If your copywriting doesn’t sell enough, it might be helpful to use the P.A.S.T.O.R. framework. When people can write effective sales copy, they can just about write your pay-check, too. It’s impossible to find a broke copywriter. Usually, these professionals create money with nothing,
However, copyrighting might fail a small business if it’s not using the universal principles in place. There are specific psychological triggers to help you sell better, which means there are universal principles to helping you write a persuasive sales copy.
With that, many people have special formulas they use, and they are relatively good. However, you should P.A.S.T.O.R. your customers to sell more.
While you might think of a preacher at church, that’s not far off for digital marketing and digital advertising. A pastor is there to care for, protect, and feed their flock. In a sense, digital marketing does the same with marketers doing what they can to offer the best results.
Religious overtones aside, you should adopt a caring, loving, and protective role when you write copy for yourself, your customers, and your prospects. Digital advertising revolves around it!
It’s important to note (and you probably guessed) that P.A.S.T.O.R. is an acronym:
P – Problem
A – Amplify
S – Story/Solution
T – Transformation/Testimony
O – Offer
R – Response
If you think of yourself as a shepherd to the readers and follow the formula above, you are sure to see more profits, sales, and happier customers. These people flock to you for your digital marketing prowess and tell others.
How Can I Use It in My Business?
Understanding what P.A.S.T.O.R. stands for is just the beginning. Now, you have to learn how to apply it to your copywriting business:
- Problem – Identify the problem you’re solving by describing it in detail. Use the reader’s language and explain it how they might.
- Amplify – Amplify the consequences they face when they don’t solve the problem. This is the key to making more sales but is often neglected. What motivates people to purchase your product or invest in your service? Ask your customers what it’s costing them if they don’t solve their problem.
- Story/Solution – Once you know the problem and amplify the consequences of it not getting solved, share a story about how you can help them fix the issue. This is always different based on various factors. Go into detail!
- Transformation/Testimony – When writing your copy, remember what you’re trying to sell. However, realise that people aren’t purchasing the item, they’re buying a transformation. For example, if someone buys a workout program, the DVDs and charts are the things. They’re actually buying the lean, healthy body they want. With that, testimony is key, where you offer real-life stories of others who have done what they want to do.
- Offer – Since the person visualises their transformation through stories and testimony, you can now describe what you’re putting up for sale. Lay out the offer and be direct with headings!
- Response – Most copywriting fails at the response phase. This is where you ask your customer to buy the item. Don’t be shy. Tell them what they’re getting, what to do, and remind them of their transformation goal.
Use this framework to write all of your sales copy. This approach for digital advertising works, and it’s a great tool to use!
Who Is Ray Edwards?
Ray Edwards is a communications strategist and copywriter known throughout the world. In fact, he has written for many powerful leadership and business voices, such as Mark Victor Hansen and Jack Canfield. He is a highly sought-after author and speaker, hosting weekly podcasts and writing helpful blogs on his site.
Why Is Copywriting Important?
Knowing how to create sales copy is just the start. You’re not likely to do it much if you don’t realise its importance in digital marketing and advertising.
Copywriting can drive up profitability to boost your ROI. With that, you can achieve your business goals because you’re convincing your target audience that your product/service can solve their needs and provide them value.
You also get unique insights into the frame of mind of your audience. You’re communicating with them through the copy and understand what they need and want.
If you have found that your small business isn’t successful, it might be poor copywriting. While there are many forms of digital advertising, you can’t forget about sales copy. Use the P.A.S.T.O.R. framework from Ray Edwards and transform your copywriting skills to the next level!