most crypto marketing falls flat because the writing sucks. it’s vague, hypey, or just noise in the feed.
two simple formulas can make your posts, ads, partnership announcements and updates way more effective:
PAS & AIDA.
here's what they are and how to use them:
PAS:
Problem → Agitate → Solution
this works because people act when they feel a problem. you remind them of it, turn up the discomfort, and then show how your product solves it.
example (crypto lending protocol):
problem: your tokens are sitting idle, doing nothing.
agitate: every day they sit, you’re missing yield while others are compounding.
solution: with [protocol], you can put assets to work and start earning in minutes.
instead of shouting “we have yield,” you frame it around a problem your audience actually feels.
AIDA:
Attention → Interest → Desire → Action
this is about pulling people step by step from curiosity to action. grab their attention, hook their interest, build desire, then give them a clear action.
example (crypto wallet with account abstraction):
attention: “forget seed phrases. logging into crypto should be as easy as logging into gmail.”
interest: explain that your wallet uses social login + recovery options.
desire: show how this makes onboarding smoother for themselves, friends, family, and mainstream users.
action: “download now and set up in 60 seconds.”
AIDA works especially well for socials, ads, and product launches where you need to move people quickly from scroll → click → sign-up.
when to use them
these formulas aren’t one-size-fits-all. think of them as tools in a kit:
PAS - best for pain-point marketing. landing pages, threads, or ads where your audience already feels a struggle and you’re offering relief. differentiator: it leans on empathy. you show you understand their problem before selling anything.
AIDA - best for launches, new features, or educational content where you need to guide someone from “never heard of this” to “i want in.” differentiator: it’s a journey. you build curiosity step by step until they act.
you don’t have to be married to one formula (there are even more formulas out there). instead, use the one that fits the moment.
why this matters
in crypto, most marketing is noise. PAS and AIDA force you to focus on structure instead of random hype. structure makes ideas clear and clarity makes people act.
so the next time you write, don’t start with “what do i want to say?” start with:
am i solving a problem (PAS)?
or am i guiding them through a journey (AIDA)?
master those two, and you’ll instantly separate your writing from 90% of the space.