You know I don’t gatekeep, and this one’s too good not to share.
Problem, Agitation, Solution - is the single copy structure I use in almost every email I write (aside from RE:markable).
From B2B to D2C, cold outreach to warm nurture, it just works.
You have to make people feel the problem before they’ll care about the solution.
The PAS copy framework:
P = Problem
Start by calling out the pain or challenge your reader actually has. Everyone has something they need to solve (in ANY industry)
Be real, use their words and how they explain it (get this off Reddit, sales calls and market research).
“You’re sending more emails than ever… but email just doesn't seem to generate results.”
A = Agitation
Now twist the knife (nicely - don't be silly with this). Amplify that problem.
Show them why it’s urgent, why it matters to them, what it’s costing them, grow the emotion around it.
“You’re pouring so much time and effort into email, so much pressure from leadership, and you probably have a hidden deliverability issue - you just don't know where to start.”
S = Solution
And then you come in with the answer. How can they fix it? Maybe you have a piece of content that can help, maybe it's a product, maybe it's a service.
“In my Deliverability Masterclass, I’ll show you exactly how to identify why email isn't generating results and how to audit your deliverability step by step.”
And it works especially well for warm audiences who already know you.
When you combine it with segmentation and timing, it’s unstoppable (I sold out my Masterclass tickets by following this framework).
There are another 4 copy frameworks that also work very well in email 👇
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