MENTAL MODEL · M6748

PAS

BusinessHigh supportMarketing

Included

Version 1.0.0 · Updated 2026-07-30

CORE DEFINITION

Problem (raise the issue), Agitation (agitate the pain point), Solution (provide the solution). First point out the reader's trouble, then 'salt the wound' (Agitation) by describing the severe consequences of not solving it, and finally present your solution like a savior.

SCAFFOLDING EFFECT

psychology

Reduce cognitive load

Conversion engine. Don't sell the product (Solution) directly. You must first make the reader feel the 'pain' (Agitation) for your remedy to be valuable.

anchor

Anchor fast decisions

People don't pay for 'solutions'; they pay for 'amplified pain points'. PAS first points out the problem (Problem) to grab attention, then uses Agitation to exaggerate the consequences of inaction to a 'painful' level, and finally presents the Solution as the only cure. Attention → Pain → Solution, creating conversion momentum.

MINIMUM ACTION

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Practice this model in one real situation:

P: Hit the reader's current trouble in one sentence.
A: Amplify the pain point: what happens if not solved, what costs have already been paid (salt the wound).
S: Present your product/solution as the remedy, seamlessly following up.
Control the level of Agitation to avoid creating anxiety without a solution.

Check to track your progress (stored locally)

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Source support: Explicit

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en.wikipedia.orghttps://en.wikipedia.org/wiki/PASZH · Explicit
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