The PASP Framework is a persuasive messaging model designed to guide audiences through a compelling narrative arc—from problem awareness to solution validation. It begins with Problem, where you clearly define the core issue your target customer is facing. Next is Agitation, which intensifies the emotional stakes by illustrating the consequences of that problem going unresolved, making it feel urgent and personal.

Once tension is built, the Solution step introduces your product or service as the ideal answer to the problem. Finally, Proof solidifies trust by showing evidence—through testimonials, case studies, or data—that your solution works. This framework is especially powerful in sales copy, landing pages, and ad campaigns where emotional resonance and credibility drive conversions.