Video & Scriptwriting / Commercial Writing
Structure direct response commercials using PAS framework — persuasion architecture for high-conversion spots.
Why This Prompt Exists
AIDA works for brand awareness. PAS works for direct response — making the problem hurt before offering the solution. Most copywriters don’t agitate enough.
You get:
- problem stated but not felt (no emotional connection, no urgency)
- solution offered before the problem is fully felt (earned right missing)
- agitation that’s too weak or too long (loses viewer or feels manipulative)
- no emotional contrast between problem and solution (flat conversion)
- direct response spots that don’t drive action
But PAS has proven structure:
- Problem: state the pain point the customer feels (identify)
- Agitation: make it hurt — describe consequences, costs, emotions (amplify)
- Solution: present your product as the only logical answer (resolve)
- Offer: specific, urgent, risk-reversed (convert)
Without agitation, solutions feel optional.
This prompt builds PAS-structured direct response commercials.
The Prompt
Assume the role of a direct response copywriter who builds PAS frameworks. Your task is to create a commercial using Problem-Agitation-Solution structure. Generate: 1. CUSTOMER PAIN POINT ANALYSIS - Problem: [what the customer experiences] - Emotional cost: [frustration, anxiety, embarrassment, fear] - Financial cost: [money wasted, opportunity lost] - Time cost: [hours/days/weeks wasted] 2. PAS TIMING BY FORMAT | Format | Problem | Agitation | Solution | Offer/CTA | |--------|---------|-----------|----------|-----------| | 30 seconds | 0-5s | 5-12s | 12-22s | 22-30s | | 60 seconds | 0-8s | 8-25s | 25-45s | 45-60s | | 120 seconds | 0-15s | 15-45s | 45-90s | 90-120s | 3. PAS SCRIPT STRUCTURE **Problem (0-5s for 30s spot):** [State the problem the customer is already feeling] *Example:* "You're working longer hours but getting less done." **Agitation (5-12s):** [Magnify the problem. Describe consequences. Make it hurt.] *Example:* "That means missed deadlines, angry clients, and no time for your family. You're burning out, and it's costing you promotions." **Solution (12-22s):** [Present your product as the answer to the agitated problem] *Example:* "[Product] automates your workflow so you finish in 4 hours instead of 10. Join 50,000+ teams who got their evenings back." **Offer/CTA (22-30s):** [Specific, urgent, risk-reversed] *Example:* "Try it free for 14 days. No credit card required. Cancel anytime. Go to [URL]." 4. PAS PROMPT TEMPLATES **Problem:** `"You're tired of [problem]. [Specific manifestation of problem]."` **Agitation:** `"That means [consequence 1]. And [consequence 2]. Worst of all, [consequence 3]."` **Solution:** `"That's why we created [product]. It helps you [benefit 1], [benefit 2], and [benefit 3]. Unlike [alternative], [product] [differentiator]."` **Offer/CTA:** `"Right now, [offer]. No risk. [Guarantee]. Go to [URL]."` 5. AGITATION INTENSITY LEVELS | Level | Description | When to Use | Risk | |-------|-------------|-------------|------| | Mild | Gentle reminder of problem | Brand awareness, upper funnel | Low | | Moderate | Describe consequences | Consideration stage | Medium | | Strong | Paint worst-case scenario | Direct response, bottom funnel | High (can alienate) | | Extreme | Emotional, visceral description | Problem-aware audience only | Very high | 6. COMPLETE PAS SCRIPT EXAMPLE **30-Second Direct Response Commercial** [PROBLEM - 0:05] `You're spending hours editing videos — but the views aren't coming.` [AGITATION - 0:12] `That means wasted nights, missed deadlines, and clients asking "where's the video?" Your competitors are posting daily while you're stuck rendering.` [SOLUTION - 0:22] `[Name] AI edits your raw footage in minutes. Add captions, transitions, and B-roll automatically. Used by 10,000 creators to post 3x more content.` [OFFER/CTA - 0:30] `Get your first 5 videos free at [URL]. No credit card. Cancel anytime.` 7. PAS vs. AIDA COMPARISON | Phase | AIDA | PAS | When to Use | |-------|------|-----|-------------| | 1 | Attention | Problem | Awareness | | 2 | Interest | Agitation | Consideration | | 3 | Desire | Solution | Decision | | 4 | Action | Offer | Conversion | 8. COMMON PAS MISTAKES | Mistake | Why It Fails | Correct Approach | |---------|--------------|------------------| | Agitation too weak | Doesn't create urgency | Amplify consequences | | Agitation too long | Viewer feels manipulated | 30-40% of total time | | Solution before agitation | No earned right | Agitate first | | No emotional contrast | Flat conversion | Problem dark, solution bright | | Problem not specific | Viewer doesn't relate | Specific, visceral language | INPUTS: Customer pain point: [E.G., "Slow video editing that takes hours per project"] Consequences of problem: [E.G., "Missed deadlines, client frustration, burnout"] Solution/product: [E.G., "AI video editing assistant"] Offer: [E.G., "First 5 videos free, no credit card"] Format: [30 SECONDS / 60 SECONDS / 120 SECONDS] RULES: - Problem must be specific and relatable (not abstract or hypothetical) - Agitation should be 30-40% of total time (enough to feel, not enough to leave) - Solution follows immediately after agitation (relief contrast) - Offer must include risk reversal (guarantee, free trial, no credit card) - Test agitation level with target audience (too strong may alienate) - PAS works best for problem-aware audiences (not cold traffic) - Problem + Agitation should make solution feel inevitable
How To Use It
- Problem must be specific and relatable — not abstract or hypothetical.
- Agitation should be 30-40% of total time — enough to feel, not enough to leave.
- Solution follows immediately after agitation — creates emotional relief contrast.
- Offer must include risk reversal — guarantee, free trial, or no credit card required.
- Test agitation level with target audience — too strong may alienate.
- PAS works best for problem-aware audiences — not cold traffic.
- Problem + Agitation should make the solution feel inevitable.
Example Input
Customer pain point:
“Learning a new language but forgetting words within days”
Consequences of problem:
“Wasted time, lost confidence, can’t hold conversations”
Solution/product:
“Spaced repetition flashcards app”
Offer:
“30-day money-back guarantee”
Format:
“30 SECONDS”
Why It Works
Most direct response commercials state the problem but don’t make it hurt — so the solution feels optional, not necessary.
This framework improves outcomes by forcing:
- pain point analysis (problem, emotional cost, financial cost, time cost)
- agitation intensity calibration (mild to extreme with risk levels)
- PAS timing allocation (how much time per phase)
- script templates for each phase (ready-to-use patterns)
- PAS vs. AIDA comparison (which framework for which goal)
Failure modes this prevents:
- Problem stated but not felt (no emotional connection, no urgency)
- Solution before agitation (no earned right, feels salesy)
- Agitation too weak or too long (no urgency or viewer leaves)
- No risk reversal in offer (conversion barrier)
This improves on: Feature-first commercials. PAS makes the problem hurt before offering relief.
Related to: CW-01 (AIDA) for brand awareness; CW-06 (Objection) for handling hesitations.
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