Most people overcomplicate writing.

They write without a plan, ignore basic principles, and struggle to improve.

Dan Koe simplifies this process with two proven writing frameworks: PAS and PASTOR.

The PASTOR framework is a persuasive copywriting tool perfect for long-form content like:

• Newsletters

• Book chapters

• Landing pages

• Long video scripts

This writing framework has six key components:

1. Problem: State the issues.

Capture attention with a bullet-point list of problems.

Dan uses this approach in over 80% of his newsletters and landing pages.

Example: You want to learn new skills, but distractions, self-doubt, and limited time leave you feeling overwhelmed and stuck every time you try.

2. Amplify: Magnify the pain.

Show the consequences of not solving the problem.

Ask, “Why should I care?” to dig deeper into the impact.

Example: This struggle leaves you frustrated, doubting your abilities, and falling behind in personal growth.

3. Solution: Share a story.

Tell a story—whether it’s yours, a client’s, or from your research.

The goal is to inspire belief that change is possible and present the solution as the desired outcome.

Example: Dan faced the same challenge until he discovered the secret to mastering any skill: learning how to learn effectively.

4. Testimony: Provide proof.

People need proof that transformation is possible before they take action.

Highlight relatable examples of success using your solution.

Example: Since applying these techniques, Dan has learned three new skills in just six months.

5. Offer: Detail the benefits.

In a newsletter, your offer is the solution—share lessons, action steps, or key points.

On a landing page, outline the benefits and features of the product or service, emphasizing the benefits of the transformation.

Example: Unlock these proven methods today with our 'Learning How to Learn' course, designed to help you master any skill with confidence.

6. Response: Call to action.

In newsletters, articles, or long-form videos, guide people to the next step—whether it's a product or another piece of content.

On a landing page, remind them of the problem, the solution, and how they can purchase.

Example: Never doubt your ability to learn again—start your journey to mastering new skills now (link in video description).

“Use this framework for newsletters people can’t stop highlighting and landing pages people can’t help but buy from.” — Dan Koe