

Why Does PAS Connect So Well?

It’s not magic; it's psychology. We're wired to avoid pain and seek solutions. PAS taps right into that.

• It Starts with Empathy: When you accurately describe a reader's problem, they instantly think, "Okay, this person gets it." That builds trust right off the bat. You’re showing you understand their world.
• It Creates Urgency (Without Being Pushy): The 'Agitate' step isn't about scaring people. It's about validating their feelings and gently highlighting the real costs of not solving the problem. It makes the need for a solution feel more real and motivates them to keep reading. I’ve learned that people often need to feel the discomfort of the status quo before they’re truly open to change.
• It Validates, Not Invents: Good PAS copy doesn't make up problems. It shines a light on the ones the reader already knows, maybe even worries about late at night. It feels like you're reading a page from their own diary, which makes the connection even stronger. As a ghostwriter, this means you have to tap into genuine audience issues that also align with what your client knows and cares about.

Breaking Down PAS: The Nitty-Gritty

Let's look at each piece and how you can handle it in your ghostwriting.

Finding the 'Problem' (The Starting Point)

This is maybe the most crucial step. If you don't identify a real, significant problem your target reader cares about, the rest of the post falls flat.

• Get Specific: Don't just say "communication issues." Talk about the frustration of teams working in silos, or the anxiety of misinterpreting an important email. Use the kind of language your reader uses.
• Show You Understand: Frame the problem vividly. This builds trust immediately.
• Make Sure It Fits: The problem must be something your client's perspective or expertise can actually address. Don't set up a problem you can't convincingly solve later.
• Build Common Ground: Position the problem as something both you (speaking for the client) and the reader understand. It creates an instant "we're in this together" vibe. In ghostwriting, this means really getting inside the client's head about why they care about this problem too.

Turning Up the Heat with 'Agitation'

Okay, you've stated the problem. Now, you need to gently explore its impact. This isn't about being dramatic; it's about making the problem feel concrete and personal.

• Explore the Consequences: Talk about the real-world effects. What does this problem cost the reader – time, money, opportunities, peace of mind? Use stories (maybe ones your client shared!), relatable scenarios, or even relevant stats if they fit.

• Use Feeling Words: Don't be afraid to use words that describe the emotions tied to the problem – frustration, worry, disappointment, overwhelm.

• Ask Questions: Sometimes, a good question ("How many times have you felt...? What happens when...?") can make the reader pause and reflect on their own experience.

• Keep it Real: This is key. Overdoing the agitation feels manipulative or "cringey". I’ve seen it happen.

  It needs to feel authentic to the reader's experience and, importantly, authentic to your client's voice. Pour just enough salt in the wound to make the need for healing clear, but don't empty the whole shaker.

For us ghostwriters, the trick is calibrating this agitation. It needs to match the problem, the audience, and the specific solution the client offers. You're building motivation that points directly towards the 'Solve'.

Delivering the 'Solve' (The Payoff)

This is where you shift gears. You've explored the problem; now you offer relief.

• Connect the Dots: Explicitly show how this solution addresses the specific pains you agitated earlier. Don't make the reader guess.
• Focus on Benefits & Transformation: Talk about how the reader's situation improves. What's the positive outcome? How does their life get better, easier, or more successful? It's about the "after," not just the features.
• Offer Proof (Subtly): If appropriate, weave in bits of proof – maybe a quick mention of results, a relevant statistic showing effectiveness, or a nod to the client's experience.
• Guide the Next Step (CTA): Even in a thought leadership piece, you need to suggest what the reader should do next. Keep it relevant and low-pressure (more on this later).

In many ghostwritten blogs, especially for thought leadership, the 'Solve' is the core insight or advice itself. You're providing the "aha!" moment, demonstrating your client's expertise. It should feel like a satisfying answer to the tension you built.

Using PAS to Structure Your Blog Posts

PAS isn't just for sentences; it can shape your whole blog post. Here’s a common flow I find works well:

1. Introduction: Hook 'em with the Problem. Briefly Agitate it to show why it matters. Hint at the Solve by stating the post's purpose.
2. Body Paragraphs: Dive deeper into the Agitation. Explore different angles, consequences, or common mistakes using stories or examples. Or, start building towards the Solve by introducing key concepts.
3. Transition: Signal clearly that you're moving from problem to solution.
4. Solution Section(s): Lay out the core Solve. This is where you deliver your client's main message, advice, or perspective. Focus on giving real value.
5. Conclusion: Briefly recap the P-A-S journey. Reinforce the Solve's value. End with a clear, appropriate Call-to-Action (CTA).

Remember, it's a flexible framework, not a rigid cage. You might weave elements together or revisit agitation briefly later. The goal is to keep the reader moving forward, from understanding their problem to seeing a clear path forward.

This turns a simple article into a journey, making your client's message much more likely to stick.

How PAS Helps You Engage Readers

This structure naturally keeps people reading:

• Grabs Attention: Starting with a relatable Problem connects immediately.
• Keeps Them Invested: The Agitation taps into emotions and makes the stakes feel real.
• Easy to Follow: The logical P-A-S flow prevents confusion and guides understanding.
• Provides Payoff: The Solve delivers satisfaction and a clear takeaway.

Throughout this, you're building trust. By showing you understand (Problem), empathize (Agitate), and offer a credible way out (Solve), you position your client as helpful and authoritative. That trust makes the final message much more powerful.

Finding the Right Problem (Your Ghostwriting Superpower)

Identifying the core problem is where your skill as a ghostwriter truly shines, especially compared to AI. It requires blending different sources of insight:

1. Talk to Your Client (Deeply): This is non-negotiable. I always spend time understanding:
   • What problems do they think they solve?
   • What's their unique viewpoint or philosophy?
   • Who do they see as their audience, and what are their struggles?
   • Do they have specific stories or examples?
   • Dig into their existing materials – articles, presentations, notes. Get a feel for their thinking and voice.
2. Dig into the Audience: Don't just take the client's word for it. You need to validate their assumptions. I find these useful:
   • Check Analytics & Keywords: What search terms bring people to their site? What problems are people actively trying to solve?
   • Listen Online: What are people saying on social media, forums (like Reddit or industry groups), or in blog comments related to your client's field? How do they talk about their problems?
   • Surveys/Feedback: If possible, look at existing customer feedback or even run simple surveys.
   • Develop Personas: Get specific about the target reader's pains, goals, and fears.
3. Scan the Market: Understand the bigger picture:
   • Industry Trends: What are the current hot topics and challenges?
   • Competitor Content: What problems are others tackling? How can your client offer a different or better angle?

Your job is to bring these threads together. You filter the client's insights through the lens of real audience needs and the market context. This synthesis – finding a problem that's authentic to the client and deeply relevant to the reader – is high-value work AI struggles with.

Aligning the Problem with Client Goals

Remember, you're not just finding any problem; you're finding one that strategically serves the client's purpose.

• Match Expertise: The problem must be squarely in your client's wheelhouse. Tackling something outside their knowledge base kills credibility fast.
• Fit the Objective: Is this blog post meant to build broad thought leadership or generate specific leads?
  • Thought Leadership: Might tackle bigger, complex industry issues.
  • Lead Generation: Will likely focus on a more specific pain point their service solves directly.
• Lead to Their Solution: The problem needs to naturally set the stage for the client's core message or perspective. If the connection feels forced, the whole thing crumbles.

So, ask yourself: "Which audience pain point lets my client authentically shine and achieve this specific post's goal?" That alignment is key.

Agitating Effectively (Without Sounding Fake)

Making the problem feel real requires skill, especially when ghostwriting.

Techniques to Consider:

• Tell Stories: Use relatable examples – hypothetical, observed, or ideally, from your client.
• Use Data: Numbers can add weight, but make sure they're relevant and credible.
• Paint Scenarios: Describe common situations where the problem pops up.
• Highlight Costs: Detail the impact – lost time, money, stress, missed chances.
• Use Emotive Words: Choose words that reflect the reader's likely feelings (frustration, worry).
• Ask Questions: Prompt reflection ("Have you ever...?", "What if...?").
• Go Deeper: Briefly touch on why the problem exists or common misunderstandings.

The aim is to make the reader nod along, feeling understood and slightly uncomfortable with sticking to the status quo.

Keeping it in Your Client's Voice:

This is crucial. Agitation involves negativity, which might clash with your client's usual style. Here's how I try to bridge that gap:

• Use Their Language: Sprinkle in phrases, terms, or analogies the client uses. Listen closely during interviews!
• Match the Formality: Don't get overly dramatic if they're usually measured, or too stiff if they're conversational.
• Client Stories are Gold: Weaving in their actual examples adds instant authenticity.
• Adjust the Intensity: A supportive client might agitate gently (focusing on missed potential), while a more direct one might use stronger terms about inefficiency. Tailor it.
• Ask for Feedback: Explicitly ask the client, "Does this section sound like you? Is the tone right?" Be ready to revise.

You need to find that sweet spot where the audience's pain meets the client's personality. Maybe it's framing things as "opportunity cost" instead of "failure," or using their empathetic stories. It takes practice.

Here’s a quick table summarizing this:

Presenting the 'Solve' Without Being Salesy

In ghostwritten blogs, especially for thought leadership, the 'Solve' is often about sharing expertise, not pushing a product. Here's how to do it smoothly:

Connect Naturally

The solution should feel like the logical next step after discussing the problem.

• Weave it In: Instead of "Buy our product," try phrasing like, "Based on my experience working with teams like yours, a more effective approach involves..." or "The shift in perspective needed here is..." This positions the client's knowledge as the solution.
• Show, Don't Just Tell: Use client examples or anonymized case studies (if appropriate) to illustrate the solution in action without being overly promotional.
• Make it Valuable: The solution should feel like useful information shared by an expert.

Focus on Value and Transformation

Forget features; focus on benefits.

• Highlight the Outcome: Emphasize how adopting this solution or perspective improves the reader's life or work. What positive change can they expect?
• Give Real Insight: Provide genuinely useful, actionable information the reader can appreciate, even if they never become a customer. This builds massive trust and authority – often the main goal anyway. Avoid hype and pushy language like the plague; it destroys credibility.

Use Subtle Calls-to-Action (CTAs)

You still need to guide the reader, but keep it appropriate.

• For Thought Leadership: Encourage engagement. Ask readers to share their thoughts in comments, share the post, follow the client for more insights, or subscribe to a related newsletter.
• For Lead Generation: Be slightly more direct, but still offer value. Offer a relevant downloadable (ebook, checklist) in exchange for an email. Suggest further reading on the client's site, learning more about their approach, or maybe (if very relevant and framed helpfully) offering a brief consultation.

The CTA should feel like a natural extension of the valuable information you just provided. If the 'Solve' was genuinely helpful, the reader will be much more open to taking that next step.

PAS in Action: Quick Examples

Let's imagine you're writing for that leadership consultant targeting managers struggling with team motivation:

• Problem Idea: "Is keeping your team genuinely motivated feel like pushing a boulder uphill sometimes? You know they have potential, but bridging that gap between daily tasks and real engagement is tough, right? It often leaves you feeling unsure where to focus, leading to patchy energy and missed chances." (Identifies problem, uses relatable feeling, names audience, hints at consequences).
• Agitation Idea: "And it's not just about hitting targets. It's the quiet quitting you sense, the star players maybe polishing their resumes because they don't feel connected, the drain on your energy trying to constantly push. Every disengaged person isn't just lost output; it's an idea not shared, a spark missed, maybe even a toxic vibe starting to spread." (Highlights specific costs, uses emotive words, raises stakes).
• Solve Idea (Non-Promotional): "From what I've seen, the real shift comes from focusing on intrinsic motivation – tapping into autonomy, mastery, and purpose. Giving autonomy isn't chaos; it's defining the 'what' and trusting them with the 'how.' Fostering mastery means creating chances to grow and recognizing progress, not just wins. And crucially, connecting the daily grind back to the bigger 'why' lights a fire no bonus alone can. Trying something simple like regular 'purpose check-ins' can be a starting point..." (Presents client's philosophy as the solution, focuses on principles/benefits, offers a non-promotional technique).

See how it flows logically and emotionally?

Best Practices for You, the Ghostwriter

Using PAS well in ghostwriting takes more than knowing the steps.

Nail the Client's Voice

This is job number one. You need to sound like them.

• Immerse Yourself: Read everything, listen to everything (interviews, recordings).
• Listen Actively: Pay attention to how they talk – word choice, rhythm, analogies, humor.
• Collaborate on Voice: Sometimes their spoken voice isn't their ideal written one. Work with them to craft it.
• Use Guides: Leverage style guides and maybe create message maps for key ideas.
• Get Feedback Early & Often: Share drafts and ask specifically about voice. It takes iteration.

Tailor PAS to the Goal

Adapt your approach based on the blog's objective:

Be Authentic and Ethical

PAS is powerful; use it responsibly.

• Connect, Don't Manipulate: Avoid hype, fear-mongering, or making stuff up. Bad PAS sounds forced; that’s a user error, not a framework flaw.
• Be Truthful: Accurately represent the client's expertise and solutions.
• Amplify, Don't Invent: Your job is to clearly articulate their genuine ideas.
• Process Transparency: Keep communication open with your client.

Build Strong Collaboration

Great ghostwriting is a partnership.

• Set Clear Expectations: Agree on goals, process, timelines upfront. Use detailed briefs.
• Structured Feedback: Have a clear review cycle.
• Guide the Client: Help them give you useful feedback, especially on message and voice. Ask clarifying questions.
• Communicate Often: Keep the lines open. Use interviews for rapport too.
• Be Patient: Getting it right often takes a few rounds.

Wrapping It Up: Your Edge in the AI Era

Think of PAS like learning to ride a motorcycle. At first, you're just focused on the mechanics – clutch, throttle, brake (Problem, Agitate, Solve). But with practice, it becomes second nature.

You start to feel the flow, anticipate the turns, and really connect with the road ahead.

That's what mastering PAS can do for your ghostwriting. It gives you a reliable structure to create blog content that genuinely connects with readers by tapping into their real problems and offering valuable solutions.

In a world swimming in generic AI content, your ability to use PAS with empathy, strategic insight, and your client's authentic voice is a massive advantage.

It allows you to build trust, establish authority, and deliver results that go way beyond just filling column inches. It’s a skill that keeps you valuable.

#Technique