The e hustle 54: You're agitated, and I like it.

Reading time, 2 mins.

You’re frustrated.
Your business isn’t growing like you thought it would.
You keep putting money in, but you’re not seeing it come back.
Profit? Marginal at best.
That beach house? Just a vision board.

You're watching the numbers tick up on Shopify, but your bank balance still feels like a slow bleed.
You’re doing “better,” but life’s getting worse. Not harder, worse.
More pressure. More debt. More doubt.

And that dream you had... the freedom, the lifestyle, the actual business?
It’s drifting.

But I’m here for you.

Because I know that feeling.
And I know how to fix it.
It starts with owning the problem and learning how to trade your way out of it.

See what I did there?

I PAS’d you.
And those three letters make me a lot of money.

Because PAS works.

It highlights a real problem.
It elicits an emotional response.
It positions your product as the way forward.

That’s PAS.
It’s not clever. It’s not cute.
It’s just the most effective way to get someone to care and then act.

But you're not doing it.

You’re trying to be liked by everyone.
You should be trying to piss some people off.

Everyone except your people.

When you speak to everyone, you speak to no one.
When you speak to your people, they move.

Let’s pick a fight.

I’m done watching founders build beautiful brands they can’t live off.
Done watching you blow cash on branding while sweating over rent.
Done watching you throw another product at the wall instead of fixing your offer.
Done watching you chase followers while your margins are on fire.

This isn’t branding.
It’s delusion.

You want traction?
Start agitating.

Start here:

Problem: Make them aware of the problem that your product solves, in a clever way that gets cut through.
Agitate: Get them feeling something. They must feel it under their skin.
Solution: Introducing your product, here to save the day!

Real examples:

You sell leggings?

Don’t say: Made with buttery-soft fabric and squat-proof design.

Say:
P: Your leggings roll down every time you move.
A: You’re yanking them up in the middle of workouts, hoping no one’s watching.
S: These stay up. All day. Even on leg day.

You sell skincare?

Don’t say: Packed with clean, natural ingredients.

Say:
P: You’ve tried five different products and your skin still reacts.
A: You’re embarrassed at work, caking on makeup, dodging mirrors.
S: This one calms, heals, and rebuilds. No stinging, no guessing.

You sell supplements?

Don’t say: Clinically backed for optimal results.

Say:
P: You feel tired every morning, even after 8 hours of sleep.
A: You’re dragging through the day, reaching for caffeine at 3pm.
S: Our formula restores real energy from the inside out.

You sell sleepwear?

Don’t say: Ultra-soft bamboo fabric.

Say:
P: You wake up drenched in sweat at 2AM.
A: You kick off the covers, can’t get back to sleep, and start the day already exhausted.
S: These regulate your temperature so you sleep deep and wake up human.

That’s PAS.
It’s specific.
It’s emotional.
It converts.

And if it offends someone? Good.
They weren’t your people anyway.

If your marketing and communication isn’t getting cut through,
you’re just a slave to how many people you can reach,
with an average message and an above average ad spend.

You are the definition of clutter.

CUT THROUGH.
AGITATE.
SOLVE.

We need to become better communicators.

Problem solvers. Not spenders.

Marketing used to be clever.
We had to think. We had to be convincing.

Think of the ads you watched as a kid.
They’re memorable because they were smart, not because they were everywhere.
Frequency was never the issue.
And it still isn’t.

You’re agitated.
Good.
Now do something with it.

Until next week,

Paul

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