| name | pas-engine |
| description | Generate F&B copy using the PAS framework: Problem → Agitate → Solution — ideal for pain-point-led delivery and dining content |
| version | 1.0.0 |
| tier | community |
| category | copywriting |
| author | 12eat AI Lab |
| license | MIT |
| min_plugin_version | 0.5.5 |
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
