Problem Agitate Solution

Published on:

Learn One Of Dan Kennedy's Favorite Framework And How You Can Use It To Write Irresistible Emails

1. What is Problem Agitate Solution

PAS is a framework you can use to write persuasive sales letters, emails/email campaigns, and overall persuasive copy.

The goal is to scale the degree of a problem that your market already has and intensify its consequences to a point where readers feel the need to comply with the solution, which you will handle on a silver plate at the end of your piece of copy.


It works because you're not only presenting the problem but make the reader feel the pain of the problem if it doesn't do anything to change the outcome.

2. Fictional example.

The context is a teacher warning students about a tough written exam.


As you all know, Friday's exam is the hardest you'll take this semester. Half of my students last year failed and had to take complimentary lessons in the summer to approve this class, and the other half barely made it so their GPA was severely affected by this. I highly recommend you study everything from page 45 to 123 of your student book, and that you make exercises from

The example below is a short one just to demonstrate the framework in action, but you can expand this as much as you can.

In fact, the most you press on the problem and the most you agitate and aggregate its consequences - the more you'll take out of using this method.

As far as the solution goes you have to be clear and assertive about it. The easier it is for the reader to comply the more people you'll be able to help.

3. Application in email campaigns

My favorite way to use this framework is with product promotion sequences. Always make sure to outline and follow a logical flow.


Start with the problem in the first email and lead with empathy to connect with the reader and show him you understand what is going through.

As the sequence moves forward, the middle emails will be used to agitate the problem with stories, hypothetical scenarios, and consequences, as well as handling objections.

At last you can use the last email (or set of emails) to present your solution. It has to be clear, easy to follow through, and preferentially create a sense of urgency.

4. Application in standalone emails

A part from using this in your campaigns, you can also use it when you're crafting your standalone broadcast emails.

You can use the subject line to present the problem.

Agitate it in the first couple of paragraphs.

Write a story on how someone had that problem and managed to turned it around.

Link the way he solved it to your product in the call-to-action.

And finally use the P.S. to display social-proof or create urgency.

Loving The Value? Then You'll Love The Email Starters Playbook

Starting your own email list from scratch can be daunting.

I can guide you "by-the-hand" from A to Z and get you started TODAY.

You'll learn how to:

  • Create a landing page
  • Create automated sequences
  • Write high-converting emails people want to read
  • Create simple email funnels