Many businesses fail as they do not manage to tap into the problems that their customers face and provide them with a good solution to these problems. It is one thing to come up with what YOU believe is a great idea and a fantastic product but another thing entirely to meet large scale demand with your product.

Unless there is an existing demand for your product/service then it will not sell. BUT – if you can understand the itch that keeps your customers awake at night then you should be in a position to scratch it for them (a little unsure about that awkward analogy).

The PAS formula is an easy and useful way to structure your videos that will engage your audience. There is a range of different ways that you can arrange online videos to illicit particular responses from your audience. PAS is particularly good because of it’s simplicity and it’s ability to connect with viewers quickly.

So you are thinking, okay, what is this ‘PAS’ you talk of? Quit with the anachronisms already! Okay, PAS stands for: Pain – Agitate – Solve, it is a theory developed by Dan Kennedy who is a well-known American sales specialist. The formula is best used in product videos to convince your audience that your product is for them.

Before I go into more detail, here is an example of a product video that uses the formula well:


The pain element of this structure is where you identify a real and common problem that your target audience experience. It could be a major problem such as loan debt, or burnout from running a start up business. It may be a smaller issue such as a lack of office storage space. It is difficult to give examples because the problem could be literally anything. The most important thing as far as you are concerned is that it is a real issue that people relate to.

It is important to open with a line that enables your target audience to identify the usefulness of the video for them immediately. One way to do this is to frame it as a question. Examples include:

“Do you suffer from…?”
“Do you have [state problem]…?”

Another way is to visually represent the problem. This could be with actors, using animation or diagrams. Whatever is appropriate to the issue and within your creative/financial parameters.


Once your audience is on board with your product video because they identify with the issue you have presented, you need to keep them involved by engaging them on a more emotional level. To agitate is to reveal to the audience what the consequences of inaction will be in relation to their problem.

The consequences that you highlight will of course depend on the issue. It might be that the problem will simply continue forever, or it will get worse. By not dealing with their problem it will mean that they won’t reap the rewards of using your product. Think about what these things are and portray them wisely. Remember that audiences are astute and will be familiar with a range of marketing methods! Epipheo do a great job at making the point with integrity. Here is another example of one of their product videos:


In case you hadn’t already guessed, this is where you demonstrate to your audience that your product or service is the answer they have been looking for. You need to show how your product will solve their problem and what the positive consequences will be.

Ideally, this element should include a call to action. What do you want the audience to do now that they have watched your product video? Whatever it is, tell them. Also, make it easy for them. If you want them to visit your website, include the address and a link. If you want them to fill in a form, tell them where it is.

Most narrative structures include a resolution at the end. This enables the audience to walk away from the video feeling satisfied. This is what audiences are accustomed too from reading novels and watching films. If you fail to provide a resolution audiences notice. PAS is an easy to follow formula that will mean that will give your audience some comfort and reassurance. Do it well and you will turn that satisfaction in to orders.