Copywriters use the PASTOR formula to write persuasive and compelling sales copy. If you follow this formula, you’ll be able to write copy that speaks to your readers and gets them to act.
The legendary Ray Edwards invented the PASTOR framework.
Ray Edwards is a copywriter and communications strategist. He wrote for some of the most influential people in leadership and business. Launch author Jeff Walker and New York Times best-selling authors Tony Robbins, Jack Canfield, and Mark Victor Hansen are some of them.
This is why PASTOR copywriting is one of the best copywriting formulas and the least known. It is a very useful tool for copywriters who want to write exciting and compelling content.
When writing copy, it’s important to include certain key elements, such as
a clear benefit,
emotionally-charged words,
an urgent call-to-action, and
a specific offer.
In a few short sentences, explain how your audience will feel if they don’t find a solution to their problem.
Focus on the loss and pain they will experience in the future for not taking action now.
Here is an example of the letter. It talks about the magazine that over two million Americans regularly read. They use it for help and advice that they often cannot find from any other source — sometimes doctors included. So if they don’t subscribe, they will never know about everyday threats and dangers to their health.
The PASTOR formula: A – Amplify
In a few short sentences, explain how your audience will feel if they don’t find a solution to their problem. Focus on the loss and pain they will experience in the future for not taking action now.
Here is an example of the letter. It talks about the magazine that over two million Americans regularly read. They use it for help and advice that they often cannot find from any other source — sometimes doctors included. So if they don’t subscribe, they will never know about everyday threats and dangers to their health.
The PASTOR formula: S – Story or Solution
After you’ve described the problem and told them the consequences of not taking action now, it is time to show how your product or service can solve it.
Here is an example of the letter
The PASTOR formula: T – Testimony and Transformation
Ask satisfied customers for testimonials if you’ve done business with them.
Sincere endorsements have a profound motivating effect on readers.
You can put them in your copy, ad, or website. ( You can see how Gordon Grigg, a business coach from Nashville, put this video testimonial on his website)
Here is an example of the letter of testimony in the letter
In the sales letter, the writer explained transformation as follows:
The PASTOR formula: O – Offer
Describe the solution you are proposing to address the issue faced by your audience. When describing what you’re offering, pay more attention to your product’s advantages.
Don’t focus on or explain the features.
Don’t claim that your product can travel 12 miles on each liter of gas purchased.
Instead, add, “If you purchase my product, you will save $XXX annually.”
The PASTOR formula: R – Response
You should ask your reader to purchase your product at the bottom of your copy. Remember that your CTA needs to be beautiful, clear, and brief.
Use actionable language and phrases that encourage readers to take immediate action. Some words to consider are “buy now,” “start today,” or “discover how.” These short phrases will help move your readers forward and show them how important it is to act on your offer.
Here is an example of a beautiful, clear, and brief CTA
Example of using the PASTOR formula in practice
Here’s an example of using the PASTOR formula to write persuasive copy for a fictional app called “MindEase.”
P – Person, Problem, and Pain: Meet Sarah, a young professional who has always struggled with anxiety. Even though she tries her best to handle it, she often feels overwhelmed and stressed on a daily basis.
A – Amplify: Sarah’s anxiety affects her work life and relationships with friends and family. She feels like she’s stuck in a cycle of worry and can’t find a way out.
S – Story or Solution: One day, Sarah discovered a new app called “MindEase” that uses a combination of meditation, mindfulness, and cognitive-behavioral therapy to help manage anxiety. She started using the app daily, and she started to feel and think differently over time.
T – Testimony and Transformation: Sarah’s friends and family soon noticed a positive change in her. She was more confident, relaxed, and happier. She felt like she had finally found a solution to her anxiety that worked.
O – Offer: MindEase is available for download now, and it’s free to try for seven days. Take the first step towards managing your anxiety, just like Sarah did, and start feeling the benefits of mindfulness and meditation.
R – Response: Don’t let anxiety control your life any longer. Download MindEase today and start your journey towards a happier and more relaxed you.
Using Ray Edwards’s PASTOR framework, this story does a great job of explaining the problem, giving a solution, and giving a clear reason to act.
Conclusion
The PASTOR copywriting formula is effective.
Ray Edwards is a master copywriter. Take some of his ideas. Use Ray Edwards’s PASTOR framework in your copy.
Why do you think this PASTOR copywriting formula is effective?
In today’s busy digital world, where attention spans are dwindling, copywriting needs to be sharp, engaging, and persuasive. It needs to sell an idea, a product, a belief. It’s almost like preaching, delivering a powerful sermon that grips your audience, and leaves them wanting more. The PASTOR copywriting formula can help you do exactly that.
By adopting this method, you can master the principles of convincing communication, akin to the skills a seasoned preacher uses to captivate their congregation. With the PASTOR framework, you build a compelling narrative around the universal principles of understanding pain, providing a solution, and compelling action. You don’t just inform or advertise; you tell a story. A story that resonates, that motivates, that sells.
And remember, copywriting, like any other skill, improves with practice. You might be a beginner now, but with consistent use of the PASTOR method, and maybe even a comprehensive copywriting for beginners course, you’ll see your writing skills grow exponentially. You’ll learn how to weave words together in a way that convinces your reader to act.
So, whether you’re launching a new product, starting a podcast, or leading a lead gen agency, the PASTOR framework is a valuable tool to have in your copywriting arsenal. It can help you sell your ideas, your products, and your services more effectively. It’s the secret ingredient to create compelling copy that converts.
And that’s what I do as a Lead Generation Marketing Agency – I use powerful copywriting strategies like the PASTOR formula to help businesses grow their customer base and increase their revenues. If you’re ready to take your business to the next level, get in touch. Let’s work together to create compelling, persuasive copy that drives results. Contact me today to get started. Your journey towards powerful, effective copywriting starts here.
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