The Problem-Agitation-Solution Formula in B2B Copywriting: How to Increase Conversion Rates with Psychologically Optimized Content

The Challenge of Effective B2B Copywriting in 2025

In a world where B2B decision-makers are confronted with over 350 marketing messages daily, you need a structured approach to truly break through. The current LinkedIn Business Communication Study (2024) reveals: Only 15% of all B2B marketing copy is read through to the end – and even fewer lead to concrete action.

The challenge is clear: How do you ensure that your message isn’t just noticed, but actually leads to measurable results? This is precisely where the PAS formula comes in – a proven copywriting method that, due to its psychological foundation, is particularly effective in the complex B2B environment.

Julia, Marketing Director at a mid-sized IT company, knows this all too well: “We have fantastic products, but we’re failing to capture decision-makers’ attention. Our white papers and case studies end up unread in the digital trash.”

The good news: With the right framework, this problem can be solved. A study by SiriusDecisions shows that structured copywriting formulas like PAS can increase reading time in B2B contexts by an average of 47%. This means: more attention, more engagement, more conversion.

In this comprehensive guide, we show you how to use the Problem-Agitation-Solution formula specifically for your B2B success. You’ll learn not only the theoretical foundations but will also receive practical, immediately implementable strategies.

Understanding the PAS Formula: Fundamentals and Psychological Background

The PAS formula is not a fad, but a psychologically grounded principle that has proven effective for decades. PAS stands for:

• Problem: Identification of a relevant pain point for your target audience
• Agitation: Amplification of problem awareness by clarifying the consequences
• Solution: Presentation of your solution as the logical answer to the established problem

Historically, this approach can be traced back to advertising experts of the 1950s, but its scientific basis is timeless. The PAS formula uses a fundamental principle of decision psychology: people are more likely to act to avoid pain than to gain pleasure.

The Scientific Foundation: Why PAS Works

Neuroscientific studies from Stanford University (2023) prove: Avoiding losses triggers stronger neural responses than the prospect of gains. This phenomenon, known as “loss aversion,” explains why problem-centered communication is particularly effective in B2B contexts.

In the B2B context, decision-makers want to minimize not only personal risks but also organizational ones. A wrong decision can have career consequences – an aspect that the PAS formula skillfully addresses.

PAS vs. Other Copywriting Formulas: A Data-Based Comparison

How does PAS compare to other well-known formulas? A meta-study from MarketingSherpa (2024) that analyzed over 1,000 B2B campaigns provides clear answers:

The numbers speak for themselves: PAS significantly outperforms other formulas, particularly in conversion rates in the B2B segment – a crucial factor for your marketing ROI.

Especially interesting: The effectiveness of the PAS formula intensifies with longer sales cycles, typical for B2B. The reason: It creates a deeper problem awareness that persists throughout extended decision processes.

Why PAS is Particularly Effective in B2B Contexts

B2B decision processes differ fundamentally from B2C purchasing decisions. With an average of 6-10 people involved (Gartner, 2024) and a typical duration of 3-9 months, you need an approach that considers this complex dynamic.

The Specific Characteristics of B2B Decision Processes

Several factors make B2B decisions particularly challenging:

• Multiple stakeholders with different priorities
• Higher financial risks
• Longer implementation cycles
• Necessity for internal consensus building
• Potential organizational impacts

The PAS formula addresses this complexity by creating a shared problem perception – the first prerequisite for organizational consensus.

The Importance of BOTH Rational AND Emotional Factors

The myth that B2B decisions are purely rational has long been debunked. The CEB/Gartner study “The B2B Elements of Value” shows: Emotional factors influence B2B purchasing decisions by 40%. The PAS formula considers both dimensions:

• Rational: Clear problem definition, fact-based agitation, evidence-based solutions
• Emotional: Frustration over existing problems, relief from stress through the solution

This balance between factual information and emotional relevance makes PAS an ideal instrument for B2B communication.

Current Studies on the Effectiveness of Problem-Centered Content

The effectiveness of problem-centered approaches is confirmed by current data:

• LinkedIn Business Solutions (2024) reports: B2B content that addresses concrete problems achieves 76% more engagement than purely solution-focused content.
• The B2B Content Marketing Report (CMI, 2025) shows: 82% of the most successful B2B marketers rely on problem-centered communication structures like PAS.
• HubSpot’s State of Marketing Report (2024) proves: Leads acquired through problem-centered content assets convert to customers 31% more frequently.

This data confirms what progressive B2B companies have already recognized: Targeted problem addressing is the key to attention and ultimately to closing deals.

“Our sales conversations have fundamentally changed since we implemented PAS in our communication. Customers come to us already with a clear problem awareness and see us as partners for the solution.” – Karl Schmidt, Sales Director at a B2B SaaS company

Identifying the Problem: The Foundation of Successful B2B Communication

The precise identification of relevant problems is the critical first step for successful PAS-based communication. In the B2B arena, this is particularly challenging, as problems are often multi-layered and not always obvious.

Methods for Systematic Problem Research

Instead of relying on assumptions, use these proven methods to identify authentic problems:

1. Stakeholder interviews: Direct conversations with various decision-makers and users at the customer
2. Sales team survey: Systematic recording of objections and challenges from sales conversations
3. Data analysis: Evaluation of support tickets, CRM data, and customer churn reasons
4. Competitor analysis: Examination of which problems competitors are addressing
5. Social listening: Monitoring industry discussions in LinkedIn groups, forums, and professional platforms

The B2B Marketing Exchange recommends combining at least three of these sources to get a complete picture. Particularly valuable: The systematic documentation of recurring problem patterns.

The Various Problem Levels in B2B Organizations

B2B problems exist on multiple levels. Only when you understand these can you develop truly relevant problem formulations:

The most effective PAS formulations address several of these levels simultaneously. This creates relevance for different stakeholders in the decision process.

Persona-Specific Problems: From CEO to End User

A Forrester analysis (2024) shows: B2B decisions often fail because the different perspectives of stakeholders are not considered. For successful PAS implementation, you must understand the specific problems of different roles:

• C-level: Focus on strategic problems, competitiveness, resource allocation
• Department heads: Achieving departmental goals, process optimization, performance improvement
• End users: Practical feasibility, user-friendliness, time savings
• IT managers: Security, compatibility, maintainability
• Financial managers: ROI, TCO, budget conformity

The art lies in linking the different problem levels in your communication. This creates a common problem perspective that promotes consensus in the buying center.

A practical example: Instead of speaking generally about “inefficiency,” formulate specifically:

“When manual data entry costs your teams 15 hours per week (user problem), reduces your reporting accuracy by 23% (department head problem), and ultimately leads to strategic decisions being made based on faulty data (C-level problem), then more is at stake than just time.”

This type of multi-dimensional problem formulation forms the ideal basis for the next step of the PAS formula: agitation.

Optimizing Agitation: Emotional Amplification Without Manipulation

The agitation phase is the most critical – and simultaneously the most sensitive – part of the PAS formula. It’s about amplifying the identified problem and clarifying the consequences of inaction, without appearing manipulative.

The Science of Problem Amplification

Psychological studies show: The perception of a problem’s severity directly influences willingness to act. The Journal of Consumer Research (2023) proves: The probability of a purchasing decision increases by up to 74% when decision-makers realize the full consequences of a problem.

Effective agitation is based on three scientifically grounded principles:

1. Loss perspective: Quantify the concrete costs of inaction
2. Time factor: Illustrate how the problem worsens over time
3. Contrast principle: Highlight the difference between current and ideal state

In the B2B context, it’s particularly important that agitation is fact-based and comprehensible. Unlike in B2C, purely emotional appeals don’t work here.

Industry-Specific Agitation Techniques

Depending on the B2B industry, different agitation approaches are particularly effective:

The Brixon Revenue Growth Strategy recommends: Combine industry-specific with universal agitation elements to achieve maximum relevance.

The Balance Between Urgency and Professional Communication

In the B2B sector, the fine line between effective agitation and exaggerated dramatization is particularly important. An Edelman study (2024) on B2B purchasing behavior shows: 73% of decision-makers respond negatively to obviously exaggerated problem representations.

These principles ensure the right balance:

• Fact-based: Every statement about problem severity must be verifiable
• Precise quantification: Concrete numbers instead of vague claims
• Relevant scenarios: Outline realistic rather than catastrophic consequences
• Balanced language: Factual-assertive tone instead of alarmist rhetoric

An example of balanced B2B agitation:

“Our analysis of 127 mid-sized companies shows: Without automated lead nurturing processes, an average of 38% of qualified leads are lost. With your current lead volume, this corresponds to revenue potential of approximately €267,000 annually that remains unused. With each quarter without optimization, this gap grows by about 8%, as your competitors continuously upgrade in this area.”

This type of agitation is fact-based, specific, and avoids excessive dramatization – ideal for demanding B2B decision-makers.

Presenting Solutions: The Key to B2B Conversions

After effective problem presentation and targeted agitation comes the crucial third step of the PAS formula: presenting the solution. In the B2B context, this part is particularly challenging, as your solution must appear not only convincing but also implementable.

The Art of Solution-Oriented Storytelling

B2B decision-makers seek more than just product features – they want a vision of how their current situation can be transformed. According to Corporate Visions (2023), the persuasiveness of your solution increases by 64% when you embed it in a transformative story.

Effective solution-oriented storytelling in B2B contexts follows this structure:

1. Bridge from the problem: Direct connection between identified problem and solution approach
2. Transformation path: Clear route from current to desired state
3. Concrete steps: Practical implementability of the solution
4. Evidence-based results: Measurable outcomes from similar implementations

A practical example:

“The Brixon Group’s PAS content strategy addresses exactly this lead loss through a three-stage approach: First, we analyze your existing customer interactions to identify critical drop-off points. In the second step, we implement personalized, problem-centered content sequences that engage precisely when purchase interest becomes noticeable. Finally, we integrate an automated lead scoring system that directs sales resources precisely to conversion-ready leads. The result: Our customers experience an average of 42% higher conversion rates and 27% shorter sales cycles.”

Evidence-Based Solution Presentation

Evidence plays a central role in B2B decision processes. The “B2B Buyer Journey Study” by Demand Gen Report (2024) shows: 87% of B2B buyers demand concrete evidence of a solution’s effectiveness before taking the next step in the purchasing process.

The most effective forms of evidence in solution presentation are:

• Specific numbers: Concrete improvements in percentage or absolute values
• Industry-relevant case studies: Documented successes at comparable companies
• Third-party validation: Evaluations by independent analysts or certifiers
• Technical specifications: Details on functionality and integration
• ROI calculations: Comprehensible return-on-investment models

The Brixon Group Revenue Growth Model recommends including at least three of these evidence forms in every solution presentation, adapted to the respective purchase phase.

From Solution to Concrete Call to Action

The final step of successful PAS implementation is the transition to concrete action. Here, B2B differs fundamentally from B2C: Instead of an immediate purchase, it’s usually about the next sensible step in the buying process.

The B2B Marketing Association identifies five types of effective calls-to-action in complex sales cycles:

The most effective CTAs in B2B offer clear value before demanding a return. They reduce perceived risk and create a natural transition to the next purchase phase.

For maximum impact, your solution presentation should always end with a clear call to action tailored to the respective purchase phase. This optimally utilizes the motivation to act built up through problem and agitation.

Implementing PAS in Digital B2B Communication

The PAS formula develops its full impact when applied consistently across channels. For B2B companies, this means: The formula must be adapted to various digital formats and integrated throughout the entire customer journey.

Multi-Channel Strategy for PAS-Based Content

An analysis by McKinsey (2024) shows: B2B buyers use an average of 10 different channels during their decision process. Your PAS strategy must consider this complexity.

Here’s how to successfully adapt PAS for different channels:

The challenge lies in consistency across all channels. The B2B Marketing Exchange recommends creating a central “PAS Playbook” for your company that standardizes core problems, agitation points, and solution approaches for different target audiences.

Adaptation to Different Content Formats

The optimal PAS implementation varies considerably depending on the content format:

• Long-form content (blogs, white papers): Complete PAS structure with detailed agitation and multi-layered solution components
• Video: Quick problem build-up (first 15 seconds), visual agitation through contrast representations, concrete solution visualization
• Infographics: Problem visualization through data, graphic intensification as agitation, step-by-step solution representation
• Case studies: Customer problem as starting point, documented consequences as agitation, implemented solution with results
• Podcasts: Problem discussion with experts, experience reports as agitation, practice-oriented solution approaches

Content Marketing Institute (2024) confirms: Conversion rates increase by up to 41% when the PAS structure is optimized for the specific format.

Integration into the Customer Journey

The most effective implementation of the PAS formula considers the respective phase of the buying cycle. The Brixon Group Revenue Growth Strategy recommends these adjustments:

The key to success lies in orchestration: Ensure that your customer receives consistent but progressively deeper PAS messages in each phase. A McKinsey study (2023) proves: Companies with consistent messaging across all touchpoints increase their conversion rates by up to 58%.

Particularly effective: Personalizing the PAS elements based on already known customer characteristics. With modern marketing automation tools, you can automatically deliver the most relevant problems, agitation points, and solution aspects for different customer segments.

Case Studies and Practical Examples: PAS Successfully in Action

Theoretical concepts are important – but practical application determines success. Through documented case studies, we see how the PAS formula delivers concrete results in various B2B contexts.

Cross-Industry Success Examples

These three examples demonstrate the versatility and effectiveness of the PAS methodology:

Case Study 1: B2B SaaS Company

A leading provider of enterprise resource planning software implemented the PAS formula across its entire content strategy:

• Problem: Identification of specific inefficiencies in manual data processing at mid-sized manufacturing companies
• Agitation: Quantification of these inefficiencies’ costs (average €287,000 annually) and the growing competitive gap
• Solution: Phased introduction of automated processes with concrete ROI model
• Result: 176% increase in qualified leads, 23% higher conversion rate, 31% shorter sales cycles

Case Study 2: B2B Professional Services

An international tax consulting firm applied PAS to its thought leadership program:

• Problem: Complex international tax risks for expanding mid-sized businesses
• Agitation: Documented cases of tax penalties and missed optimization opportunities
• Solution: Forward-looking tax planning with country-specific experts
• Result: 215% more downloads of their white papers, 43% increase in initial consultations, 18% higher average order values

Case Study 3: Industrial Component Manufacturer

A traditional manufacturer of specialized components for industrial plants revolutionized its sales approach with PAS:

• Problem: Production failures due to inferior components despite price pressure
• Agitation: Lifetime cost calculation and risk quantification of failures
• Solution: Total Cost of Ownership approach with reliability guarantees
• Result: 34% fewer price objections, 28% higher conversion of quotes, 47% more repeat orders

Concrete Before-and-After Comparisons

Particularly insightful are direct comparisons of the same content before and after PAS optimization. The consulting firm MarketingProfs documented these transformations:

Learnings and Optimization Potential

From the documented case studies, these success factors and common mistakes can be derived:

Success Factors:

• Specificity: The more concrete the problem, the higher the relevance
• Data foundation: Number-based agitation particularly convinces B2B decision-makers
• Stakeholder mapping: Consideration of different decision-maker roles
• Consistency: Continuous PAS structure across all touchpoints
• Transformation: Focus on the change process, not just the end result

Common Mistakes:

• Too generic problems: “Inefficiency” instead of specific pain points
• Excessive agitation: Implausible dramatization undermines trust
• Solution-first: Too rapid transition to the solution without sufficient problem anchoring
• Lack of evidence: Solution promises without comprehensible evidence
• Inconsistent application: PAS only in individual channels instead of across all channels

The Brixon Group Revenue Growth Strategy has shown: Systematically avoiding these mistakes and consistently implementing the success factors can increase the performance of B2B content by an average of 67%.

“The PAS formula has revolutionized our entire content approach. We no longer talk about features, but about the concrete problems of our customers and their solutions. The result: Our leads are more qualified and our sales cycles shorter.” – Marketing Director of a B2B software company

Future Trends: PAS in the Context of AI and Automated Content

The fundamental psychological principles of the PAS formula remain timelessly relevant – but their application evolves with new technologies. How will PAS develop in the context of AI, hyper-personalization, and automated content in the coming years?

How AI Tools Can Support the PAS Formula

Artificial intelligence is already transforming the implementation of the PAS formula in several dimensions:

• Problem identification: AI-supported analysis of customer feedback, support tickets, and social media to detect emerging problem patterns
• Agitation optimization: A/B testing of different agitation approaches with automatic performance analysis
• Solution personalization: Dynamic adjustment of solution presentations based on user behavior and preferences
• Cross-channel orchestration: Automated delivery of coherent PAS sequences across diverse touchpoints

Particularly promising are these concrete AI applications in the PAS context:

The Brixon Group already uses AI-supported analysis tools today to identify and continuously optimize the most effective PAS elements for different customer segments.

The Role of Personalization in PAS

The effectiveness of the PAS formula increases exponentially with the degree of personalization. According to a study by Demand Gen Report (2024), personalized problem framing increases conversion rates by up to 78% compared to generic approaches.

These personalization levels will be standard by 2026:

1. Company-specific problems: Adapting problem formulation to industry, company size, and market position
2. Role-based agitation: Different agitation approaches for various stakeholders in the buying center
3. Behavior-based solutions: Adaptation of solution presentation based on previous engagement behavior
4. Dynamic PAS sequencing: Individualized sequence of P, A, and S elements depending on the purchase phase

The technological prerequisites for this profound personalization already exist – but according to Forrester (2024), only 23% of B2B companies fully exploit these possibilities. This represents an enormous potential for differentiation.

The Balance Between Automation and Authentic Storytelling

The increasing automation of content creation and distribution raises a central question: How do you preserve the authentic, emotional component of the PAS formula in an increasingly technology-driven landscape?

The Content Marketing Institute study “Future of B2B Content” (2025) identifies these success factors for balance:

• Human-in-the-loop principle: AI for analysis and basic structure, human expertise for emotional depth and nuance
• Authentic problem anchoring: Real customer experiences as the basis for problem statements
• Data-driven empathy: Combination of analytical precision with empathetic understanding
• Transparent automation: Open handling of automated elements instead of artificial “humanity”

Tomorrow’s successful B2B companies will be those that use technology not as a replacement but as an enhancer of human creativity and empathy. The PAS formula won’t become obsolete but will be applicable more precisely and in a more personalized way through AI.

“The true future of the PAS formula lies not in complete automation, but in intelligent augmentation. AI helps us understand more precisely what problems our customers really have – the art of articulating and solving these problems convincingly remains a deeply human skill.” – Chief Digital Officer of a leading B2B marketing agency

The Brixon Group Revenue Growth Strategy addresses exactly this: We use advanced analytical tools to identify the most precise PAS elements – and combine them with the human expertise of our content strategists for truly compelling communication.

Practical Guide: Implementing PAS in 5 Steps

Successfully implementing the PAS formula in your B2B communication requires a structured approach. This practice-oriented 5-step plan guides you from initial analysis to continuous optimization.

Step 1: Conduct Problem Audit

Begin with a systematic recording of the most relevant problems of your target audience:

1. Stakeholder interviews with at least 10 existing customers (various roles)
2. Sales team workshop to identify recurring objections and pain points
3. Support ticket analysis to detect patterns in customer inquiries
4. Competitor screening to identify addressed problems
5. Creation of a prioritized problem matrix by frequency and urgency

Practical tip: Create a detailed “problem profile” for each identified core problem with concrete impacts, affected stakeholders, and quantifiable consequences.

Step 2: Develop Agitation Strategy

Develop a differentiated agitation strategy for each core problem:

1. Problem quantification: Collect data and statistics on the impacts
2. Agitation narratives: Develop compelling narratives for problem amplification
3. Persona-specific adaptation: Adapt agitation for different decision-maker roles
4. Validation: Test different agitation approaches with a small customer group
5. Tone adjustment: Find the balance between urgency and seriousness

Practical tip: Create an “agitation library” with validated statistics, quotes, and scenarios that your content creators can access.

Step 3: Establish Solution Framework

Structure your solution presentation according to this proven approach:

1. Solution mapping: Connect each problem directly with specific solution components
2. Transformation narrative: Develop a convincing “before-and-after” story
3. Evidence collection: Curate case studies, testimonials, and data as proof
4. CTA strategy: Define appropriate calls to action for different purchase phases
5. Objection anticipation: Integrate preventive answers to typical objections

Practical tip: Develop a visual “Solution Framework” that illustrates the transformation from problem to solution state – ideal for presentations and complex offerings.

Step 4: Channel-Specific PAS Implementation

Implement the PAS formula appropriately for each channel:

Practical tip: Create a central PAS template repository with pre-configured structures for different formats and channels.

Step 5: Measurement and Continuous Optimization

Establish a data-driven optimization process:

1. KPI definition: Determine relevant metrics for PAS performance
2. A/B testing: Systematically test different problem, agitation, and solution variants
3. Feedback loops: Collect qualitative feedback from sales and customers
4. Iteration: Continuously adjust your PAS elements based on data
5. Knowledge transfer: Document and share learnings across the entire team

Practical tip: Implement a simple “PAS Performance Dashboard” that visualizes the effectiveness of different PAS variants and highlights optimization potential.

With this structured 5-step approach, you sustainably integrate the PAS formula into your B2B communication. The Brixon Group Revenue Growth Strategy has shown: Companies that consistently follow this process achieve on average 58% higher engagement rates and 37% better conversion values than the industry average.

Remember: The PAS formula is not a one-time project, but a continuous improvement process. With each iteration, you refine your understanding of the most effective Problem-Agitation-Solution combinations for your specific target audience.

Frequently Asked Questions About the PAS Formula in B2B