How to Write Content: A Formula and a Practical Exercise

Why the formula matters

Imagine writing a post that people do not read, or creating a video that people watch for a few seconds and then ignore. The problem may not be your effort. It may be that the idea has no structure that pulls the audience forward.

When structure is missing, the work becomes harder than it needs to be. You may have a strong idea, a useful product, or a real solution, but the audience does not feel why it matters now.

The P.A.S formula

P.A.S stands for Problem, Agitate, Solution. First, name the problem clearly. Then show why it matters and what happens if it stays unresolved. Finally, offer the solution in a way that feels connected to the problem, not dropped in from nowhere.

1. Problem: make the audience recognize the situation.
2. Agitate: make the cost of the problem clear.
3. Solution: show the path forward.

1. The problem

Start with something the audience already feels or can immediately recognize. If they do not see themselves in the problem, they will not care about the rest of the message.

2. Agitate the problem

Agitation is not about exaggeration. It is about helping the reader understand the real cost of leaving the problem unsolved: wasted time, lost sales, weak attention, or unclear positioning.

3. The solution

The solution should feel like the natural next step. After the audience understands the problem and feels its weight, your method, product, training, or idea becomes easier to accept.