Live copywriting practice: rewriting the Asana hero using PAS

Executive overview

Most copywriters train extensively but rarely build hands-on muscle memory. This session drops participants into a timed live exercise with no prep — writing a hero section for Asana's homepage using the PAS framework (problem, agitation, solution).

The format forces output over perfection. Timed sprints replace deliberation.

Writing under time pressure builds the reflexes that training alone cannot.

The session format

• 19-minute live exercise, no preparation for the host or participants
• Participants work in their own docs simultaneously while watching the host write live
• Rashi manages a visible countdown timer, calling out each segment as it ends

The timed segments

1. Research (2 min) — familiarise with Asana and the PAS framework; use Trustpilot, G2, or Capterra for voice-of-customer grounding
2. List problems (3 min) — brainstorm what drives someone to seek a tool like Asana; no copywriting yet
3. Reflect (60 sec) — review the problem list; identify what's usable for a headline
4. Write headlines (2 min) — free-write without overthinking; quantity over quality
5. Reflect (30 sec) — brief pause before moving to agitation
6. Agitation copy (3 min) — write bullets or a short paragraph that deepens the pain raised in the headline
7. Reflect (30 sec) — rest before final polish
8. Polish (1 min) — editing only; focus on headline or agitation copy if overwhelmed

Key principles from the exercise

• Start with headlines, not body copy — forces a clear problem statement first
• Agitation copy follows the headline; don't revise what you already wrote, just move forward
• No word limits or rules during the exercise — the goal is words on the page
• Output quality is secondary; the exercise builds writing reflex and momentum
• Voice-of-customer sources (Trustpilot, G2, Capterra) are valid even in a 2-minute research window