PAS – Dan Kennedy

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Dan Kennedy called PAS the most reliable sales formula ever invented. Popularly used in everything from tweets to long-form sales pages, PAS goes like so:

  1. Problem – Present the problem your prospect feels
  2. Agitation – Poke at that problem until it’s visceral
  3. Solution – Present your solution to the agitated problem

Sean Mitchell offers this variation on PAS:

  • Problem
  • Agitation
  • Discredit – Discredit other solutions
  • Solution

Lisa Manyan offers PAS “for women”, which she calls CSI:

  • Challenge (the problem)
  • Solution (the solution)
  • Invitation (the CTA)
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