Problem-Agitate-Solve (PAS) cold email template
Make the prospect feel a pain they already half-know they have, then position your offer as the obvious relief.
- Cold outreach
Hi {{first_name}},
Problem: most {{role}} teams still {{painful_task}} by hand.
What it costs: {{consequence}} — and it gets worse as the team grows.
How we solve it: {{company_name}} {{mechanism}}, so {{outcome}}. {{customer_example}} cut that work to near-zero.
Want me to show you how it'd look for {{company}}? 15 minutes, your calendar.
{{your_name}}Replace the {{merge_tags}}with the recipient’s details before sending. In Autocloz, these fields fill in automatically from each lead’s record.
When to use it
Use when the prospect's pain is real but easy to ignore or normalize. PAS works best for problems people have learned to live with and need help noticing the true cost of.
Why it works
The structural reasons this message earns replies.
Naming the problem first earns a nod of recognition before you ever mention your product.
The agitation step surfaces the hidden cost ("it gets worse as the team grows"), turning a tolerated annoyance into a reason to act now.
The solution lands as relief, not a pitch, because the reader is already feeling the problem by the time they reach it.
How to personalize it
A template only works once it sounds like it was written for one person. Do these before you send.
Make {{consequence}} specific and felt — "reps spend Friday afternoons reconciling spreadsheets" beats "inefficiency."
Keep the agitation honest; overstating the pain reads as manipulative and breaks trust instantly.
Tie {{customer_example}} to the same problem you just agitated so the proof closes the loop.
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View templateFrequently asked
What does PAS stand for?
Problem, Agitate, Solve. You name the problem, make the reader feel its real cost (agitate), then present your solution as the relief. It is one of the oldest and most reliable copywriting frameworks.
Isn't agitating the problem manipulative?
Only if you exaggerate. Done honestly, agitation just makes a real, tolerated cost visible — which is a service to the buyer. Never invent a consequence that isn't true for them.
Does PAS work for warm leads too?
Yes, but soften the agitation. For a warm lead who already knows you, a single line acknowledging the problem is usually enough before you move to the solution.
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