{"id":22591,"date":"2023-02-01T00:31:19","date_gmt":"2023-02-01T00:31:19","guid":{"rendered":"https:\/\/www.gmass.co\/blog\/?p=22591"},"modified":"2026-02-13T19:24:46","modified_gmt":"2026-02-13T19:24:46","slug":"pas-copywriting","status":"publish","type":"post","link":"https:\/\/www.gmass.co\/blog\/pas-copywriting\/","title":{"rendered":"PAS Copywriting for Cold Email (5 Key Strategies and Templates)"},"content":{"rendered":"<p>PAS copywriting is a popular sales technique that blends personalization and emotions into a highly-effective cocktail. Because, after all, <a href=\"https:\/\/www.inc.com\/logan-chierotti\/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html\">95% of sales decisions are emotional<\/a>.<\/p>\n<p>It\u2019s <strong>not easy to properly pull off the PAS (Problem-Agitate-Solve) method<\/strong>\u00a0in <a href=\"https:\/\/www.gmass.co\/cold-email\">cold email<\/a>. It takes a lot of skill. But when you get good at it, it can be <strong>some of the most effective copy you\u2019ll ever write<\/strong>.<\/p>\n<p>In this article, we\u2019ll <strong>walk through the steps of the PAS <\/strong><strong><a href=\"https:\/\/www.gmass.co\/blog\/cold-email-copywriting\/\">copywriting<\/a><\/strong><strong>\u00a0method for cold email<\/strong>\u00a0and share <strong>strategies for maximizing each part<\/strong>\u00a0of the process.<\/p>\n<p>Throughout the article, we\u2019ll also look at a cold email I received using the PAS technique and build a much, much <strong>stronger template<\/strong>.<\/p>\n<p>So you don\u2019t make any faux <em>pas<\/em>.<\/p>\n<p>Ahem.<\/p>\n<p>Let\u2019s get started then.<\/p>\n<h2 id=\"pas-copywriting-tabl-wpju\">PAS Copywriting: Table of Contents<\/h2>\n<ul>\n<li><a href=\"#what-does-pas-stand-flxi\">What Does PAS Stand For?<\/a><\/li>\n<li><a href=\"#1-problem-accurately-rmby\">1. Problem: Accurately Identify What\u2019s Causing Pain for Your Prospect<\/a><\/li>\n<li id=\"what-does-pas-stand-flxi\"><a href=\"#2-agitate-describe-t-fqsw\">2. Agitate: Describe the Chilling Consequences of Leaving the Problem Unsolved<\/a><\/li>\n<li><a href=\"#3-solve-prove-how-yo-bbkk\">3. Solve: Prove How Your Offer Is the Solution of Their Dreams<\/a><\/li>\n<li><a href=\"#4-call-to-action-how-flcp\">4. Call-to-Action: How to End Your PAS Email<\/a><\/li>\n<li><a href=\"#5-the-best-automated-xlsp\">5. The Best Automated Follow-Up to a PAS Campaign<\/a><\/li>\n<li><a href=\"#pas-copywriting-for-lumn\">PAS Copywriting for Cold Email: Takeaways and Next Steps<\/a><\/li>\n<\/ul>\n<h2>What Does PAS Stand For?<\/h2>\n<p>PAS stands for Problem-Agitate-Solve. (Or, depending on who you talk to, Pain-Agitate-Solution.) It\u2019s a popular and highly-effective copywriting method for cold email, short- and long-form sales copy, and even social media ads.<\/p>\n<p>The PAS copywriting formula follows a <strong>three-step process<\/strong>:<\/p>\n<ol start=\"1\">\n<li>Accurately <strong>identify your prospect\u2019s pressing problem<\/strong><\/li>\n<li><strong>Agitate the problem<\/strong>\u00a0by discussing the short- and long-term consequences of leaving it unsolved<\/li>\n<li id=\"1-problem-accurately-rmby\">Prove how <strong>your offer solves the problem<\/strong>\u00a0and they must act to get that solution<\/li>\n<\/ol>\n<p>Let\u2019s build a cold email campaign using the PAS method.<\/p>\n<h2>1. Problem: Accurately Identify What\u2019s Causing Pain for Your Prospect<\/h2>\n<p>What problem does your product or service solve \u2014 and who has that problem?<\/p>\n<p>Ideally, you\u2019ll <strong>identify the people for whom that problem is their <\/strong><em><strong>biggest<\/strong><\/em><strong>\u00a0pain point<\/strong>. As I\u2019ll discuss below, you don\u2019t necessarily have to solve people\u2019s biggest problem \u2014 but you\u2019ll find a higher success rate if you do.<\/p>\n<h3 id=\"how-do-you-identify-zxye\">How do you identify your prospect\u2019s problem?<\/h3>\n<p>Are you talking to your target customers? Or perhaps you\u2019re in the same industry and now you\u2019re also branching out to help others in the business? However you get there \u2014 you <strong>need to have a full understanding of your customers<\/strong>\u00a0before you can use the PAS method.<\/p>\n<p>PAS is a <strong>psychologically-driven copywriting technique<\/strong>. So you need to be deep inside your target customers\u2019 minds to pull it off.<\/p>\n<p>Here\u2019s a personal example. In a past life, I created and sold a board game. And I naively assumed the problem it was solving was \u201ca way to have fun at parties.\u201d That wasn\u2019t it. It turned out the problem it solved was \u201cgrandma needs a gift her grandkid will actually think is cool.\u201d Unfortunately, I figured that out too late; if I\u2019d known that up front, everything about the game (from design to gameplay to marketing) would have been different.<\/p>\n<p><strong>You can\u2019t solve your customers\u2019 problem until you accurately recognize what that problem is.<\/strong>\u00a0Once you do, you\u2019ll understand the consequences for your customers if the problem goes unsolved.<\/p>\n<p>That enables you to take them on an emotional journey through your copy \u2014 then offer a solution.<\/p>\n<h3 id=\"what-if-my-product-s-kmmt\">What if my product\/service doesn\u2019t solve someone\u2019s biggest problem<\/h3>\n<p>People have more than one problem. It\u2019s <em>great<\/em>\u00a0if you can identify their biggest problem \u2014 and that happens to be the problem your product or service solves. But if your product\/service doesn\u2019t solve their biggest problem, make sure it solves a major one.<\/p>\n<p>For instance, let\u2019s say you sell bookkeeping services to real estate agents. Is bookkeeping their number one problem?<\/p>\n<p>Likely no, their top problem is (probably) getting more listings.<\/p>\n<p>But is bookkeeping a huge pain for realtors, who are often in solo entrepreneurial businesses with lots of expenses and large amounts of money going in and out? Absolutely.<\/p>\n<p><strong>As long as you\u2019re solving a real problem, you can vividly illustrate the stakes of not solving it<\/strong>, and you make it clear why you\u2019re the best one to solve it today \u2014 PAS will work for you.<\/p>\n<h3 id=\"putting-together-the-yzye\">Putting together the \u201cProblem\u201d section of your email<\/h3>\n<p>For this article, we\u2019ll use an example (based on an actual cold email I received) of a B2B company that captures website visitor data.<\/p>\n<p>I\u2019ll compare the real email I got with a version I\u2019ve created that incorporates the PAS copywriting method.<\/p>\n<p>The original email I received:<\/p>\n<p>Subject: Meeting tomorrow<\/p>\n<p>Message: Hi Sam,<\/p>\n<p>I noticed [company] website doesn\u2019t capture data about which businesses are viewing the content of commercial partners.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-problem-tinified.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-problem-tinified.png\" alt=\"Cold email with a problem for its Problem\" width=\"1302\" height=\"1284\" \/><\/a><\/figure>\n<p>While this identified a problem, is it a pressing problem? Maybe\u2026 but it\u2019s not personalized or tailored to me. At all. And based on how they\u2019re stating the problem, there\u2019s no emotional reaction. Even if this <em>was<\/em>\u00a0my primary problem, nothing about the copywriting here triggers my brain\u2019s fear centers.<\/p>\n<p>Here\u2019s my rewrite.<\/p>\n<p>Subject: Your site got 99.7k visits in Jan. \u2014 turn that into leads<\/p>\n<p>Message: Hello!<\/p>\n<p>People are visiting {SiteName}\u2019s website. (99.7k last month according to Similarweb). That\u2019s 99.7k potential leads! But almost all of them leave without a trace.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-problem-tinified.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-problem-tinified.png\" alt=\"My PAS email with a better problem\" width=\"1202\" height=\"1260\" \/><\/a><\/figure>\n<p>I\u2019m doing a lot of heavy lifting with this series of short sentences.<\/p>\n<p>I <strong>recognize the prospect\u2019s biggest problem<\/strong>\u00a0(need more leads) and <strong>show how leads are slipping through their fingers<\/strong>.<\/p>\n<p>My email is <strong>personalized<\/strong>. And not by showing off that I researched someone\u2019s name or what college they went to. (Please permanently retire the: \u201cI see you went to [college], impressive!\u201d opening. I cover that a lot in my article on <a href=\"https:\/\/www.gmass.co\/blog\/how-to-start-an-email\/\">how to start an email<\/a>.) It\u2019s <a href=\"https:\/\/www.gmass.co\/blog\/mail-merge-personalization\/\">personalized<\/a>\u00a0because I recognize their specific issue and have relevant data to back it up.<\/p>\n<p>This opening <strong id=\"2-agitate-describe-t-fqsw\">takes the prospect on a journey<\/strong>. I <strong>turned the problem into a story<\/strong>. And by the end of reading that story, <strong>my goal is for the prospect to feel a pit forming in their stomach<\/strong>.<\/p>\n<h2>2. Agitate: Describe the Chilling Consequences of Leaving the Problem Unsolved<\/h2>\n<p>The <strong>agitation section is the \u201cunique\u201d part of the PAS method<\/strong>\u00a0compared to other methods.<\/p>\n<p>Cold emails should be short \u2014 but we\u2019re going to allocate a good chunk of that limited space to <strong>twisting the knife<\/strong>\u00a0about the prospect\u2019s problem.<\/p>\n<p>The \u201cagitate\u201d section is where <strong>we\u2019re going for a big emotional response<\/strong>. After the prospect reads this, <strong>we want them to feel like they <\/strong><em><strong>must<\/strong><\/em><strong>\u00a0solve the problem ASAP<\/strong>.<\/p>\n<p>At the same time\u2026 we don\u2019t want to send the person running to their therapist. We\u2019re going to <strong>empathize with the problem while we agitate<\/strong>.<\/p>\n<h3 id=\"ways-to-agitate-the-hrxg\">Ways to agitate the problem in a PAS email<\/h3>\n<p>Here are some methods to agitate the problem:<\/p>\n<ul>\n<li><strong>Enumerate the consequences of not solving the problem. <\/strong>Demonstrate the long-term problems of missing out. For example, you could do the math (\u201closing out on 20 monthly customers is $120,000 in lost revenue this year\u201d).<\/li>\n<li><strong>Show how a competitor <\/strong><em><strong>has<\/strong><\/em><strong>\u00a0solved the problem. <\/strong>Show how a competitor is thriving against your prospect because they took care of the pressing problem.<\/li>\n<li><strong>Identify the emotions they feel because of the problem. <\/strong>For instance, a recruiter offering to find engineering candidates for a company might discuss how the hiring process is \u201cfrustrating\u201d or \u201ctime-consuming\u201d or \u201cfeels impossible.\u201d<\/li>\n<li><strong>Give an example of a company that left the problem unchecked. <\/strong>Is there a famous (or not-so-famous) industry example of a company that left the problem unsolved? Point to it. No one wants their company to join that list of infamy.<\/li>\n<\/ul>\n<h3 id=\"putting-together-the-ywtk\">Putting together the \u201cAgitate\u201d section of your email<\/h3>\n<p>The original email I received:<\/p>\n<p>In these uncertain economic times, it\u2019s painful to think that around ninety-eight percent of the visitors to your website will disappear without inquiring, potentially becoming customers of your competitors.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-agitate-tinified.png\" data-rel=\"lightbox-image-2\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-agitate-tinified.png\" alt=\"Cold email with poor agitation\" width=\"1302\" height=\"1284\" \/><\/a><\/figure>\n<p>They\u2019re trying to agitate here. There are a few valuable nuggets of information here\u2026 surrounded by a lot of cliches and extra words.<\/p>\n<p>Here\u2019s my PAS rewrite.<\/p>\n<p>That\u2019s not just frustrating \u2014 you\u2019re seeing a giant list of warm prospects slip through your fingers every day. Every. Single. Day.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-agitate-tinified.png\" data-rel=\"lightbox-image-3\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-agitate-tinified.png\" alt=\"My PAS email with better agitation\" width=\"1202\" height=\"1260\" \/><\/a><\/figure>\n<p>I\u2019m <strong>identifying and pushing on emotions here<\/strong>.<\/p>\n<p>My use of language is calculated. The \u201cEvery. Single. Day.\u201d part is what really sells this email. The way I phrased that is <strong>designed to make the prospect slow down and have each word bother them a little more<\/strong>\u00a0about the missed opportunity.<\/p>\n<p>At the same time, <strong id=\"3-solve-prove-how-yo-bbkk\">I\u2019m empathizing with the problem<\/strong>. I\u2019m not calling the prospect a fool for missing these opportunities. I\u2019m showing them I get it. And because I get it\u2026 now it\u2019s time to show I\u2019m the right person to solve it.<\/p>\n<h2>3. Solve: Prove How Your Offer Is the Solution of Their Dreams<\/h2>\n<p>You\u2019ve now set up the problem and made the prospect feel unsettled over the fact that the problem remains unsolved.<\/p>\n<p>Time to solve it. Here\u2019s how.<\/p>\n<h3 id=\"understand-why-your-qryl\">Understand why your customer hasn\u2019t solved this problem yet<\/h3>\n<p>This is a huge key to unlocking the PAS formula (and, really, sales in general).<\/p>\n<p>Your customer has this pressing problem. It\u2019s keeping them up at night. It\u2019s costing them time or money; it might even be fatal to their business.<\/p>\n<p>And yet\u2026 <strong>they haven\u2019t solved it. Why not?<\/strong><\/p>\n<p>Do they not have the time? Are obvious solutions too expensive? Is the solution too complex? Do they lack the knowledge or expertise to solve it? Did they not even realize a solution like yours was out there?<\/p>\n<p>When you have the answer to that, you know how to pitch your solution.<\/p>\n<h3 id=\"understand-what-piec-dpfi\">Understand what piece of evidence will push them over the top<\/h3>\n<p>You\u2019ll introduce your solution in this part of the email \u2014 but you\u2019ll also need to convince the person <strong>why <\/strong><em><strong>your<\/strong><\/em><strong>\u00a0solution is the one they need to go with<\/strong>.<\/p>\n<p>That can take the form of:<\/p>\n<ul>\n<li>The way you specifically address the reason the customer hasn\u2019t solved the problem yet<\/li>\n<li>Past success in aggregate or a single anecdote<\/li>\n<li>Social proof<\/li>\n<li>Testimonials<\/li>\n<li>Your differentiator<\/li>\n<\/ul>\n<h3 id=\"putting-together-the-ympz\">Putting together the \u201cSolve\u201d section of your email<\/h3>\n<p>Here\u2019s the \u201csolve\u201d section from the original email I received:<\/p>\n<p>[Company] can tell you who the businesses visiting your website are &#8211; along with how they found you, what they&#8217;ve been looking at, and the most effective ways to contact them.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-solve-tinified.png\" data-rel=\"lightbox-image-4\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-solve-tinified.png\" alt=\"Cold email with a weak solution section\" width=\"1302\" height=\"1284\" \/><\/a><\/figure>\n<p>This tells me what the product does, and technically it does solve the problem. But <strong>the copy is sterile<\/strong>. It doesn\u2019t give me any reason to use this company\u2019s product. It\u2019s not exciting or emotional.<\/p>\n<p>Also, <strong>it\u2019s selling me features, not results<\/strong>.<\/p>\n<p>Beyond that, I\u2019d speculate the reason the customer hasn\u2019t solved the problem is either they didn\u2019t know this type of product exists or they assumed it was cost-prohibitive to get this type of service. The email I received doesn\u2019t address either of those.<\/p>\n<p>Here\u2019s my revised version:<\/p>\n<p>Did you know\u2026 it\u2019s possible to capture those leads even if they don\u2019t fill out your form? At [Company], we created a revolutionary tool that 5,000+ small businesses are using to find out who\u2019s visiting, what they\u2019re looking at, and their contact info.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-solve-tinified.png\" data-rel=\"lightbox-image-5\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-solve-tinified.png\" alt=\"My PAS copywriting with a better solve section\" width=\"1202\" height=\"1260\" \/><\/a><\/figure>\n<p>In this paragraph I\u2019m addressing the reason why they haven\u2019t solved the problem already (they didn\u2019t know they could).<\/p>\n<p>I then <strong>demonstrate what the tool can do<\/strong>\u00a0\u2014 while <strong>simultaneously dropping social proof and differentiators<\/strong>.<\/p>\n<p>I used the word \u201crevolutionary\u201d which is a power adjective; other options could\u2019ve been something like \u201cpowerful\u201d or \u201cunique.\u201d It all depends on what best describes your offer.<\/p>\n<p>I dropped in the \u201c5,000+\u201d as social proof. I\u2019m demonstrating that <em>lots<\/em>\u00a0of people are using my product \u2014 but not so many that they\u2019ve saturated the market.<\/p>\n<p>And <strong id=\"4-call-to-action-how-flcp\">\u201csmall businesses\u201d is a crucial word choice<\/strong>. That\u2019s my way of signaling that my product is affordable to businesses like theirs.<\/p>\n<h2>4. Call-to-Action: How to End Your PAS Email<\/h2>\n<p>Why isn\u2019t the call-to-action step incorporated into PAS?<\/p>\n<p>Maybe because PASC is a worse acronym.<\/p>\n<p>But I\u2019ll say it\u2019s separate because, if you\u2019ve done your job right with the PAS email, the call-to-action is a no-brainer.<\/p>\n<p>That being said\u2026 it\u2019s always worth testing different CTA options (you can even test them live with <a href=\"https:\/\/www.gmass.co\/blog\/ab-test\/\">GMass\u2019s simple A\/B testing<\/a>). You could tell people to book a demo via a <a href=\"https:\/\/www.gmass.co\/blog\/calendly-zapier\/\">Calendly link<\/a>. You could tell them to reply to get started. You could start a conversation where you tell them to reply to learn more.<\/p>\n<p>Regardless of what you choose, the usual cold email CTA principles apply:<\/p>\n<ul>\n<li>Make the request <strong>clear and simple<\/strong><\/li>\n<li>Make <strong>one single request<\/strong>\u00a0in the email<\/li>\n<li>Aim to create a sense of <strong>urgency and\/or scarcity<\/strong><\/li>\n<\/ul>\n<h3 id=\"putting-together-the-czlh\">Putting together the call-to-action of your email<\/h3>\n<p>Here\u2019s the CTA in the email I received:<\/p>\n<p>I\u2019d be happy to schedule a demonstration to run through the benefits. Please let me know and I\u2019ll arrange one.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-cta-tinified.png\" data-rel=\"lightbox-image-6\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-cta-tinified.png\" alt=\"Cold email without an amazing CTA\" width=\"1302\" height=\"1284\" \/><\/a><\/figure>\n<p>A few mistakes stick out to me here.<\/p>\n<p>One, \u201crun through the benefits\u201d is a waste. Why not spell out the benefits instead?<\/p>\n<p>And two, something about the way this is phrased makes it feel like the demo will happen when it\u2019s convenient for them, not me.<\/p>\n<p>Here\u2019s the CTA in my PAS example:<\/p>\n<p>Got a few minutes for me to show you how to turn {SiteName} web traffic into qualified leads overnight? Just reply to let me know what time is good for you this week.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-cta-tinified.png\" data-rel=\"lightbox-image-7\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-cta-tinified.png\" alt=\"My PAS campaign with a better CTA\" width=\"1202\" height=\"1260\" \/><\/a><\/figure>\n<p>I\u2019m <strong>setting a low time expectation<\/strong>\u00a0here, <strong>restating the value proposition<\/strong>, and <strong>creating a little subtle urgency<\/strong>\u00a0(\u201covernight\u201d and \u201cthis week\u201d).<\/p>\n<p>I explicitly ask the person to reply and make it clear I\u2019ll work around their schedule.<\/p>\n<p>And note: <strong id=\"5-the-best-automated-xlsp\">I kept this email short<\/strong>, at 126 words.\u00a0The storytelling aspect of the PAS method isn\u2019t a license to blow past the standard 150-word ceiling for cold emails.<\/p>\n<h2>5. The Best Automated Follow-Up to a PAS Campaign<\/h2>\n<p>The PAS email should be compelling on its own, but odds are you won\u2019t get a 100% reply rate.<\/p>\n<p><strong>PAS campaigns can benefit from <\/strong><strong><a href=\"https:\/\/www.gmass.co\/blog\/auto-follow-up-emails-until-reply\/\">automated follow-ups<\/a><\/strong>\u00a0(just like any other cold email campaigns).<\/p>\n<p>And you should <strong>follow up by further agitating the problem<\/strong>.<\/p>\n<p>After all, you want to make it clear that by not taking action on your offer, the problem has now gotten <em>worse<\/em>\u00a0for the prospect. And it will continue to get worse until they hire you to fix things.<\/p>\n<h3 id=\"putting-together-the-gsjh\">Putting together the automated follow-up to your email<\/h3>\n<p>Here\u2019s the follow-up I received to the original cold email from this campaign. It arrived six days later.<\/p>\n<p>Subject: FW: Time this week?<\/p>\n<p>Message: Hey Sam,<\/p>\n<p>Did you catch my last email below?<\/p>\n<p>I have some slots for tomorrow. Or would later this week work better?<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-followup-tinified.png\" data-rel=\"lightbox-image-8\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-bad-followup-tinified.png\" alt=\"Cold email follow-up that doesn't agitate\" width=\"1306\" height=\"852\" \/><\/a><\/figure>\n<p>This follow-up isn\u2019t doing anything to get me excited about the offer. If I wasn\u2019t motivated to reply the first time, would this motivate me more? Doubtful.<\/p>\n<p>Here\u2019s the first follow-up email I would send.<\/p>\n<p>Subject: 13,290 potential leads have visited your website since my last message<\/p>\n<p>Message:<\/p>\n<p>I reached out four days ago about [Company], which captures your web traffic and turns it into leads.<\/p>\n<p>Since then, you\u2019ve had approximately 13,290 visitors\u2026 and I\u2019m guessing you didn\u2019t get 13,290 inquiries.<\/p>\n<p>Let me know when you\u2019re available for me to give you a quick run through [Company] to show you how it IDs your traffic and finds their contact info for you.<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-followup-tinified.png\" data-rel=\"lightbox-image-9\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/02\/pas-good-followup-tinified.png\" alt=\"A follow up to a Problem-Agitate-Solve email that agitates further\" width=\"958\" height=\"986\" \/><\/a><\/figure>\n<p>With this email, I\u2019m <strong>agitating the problem by using numbers<\/strong>\u00a0(I divided their web traffic by 30) to <strong>show them how things keep getting worse<\/strong>. And then I include another call-to-action, phrased a bit different than my first one, to try to earn a reply.<\/p>\n<p>From here, you could <strong id=\"pas-copywriting-for-lumn\">try a few other follow-up styles<\/strong>. You could try switching to a scheduling link from a reply. Address other roadblocks they might have (like price or complexity to get started). You could even offer to have them skip the demo step to just start a trial.<\/p>\n<p>Keep following up, keep agitating, keep solving, and keep creating a sense of urgency.<\/p>\n<h2>PAS Copywriting for Cold Email: Takeaways and Next Steps<\/h2>\n<p>The Problem-Agitate-Solve method is a <strong>sophisticated blend of personalization and emotionally-charged copywriting<\/strong>\u00a0that can deliver major results.<\/p>\n<p>The method differs from the <a href=\"https:\/\/www.gmass.co\/blog\/aida-formula\/\">AIDA formula<\/a>\u00a0in that it doubles down on the prospect\u2019s problem and is tighter on the solution. But in many cases, <strong>the emotional hook of PAS copywriting will be the thing that turns your prospects into customers<\/strong>.<\/p>\n<p>To review, the elements of the PAS formula are:<\/p>\n<ul>\n<li><strong>P<\/strong>\u00a0for <strong>Problem<\/strong>. You need to accurately identify the prospect\u2019s specific problem. Ideally you\u2019ll address the top problem that\u2019s currently causing them pain.<\/li>\n<li><strong>A<\/strong>\u00a0for <strong>Agitate<\/strong>. The secret sauce of the PAS formula is to agitate the problem by describing the downsides of not fixing it.<\/li>\n<li><strong>S<\/strong>\u00a0for <strong>Solve<\/strong>. Here you reveal how you\u2019ll solve the problem and why you specifically have the product or service to solve that problem.<\/li>\n<li><strong>Call-to-action<\/strong>.\u00a0Though a CTA isn\u2019t part of the acronym, a PAS cold email needs to end with a strong call-to-action that creates a sense of urgency.<\/li>\n<\/ul>\n<p>And make sure to queue an <strong>automated follow-up sequence<\/strong>\u00a0where you <strong>continue to agitate<\/strong>\u00a0and hit on different aspects of your solution.<\/p>\n<p>If you\u2019re looking for the right cold email platform to pull this off\u2026 it\u2019s GMass.<\/p>\n<p>And now \u2014 I\u2019ll use the PAS method to demonstrate why.<\/p>\n<p>It\u2019s a struggle to find a <strong>cold email platform that checks all the boxes you need as a pro<\/strong>: Ease of use, high deliverability, every feature you want and need, and a reasonable cost.<\/p>\n<p>So you\u2019re finding your campaigns aren\u2019t working. Your sends are capped. You can\u2019t figure out how to do basic things. Your deliverability is poor. And that all means <strong>wasted leads and missed sales<\/strong>.<\/p>\n<p>GMass has everything you\u2019re looking for.<\/p>\n<ul>\n<li>It <strong>works inside Gmail<\/strong>\u00a0and has just one settings box, making it <strong>as easy to use as regular email<\/strong>.<\/li>\n<li><strong>99% of GMass users report the <\/strong><strong><a href=\"https:\/\/www.gmass.co\/features\/deliverability-optimization\">best deliverability they\u2019ve ever had<\/a><\/strong>. Not only are the emails going through Gmail\u2019s high-deliverability servers, GMass offers things like <a href=\"https:\/\/www.gmass.co\/blog\/spam-solver-tweaks-emails\/\">Spam Solver<\/a>\u00a0and <a href=\"https:\/\/www.gmass.co\/blog\/tracking-domain\/\">custom tracking domains with SSL<\/a>\u00a0to get you into the inbox.<\/li>\n<li>GMass has <strong>pretty much every cold email feature you could dream of<\/strong>\u00a0\u2014 and gives cold email pros like you the ability to <a href=\"https:\/\/www.gmass.co\/blog\/cold-email-settings\/\">tweak those settings to your exact liking<\/a>.<\/li>\n<li>And in spite of all that, GMass is still <strong>the <\/strong><strong><a href=\"https:\/\/www.gmass.co\/blog\/cheapest-cold-email\/\">most cost-effective cold email platform<\/a><\/strong>\u00a0out there.<\/li>\n<\/ul>\n<p>Join the <strong>400,000+ users<\/strong>\u00a0who\u2019ve given GMass an incredible <strong>4.8-star average<\/strong> rating across <strong>9,000+ reviews<\/strong>\u00a0in the <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/gmass-powerful-mail-merge\/ehomdgjhgmbidokdgicgmdiedadncbgf\">Chrome Web Store<\/a>.<\/p>\n<p>To get started, just <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/gmass-powerful-mail-merge\/ehomdgjhgmbidokdgicgmdiedadncbgf\">download the Chrome extension<\/a>. There\u2019s <strong>no credit card required<\/strong> for the free trial. And with our <a href=\"https:\/\/www.gmass.co\/quickstart-guide\">quickstart guide<\/a>, <strong>you\u2019ll be sending your first PAS campaign in minutes<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>PAS copywriting is a popular sales technique that blends personalization and emotions into a highly-effective cocktail. Because, after all, 95% of sales decisions are emotional. It\u2019s not easy\u2026<\/p>\n","protected":false},"author":29,"featured_media":22658,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5428,9155],"tags":[],"class_list":["post-22591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cold-email","category-email-copywriting"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>PAS Copywriting for Cold Email (5 Key Strategies and Templates)<\/title>\r\n<meta name=\"description\" content=\"PAS copywriting (the Problem-Agitate-Solve method) is a formula that blends personalization and emotion for effective cold email sales copy.\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" 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