Want to sell products without sounding like a slimy car salesman?
Time to learn P.A.S.T.O.R.
I learned this in Ray Edward's book called "How to Write Copy That Sells", and now I'm going to teach you. This selling style helps a person make a decision that will benefit them.
đ„ P = Person, Problem, and Pain
You always want to start with a problem that a person has that's causing them pain. Describe the problem in a lot of detail and use words that the person would use.
đ„ A = Amplify and Aspirations
Once you identified someone's pain, you want to amplify that pain, talk about the consequences of not solving the problem, and refer to their aspirations for the future.
đ„ S = Story, Solution, and System
Now is the time to offer a solution for your person. This is where you solve their problem by telling stories. You can tell your own story of how you overcame the same problem, or tell someone else's story.
đ„ T = Transformation and Testimony
Important: People don't buy your product, they buy the transformation! A person doesn't buy a Peloton to have an indoor bike taking up space in their home. They buy it to fit into their skinny jeans. (Don't ask me how I know... đ)
Also, letâs mention testimonies. They are a major KEY in selling. Show how other people solved their problems with your product.
đ„ O = Offer
Most of your copy (80%) should focus on the transformation. But you do need to let people know what theyâre getting for their money. Thatâs where the offer comes in. Tell them exactly what youâre offering.
đ„ R = Response
Finally, tell the customer EXACTLY what you want them to do. Donât ask, tell them. (Believe it or not, people love being told what to do.) Be specific. âClick this button now, and weâll ship everything out to you right away.â
Want even more copywriting tips and tactics?
This was just a quick and dirty version of how to copywrite using P.A.S.T.O.R. If youâd like more details, pick up Ray Edwardâs book, âHow to Write Copy That Sellsâ.
You can also follow me on Twitter at @V2Christina as I dive even deeper into the captivating world of copywriting.