PAS vs AIDA as a hook skeleton: when each one stalls

PAS vs AIDA as a hook skeleton: when each one stalls

Two frameworks, two failure modes.

— PAS (Problem-Agitate-Solve): lethal for pain-aware audiences who already feel the itch. Agitation is the engine. But on a cold, unaware audience, agitating a problem they haven't named yet just reads as negative and they scroll.
— AIDA (Attention-Interest-Desire-Action): better for desire-led and aspirational buys — the 'imagine if' products. The weakness: a weak first beat and the whole funnel collapses, because Attention is doing all the work.

Match to awareness, not preference.

⭐ Pick of the week: a hybrid open — one line of AIDA-style attention to earn the scroll-stop, then drop straight into PAS agitation. The visual grabs, the words twist the knife. Best of both on paid social.