What is Problem-Agitate-Solve?
Problem-Agitate-Solve (PAS) is one of the most widely used copywriting formulas in marketing. It was popularized by copywriter Dan Kennedy and has been a staple of direct response advertising for decades. The idea is simple but powerful: identify a problem your audience has, make them feel the pain of that problem more deeply, then present your solution as the relief.
Adapted for short video, PAS becomes a tight, emotionally compelling 5-frame sequence that works especially well on TikTok, Reels, and YouTube Shorts where you need to hook fast and deliver a clear message.
Best for
TikTok, Reels, YouTube Shorts, persuasive short-form video
Use when
You want to create short video content that feels urgent and drives action — especially for promoting a product, service, or idea.
The 5 Frames
- Problem — Name the specific problem your audience is experiencing. Be precise — the more accurately you describe their situation, the more they will feel seen.
- Agitate — Dig into the pain. What happens if this problem goes unsolved? What does it cost them — in time, money, stress, missed opportunities? Do not rush past this step.
- Solve — Introduce your solution. Keep it clear and direct. This is not the time for a long pitch — just show them the way out.
- Proof — Back it up. A quick result, testimonial, or example that shows the solution actually works.
- CTA — Tell them exactly what to do next. One action, clearly stated.
Tips
- The Agitate step is where most people hold back — but leaning into the pain is what makes this formula so effective. Do not skip it.
- Keep the entire video under 60 seconds. PAS is built for speed.
- This template pairs well with a strong visual hook in your first frame — show the problem visually, do not just describe it.