When it comes to driving conversions and building trust with your audience, few tools are as effective as the P.A.S. Copywriting Framework. In the competitive landscape of fintech, where security concerns and overwhelming jargon often stand in the way of user adoption, crafting clear and persuasive messages is more important than ever.
But how do you create content that speaks to both the mind and the heart of your audience? How do you engage your readers and compel them to take action? That’s where P.A.S. comes in.
In this blog post, we’ll explore how to leverage the P.A.S. framework in your copywriting—focusing on the Problem, Agitation, and Solution—while infusing your message with energy and real-world data. We’ll also take a deep dive into a real-world fintech case study—Sombras FintechAsia—to see how this approach can drive better results.
The P.A.S. Copywriting Framework: A Quick Recap
Before we dive into the nitty-gritty of using P.A.S., let’s break down the framework to make sure we’re all on the same page.
- P – Problem: The first step is identifying and articulating the problem your target audience is facing. It’s essential to make the problem feel real and relatable, tapping into your audience’s pain points.
- A – Agitation: Once the problem is introduced, the next step is to agitate it. You want to amplify the emotions tied to the problem—whether it’s frustration, fear, or insecurity—to increase urgency. Agitating the problem helps your audience realize they need to act now.
- S – Solution: The final step is where you present your product, service, or idea as the perfect solution to the problem. This is where you showcase the benefits of your offering and, ideally, use data or case studies to back up your claims.
When executed correctly, this framework not only grabs your audience’s attention but also creates a persuasive narrative that leads to action. Let’s dive into a fintech-specific example to see how this framework works in practice.
Case Study: Sombras FintechAsia
Sombras FintechAsia, a leading player in the fintech space, has revolutionized digital banking by offering secure, user-friendly solutions for both individuals and businesses in Asia. The company provides a variety of services, including mobile payments, personal loans, and investment platforms.
However, like most fintech companies, Sombras FintechAsia faces the challenge of establishing trust with potential customers, many of whom are new to the world of digital finance or wary of online security threats. To overcome this challenge, they adopted the P.A.S. framework in their marketing efforts, crafting messaging that directly addresses their target audience’s concerns and highlights how their solutions provide real value.
Now, let’s walk through the P.A.S. framework applied to Sombras FintechAsia’s messaging.
Step 1: Identifying the Problem
For many fintech companies, the most immediate problem is lack of trust and security concerns. According to a 2022 study by PwC, 62% of consumers said they were hesitant to use fintech services due to concerns about fraud and data breaches. When dealing with financial transactions and sensitive personal information, people want to feel secure.
Here’s where the power of the Problem stage in the P.A.S. framework comes into play. Sombras FintechAsia first identified the trust gap in their market and pinpointed how it was preventing users from fully embracing the digital tools that could greatly improve their financial lives.
Problem Example:
“In a world where cybersecurity threats are on the rise, how do you know your financial information is truly safe? Data breaches, fraud, and hidden fees plague many digital platforms, leaving users feeling uncertain and vulnerable.”
This statement speaks directly to the primary pain point faced by potential users—fear of security threats, scams, and financial loss. By framing the problem in this way, Sombras FintechAsia’s messaging becomes immediately relevant and relatable. Their audience can identify with the feelings of insecurity, which sets the stage for the next phase of the framework.
Step 2: Agitating the Problem
Once the problem is clearly articulated, it’s time to agitate it further. The goal here is to amplify the emotions tied to the problem—whether it’s fear, frustration, or anxiety—by illustrating the consequences of not solving the issue.
The key is to make the reader feel like they’re on the verge of missing out or exposing themselves to risk. The more you agitate, the more your audience will feel the urgency to take action.
Agitation Example:
“Imagine this: You’ve just sent a large sum of money to an investment account, only to realize the platform you trusted has a hidden fee that drains 5% of your savings. Or even worse, you find out your personal data has been breached and sold to third parties, putting your financial security in jeopardy. The fear of fraud isn’t just theoretical—it’s a daily risk that can have real, lasting consequences.”
By increasing the emotional stakes and vividly describing potential worst-case scenarios, this copy taps into the fear and frustration felt by consumers in today’s digital age. With each word, the reader feels the urgency to resolve these issues before they escalate.
The key to effective agitation is to make your audience feel like they can’t afford to wait. In the fintech industry, where security and trust are paramount, this step plays a crucial role in nudging the audience toward seeking a solution.
Step 3: Presenting the Solution
Finally, once you’ve established the problem and agitated it, it’s time to introduce your solution. This is where you position your product, service, or platform as the answer to the problem you’ve just painted. And, to make your solution even more persuasive, it’s important to support it with factual data and real-world results.
In Sombras FintechAsia’s case, the solution is all about security, transparency, and reliability. By providing advanced security features, clear pricing, and robust fraud protection, they address the core concerns of potential users.
Solution Example:
“Introducing Sombras FintechAsia—the secure, transparent, and easy-to-use digital finance platform designed to give you peace of mind. Our advanced encryption protocols ensure that your transactions are protected every step of the way, and with 24/7 fraud monitoring, we catch any suspicious activity before it impacts you. What’s more, our zero hidden fees policy means you’ll always know exactly what you’re paying for—no surprises.”
To further validate the solution, Sombras FintechAsia can add some hard-hitting data points that showcase how effective their security measures are. For example, they might reference their ISO 27001 certification, which is a global standard for information security management, or provide statistics on how their fraud detection system has successfully prevented millions of dollars in potential losses.
Here’s an example with data: “With over 500,000 satisfied users and a 99.9% fraud detection rate, Sombras FintechAsia has become a trusted leader in digital finance across Asia. Our platform has processed over $1 billion in transactions with a record of zero data breaches in the past three years.”
By combining the emotional appeal of the solution with real-world data and examples, you create a message that feels both compelling and credible.
Why P.A.S. Works: The Power of Persuasion
At its core, the P.A.S. framework works because it mirrors the natural thought process that people go through when they face a problem. First, they recognize the challenge, then they feel the discomfort of the problem, and finally, they seek a solution that offers relief.
For Sombras FintechAsia, this approach makes perfect sense. The company isn’t just selling a service; it’s offering a solution to a real, pressing issue. By following the P.A.S. framework, they’ve been able to create messages that resonate with their target audience—messages that speak directly to their fears, frustrations, and needs.
This copywriting framework is especially powerful in fintech, where trust and security are paramount. By addressing the problem, agitating the pain, and presenting the solution with factual backing, you not only engage your audience but also position your brand as a reliable and trustworthy ally.
Conclusion
When it comes to fintech, users are making significant decisions about their financial security, and they need to feel confident in their choices. By leveraging the P.A.S. copywriting framework, companies like Sombras FintechAsia can craft compelling, emotionally charged messages that not only grab attention but also drive conversions.
By first identifying the problem—security concerns—then agitating it by highlighting the risks involved, and finally offering a solution backed by data and real-world results, you can create content that feels engaging, energetic, and incredibly persuasive.
Whether you’re a fintech startup or a seasoned player in the digital finance space, adopting the P.A.S. framework can help you build stronger connections with your audience and drive meaningful results.
The power of great copy is in your hands. Use P.A.S. to unlock your brand’s potential today!