PAS: Pain, Agitation, Solution

[Updated June 12, 2021]

Start every sales message by understanding the concept of PAS: Pain, Agitation, Solution.  (hats off to Thrive Themes for the link)

PAIN: Start by identifying your customer’s pain. Show them that you understand their problem.

Be really specific when you describe exactly how it feels to have this problem. You want your reader to start nodding and thinking “Yes, that’s exactly my problem!

AGITATE: Once you’ve really made the pain clear, it’s time to agitate it. Indulge in how this problem gets worse. Why is it frustrating? Why does it feel so awful? What is it that makes the problem so problematic?

SOLUTION: If you’ve written this well, your visitors should be wanting a solution by the end of it. They’ll be hoping that you’re about relieve their pain for them.

What Is Price Anchoring?

Right before your prospect sees the price of your offering you want to begin talking about the value so that when they finally see the price, they feel that it is reasonable.

It’s not required, but it is common on Sales Pages for offerings, especially if they are highly-priced.

Help the visitor by explaining how alternate solutions to their problems can cost much, much more than yours.

The goal is to give them something to gauge the upcoming price against.

Learn more here about Thrive’s Conversion Focused WordPress Themes.