What’s the problem?

When I was a young copywriter, I was fascinated by copy frameworks —frameworks of how to position your product to make a sale.

Think of things like PAS (Problem, Agitate, Solution), AIDA (Attention, Interest, Desire, Action), BAB (Before, After, Bridge) — these are all copy frameworks.

They promised the world — a roadmap to persuasion paradise. But here’s the kicker: they always felt like something out of a textbook. Yeah, sure, I got the gist, but how in the hell do you actually put them to work? It was like trying to apply calculus to everyday life — I’m not computing.

Over the years, I learned this on my own through trial and error, but recently, one fateful evening with a bowl of popcorn in hand, I stumbled upon the Airbnb “Bedtime” commercial. And there it was, shining like a beacon in the night — the PAS framework in all its glory, right before my eyes. It was so good — I had to share.

So, grab your popcorn (optional) as I break down this marketing masterpiece and show you how to wield the power of PAS like a pro.

What is PAS?

PAS, my friend, is simplicity itself: problem, agitate, solution. You lay out the problem, you stir it up a bit with some good old-fashioned, ass-itching agitation, then you swoop in with the solution. Problem. Agitate. Soultion. Bada bing- bada boom.

And let me tell you, Airbnb’s latest “bedtime” commercial is a masterclass in this art. You can watch it here.

Airbnb’s Commercial

For those living under a rock who aren’t aware, Airbnb is a company that sells spaces to stay. It’s basically a hotel service without having to go to a hotel. If you’re traveling and staying at an Airbnb, you’d go to someone’s house or condo instead of hotel — it’s pretty cool. So how did they do it?

They Introduced the Problem

The first thing you see in their commercial is a framing message. They have a door hanger that says, “Somewhere in a hotel” to set the scene. Setting the scene is important because it provides context for the problem. After all — we need to know what the hell they’re talking about to understand their argument.

From here they begin to introduce their problem. For Airbnb, the problem they introduce is, “When you share a hotel room with your kid, you share a bedtime with your kid.” And this message hits you right in the parent feels. That’s the problem, and if you ever traveled with kids, you’d know there’s a bit of truth to it — it’s annoying.

They Agitate

Now, because this is a commercial, they have more mediums to show the agitation than through regular old writing. For this, they showed the family getting ready for bed at the same time, throwing on PJs, and hopping into bed — which looks to be early. Sunlight is still pouring in through the window and you can imagine how annoying it is to go to sleep when it’s early. This successfully agitates the problem and is a relatable complaint many people have. This also reminds people of the other cost of staying in a hotel — you get less freedom.

The Solution

Now, here is where they introduce the solution. They show a change of scenery; the family is now in a posh apartment somewhere in Paris. The kid is asleep in his own room upstairs, and his parents are in the living room admiring the scenery — looking at the Eiffel Tower with fireworks going off for good measure. They introduce this message with a simple line: “But if you get an Airbnb, you get to pick your own bedtime.” And end with their brand message. “Some trips are better in an Airbnb.” And that’s it. That’s the PAS framework in action.

Why it Works

Ah, the magic of PAS — it’s like catnip for consumers. See, people aren’t just buying products; they’re buying solutions to their problems. The more you poke that pain point, the brighter your solution shines. Airbnb didn’t just pitch a place to crash; they highlighted the woes of hotel life and dangled an escape route. And let’s face it, who doesn’t crave a little more freedom on vacation?

How to Use it

So, how do you use this powerful formula? Well, follow PAS.

First, identify the problem. Ask yourself what problems your customers face and how your product or service solves them. Remember to go beyond the initial problem like Airbnb did. They don’t just offer a place to stay; they offer you more freedom. Focus on the deep benefit — that’s what makes a difference.

Second, find a way to agitate the problem. This is where you metaphorically pick up a stick and poke them. For example, when I sold water coolers, I would agitate my customers by showing them pictures of mold building up in water coolers. Drinking moldy water is a sure-fire way to make someone care. So find a way to make the problem more real and come up with an example.

And finally, offer the solution. So, how do you fix that problem? Lay it out line by line. Going back to the water coolers, I would simply offer them a free trial and test the quality of the water. For Airbnb, they just showed the difference between the stays. And for you, just spell out your solution.

Use it in Real Life

The thing about the PAS framework is… you don’t need a production — oftentimes, in real life, it’s just a matter of positioning. For example, let’s say you’re at work. You needed to deliver marketing materials, but your team is behind. You could say to your boss, “You know how our team was a bit behind with all of our new orders?” “Yeah.” “And how that’s kind of slowing things down?” “Yeah..” “Well, I went ahead and stayed after and got it done for you.” And that bit of humble bragging is PAS in action.

Or, even more cheekily, use it at home.

Let’s say you have a pile of laundry that’s piling up to the heavens, and your spouse is less than enthusiastic. You could say, “Hey babe, you know that laundry in the basement and how it’s overflowing?”

Cue your spouse’s eyes narrow as the agitation grows.

“Well, I did it for you.. because I love you.” And score some brownie points.

Use PAS; it’s one of the easiest and most effective frameworks to convey the solution.

 

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