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How to write the "Problem" in PAS copywriting
Executive overview
Most copy describes the problem as a product category or frustration. The real problem is a lived moment — the specific thing that happened right before the reader arrived on the page.
Dig into that scene. Find the embarrassment, the loss, the injustice. Start ugly; refine later.
The problem in PAS is a specific life moment, not a pain category.
Finding the real problem moment
- Picture what the reader was doing seconds before landing on the page
- Identify the feeling: embarrassment, loss, or a sense of injustice
- Ask: could someone act this scene out if you wrote it down?
- Different moments (personal embarrassment vs. team pressure) require different copy angles
- Voice-of-customer research feeds this — pull the specific moments out of the data
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