pas-engine

# PAS Engine PAS (Problem → Agitate → Solution) works by meeting the customer where they are emotionally — tired, hungry, overwhelmed, craving something specific — then positioning the brand as the exact answer. Converts better than AIDA for repeat customers and delivery-focused content. --- ## When to Use - Late-night or weeknight delivery push content - Competing against cooking-at-home ("too tired to cook") moments - Targeting specific emotional states: homesick, stressed, celebratory - Retargeting audiences who've ordered before ## When NOT to Use - New brand awareness content (no emotional context yet) - Content for audiences unfamiliar with the cuisine - Formal press or partnership communication --- ## Framework **P — Problem** (1–2 sentences) Name the exact situation the customer is in. Be precise — "it's 7pm and you've been staring at the same spreadsheet for 3 hours" beats "you're tired after work." **A — Agitate** (2–3 sentences) Make the problem feel more real and pressing. Don't exaggerate — just surface the emotional cost. The more specific, the more it resonates. **S — Solution** (2–3 sentences + CTA) Introduce the dish or offer as the precise fix. Connect it directly to the problem raised. End with one frictionless action. --- ## Formula ``` [PROBLEM] {{specific_situation_customer_is_in}} [AGITATE] {{emotional_cost}} + {{what_they've_already_tried_that_didn't_work}} [SOLUTION] {{dish_as_the_answer}} + {{why_it_works}} + {{cta}} ``` --- ## Examples ### Example 1 — Weeknight Delivery (Instagram Stories, EN) **Input:** Targeting working professionals on Tuesday evenings. Promote General Tso's chicken combo. **Output:** > It's Tuesday. You promised yourself you'd cook tonight. > > You've been staring at the fridge for 10 minutes. The chicken is frozen. The vegetables are sad. And honestly, you just don't have it in you. > > General Tso's combo, delivered in 25 minutes. Hot, saucy, exactly the comfort food you actually wanted. Order at the link — because Tuesday deserves better. ### Example 2 — Homesick Diaspora (小红书, ZH) **Input:** 针对海外华人，周末晚上，推广红烧肉套餐。 **Output:** > 在国外住久了，最想念的不是景点，是一碗真正的红烧肉。 > > 超市里买不到那个味道。自己炖要花两个小时，还不一定炖得对。周末难得放松，结果还是凑合了一顿。 > > 我们的红烧肉用五花肉小火慢煨两小时，酱香、甜糯、肥而不腻 — 就是小时候的那个味。今晚送到你门口，不用等、不用将就。点下方链接，给自己一个真正的周末晚餐。 --- ## Notes - The **Agitate** step is the most commonly under-written — push further into the emotional cost - Avoid making the problem too dramatic for casual content (saves PAS for high-intent moments) - For EN copy targeting non-Chinese audiences, keep cultural references accessible - For ZH diaspora content, nostalgia and identity are the most powerful agitators — use them