Published: July 9, 2014, 11 a.m.

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One of the most important skills you can develop is the skill of writing persuasive copy. Copy that sells products and services.

There is a formula for writing such copy, and in today\'s episode, I will share it. You can start using it today..

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Tip Of The Week\\xa0

Split-test your life. In direct response marketing, we \\xa0test different elements of our marketing, honing on on the most effective variation. This process allows you to be constantly improve the outcomes you are achieving. It occurred to me that I could do the same in my personal life. Here are some routines and habits I am split testing in my own life:

• Doing my quiet time/\\u201dhour of power\\u201d each morning first vs. doing my most important work task first each morning.
• Exercising in the early morning hours vs. exercising in the afternoons.
• Recording my podcasts weekly vs. recording them 6 weeks in advance
• Caffeine intake vs. no caffeine intake.
• Naps each day vs. no \\xa0naps each day.

The possibilities are endless. What can you split test in your personal life?

Spiritual Foundations

If you are feeling overwhelmed, stressed, overworked, and anxious \\u2013 there is rest and peace for you. The Lord wants you to enter into His rest. Now, in the Kingom, everything is upside down. He who wants to be lifted up must bow down, those who want to rule must serve. and those would wish to be first must be last.

To achieve God\'s rest does not mean that we are inactive. It means we understand that while we may labor with\\xa0God, the outcome is up to Him, not to us.

It is in vain that you rise up early
\\xa0\\xa0\\xa0\\xa0and go late to rest,
eating the bread of anxious\\xa0toil;
\\xa0\\xa0\\xa0\\xa0for he gives to his\\xa0beloved\\xa0sleep.

Psalm 127:2

So go ahead, and do what needs to be done \\u2013 but rest. And when you have done all you can do, then stand. Leave the outcome to God.

Feature Segment:\\xa0How to Write Web Copy That Sells

Here is the formula for writing web copy that sells your products and services.

• First: why it\'s necessary.
• People don\'t take any action initially.
• They don\'t know you, like you, or trust you.

Copy fills in the gap.

Why it\'s so long.

We need to answer all the objections ahead of time.

Better for us to raise and answer all the questions first.

It\'s time for a new paradigm.

To Sell More, P.A.S.T.O.R. Your Customers

A Five-Part Framework For Better Sales Copy

If you want to sell more of your products and services, or even simply sell more people on your ideas, you must learn the basics of the art of copywriting. But what is copywriting, really? One of my favorite definitions was given by a man named John E. Kennedy, back in 1904. Kennedy defined advertising (and copywriting) as: \\u201csalesmanship in print.\\u201d

If you can write effective sales copy, you can literally write your own paycheck. There really should be no such thing as a \\u201cbroke copywriter\\u201d. By definition, good copywriters can create money out of thin air. So why does copy so often fail?

Copywriting Fails When You Ignore Universal Principles

There are universal psychological triggers that help you sell more effectively. The problem is, the field of copywriting is strewn with misleading, manipulative, and even in some cases malicious techniques.

You can hardly \\u201cswing a cat\\u201d without hitting a copywriter who has a \\u201cformula\\u201d for writing copy. Most of these formulas are actually quite good.\\xa0 Many however, are based on tricks of manipulation and psychology that are more than a bit morally wonky.

The framework I\\u2019m going to share with you today, though, is intentionally based on universal principles that are focused on doing good, and helping people make decisions that are in their own best interest.

To Sell More, P.A.S.T.O.R. Your Customers

Most people associate the term \\u201cpastor\\u201d with the preacher at church. While this is certainly true in most cases, the original meaning of the word \\u201cpastor\\u201d was actually \\u201cto shepherd\\u201d. And what does the shepherd do? He or she cares for, feeds, and protects the flock.

Now, before we go any further, I should address the habit that some marketers have of referring to their customers as their \\u201cherd\\u201d. It seems to paint an unflattering picture. This kind of imagery is not what I am invoking here. The actual role of a shepherd is a loving, caring, and protective one. In fact, Jesus, who called himself the \\u201cgood Shepherd\\u201d, actually laid down his life for his flock.

I am not suggesting any religious overtones for your copy: what I am suggesting is that you adopt the same loving, caring, and protective role as you write copy for your prospects and customers.

And, as you might\\u2019ve guessed, P.A.S.T.O.R. is also an acronym for the major sections of your copy. Here is the explanation:

\\u201cP\\u201d is for PROBLEM

You must begin by identifying\\xa0 the problem that you are solving. The simplest, most effective way to do this is to describe the problem in great detail. It\\u2019s a psychological principle: the more accurately you can describe your reader\\u2019s problem in terms they relate to, the more they instinctively feel that you must have an answer to that problem. Use the reader\\u2019s own language, the very words and phrases they use to describe the problem they want to solve.

For instance, if you are writing about fitness and weight loss, you might begin by describing their current situation this way: \\u201cYou\'ve tried every fad diet that\\u2019s come along. You\\u2019ve started and stopped a dozen different exercise programs, perhaps joined several different gyms, but the truth is you just can\\u2019t seem to take the weight off (or keep it off.) Perhaps you\\u2019re even feeling a little disgusted with yourself and your inability to control your eating and your weight. You feel like no matter what you try, it\\u2019s not going to work.\\u201d

Remember, you\\u2019re not judging their behavior, rather you are describing their experience as it currently is. This means you have to understand their experience as it currently is. You have to know your audience and what they are thinking. As the great copywriting legend Robert Collier said, you have to \\u201cjoin the conversation that is already taking place in the reader\\u2019s mind.\\u201d

\\u201cA\\u201d is for AMPLIFY

The next step is to amplify the consequences of not solving the problem. This is really the key to making sales, and it is probably the most neglected step in the process. What will motivate people to buy your product, invest in your service, or accept your idea is usually not the beautiful outcome framed in a positive light. It is rather, realizing the cost of not attaining that outcome. In other words: what is it costing them to not solve this problem?

When I\\u2019m writing copy about a business improvement program, for instance, I may have the reader walk through a simple exercise like this:\\xa0

\\u201cWrite down your average monthly income over the last 12 months. Then write down what you want your average monthly income to be. Let\\u2019s say that your average income is $5000 per month, and your goal is actually to make $15,000 per month in your business. That means the \\u201cgap\\u201d between where you are and where you want to be is $10,000 per month. You\\u2019re paying a cost of $10,000 every month you don\\u2019t solve this problem.\\u201d

\\u201cS\\u201d is for STORY and SOLUTION

\\xa0Once you have described the problem, and amplified the consequences of not solving it, it\\u2019s time to share the story of how the problem can be solved. This will be different depending on your situation. It might be the story of how you yourself finally solved this persistent problem.

It might be the story of how you helped a client or customer discover the solution on their own.

It does need to be more than simply a description of what the solution is: telling the story of Bob, the frustrated business owner who was on the edge of bankruptcy, whose family had lost faith in him, and who, out of desperation tried one last idea that saved his business\\u2026 is infinitely more powerful than simply saying, \\u201cOne day, Bob figured out the answer.\\u201d

It should go without saying, but I will say it just in case: the story must absolutely be true. Don\\u2019t make these things up. And if you\\u2019re thinking, \\u201cBut what if there is no story?\\u201d I would suggest you just haven\\u2019t looked closely enough. There is always a story to tell.

\\u201cT\\u201d is for TRANSFORMATION and TESTIMONY

The next key step in writing your copy is to remember that whatever you\\u2019re selling, whether it\\u2019s a home study program, a book, a seminar, your consulting services\\u2026 anything at all\\u2026 what people are buying is not the \\u201cstuff\\u201d, it\\u2019s the transformation.

When people buy the P90X workout program, they did not wake up one morning and say to themselves, \\u201cI sure hope today somebody tries to sell me a bunch of DVDs and a wall chart.\\u201d\\xa0

Those things (the DVD\\u2019s, charts, etc) are the \\u201cstuff\\u201d.

What buyers of P90X are actually purchasing is that lean, healthy, youthful physique they want for themselves. The transformation.

It\\u2019s also important that you offer testimony, real-life stories of people who have made the transformation that you are teaching, and who have done so successfully. Study the most successful infomercials, and you\'ll discover that they consist of about 70% testimonials.

And while most of us will not be writing infomercials, it\\u2019s important to remember there are three questions people are asking when you sell them coaching, consulting, or instruction about anything. The questions are:

Has this person been able to do what they are describing for themselves?

Has this person been able to teach other people to achieve the results they are describing?

Will this person be able to teach me how to achieve these results?

\\u201cO\\u201d is for OFFER

So far, you have defined the problem, clarified the cost of not solving it, told the story of the solution, and helped your reader visualize the transformation through testimonials from others just like themselves. Now is the time to describe exactly what you are offering for sale.

This is the section of your copy where you lay out your offer. You can even create a subheading for the section called something clever like, \\u201cHere\\u2019s Exactly What You Get\\u201d.

Make certain that you focus 80% of your copy on the transformation itself. You do have to talk about the deliverables (the class schedule, the DVDs, etc.), but that should only occupy about 20% of your copy in this section. Just remember that as you describe the deliverables in the offer section, you must keep tying them back to the transformation and benefits your buyers will receive.\\xa0

So instead of simply writing that the buyer will receive \\u201c8 DVDs, each containing a 45 minute workout session\\u201d, you might instead write that they will receive \\u201c8 DVDs that each contain a body-sculpting, fat-burning transformational work out that will help you craft the lean muscle you really want.\\u201d

\\u201cR\\u201d is for RESPONSE

This is one of the areas where copy tends to often be the weakest: the response request. We are asking the customer to buy. At this point, you should not be shy about making this request. You should tell the customer exactly what to do in order to get your program, your consulting, your book, etc. You should remind them why it\\u2019s important o do so.

I often write copy similar to this: \\u201cYou\'re at the point of decision. You can either continue down the path of least resistance, the path you have already been traveling, or you can choose the road less traveled. The path of least resistance will probably result in you getting the same outcomes you\\u2019ve always received. But if you want something different to happen, if you want to change the direction of your health (or your relationships, or your finances, etc.) you\\u2019re going to have to do something different. Make a new choice, and pursue your new outcome.\\u201d

And then I will write very specific, directive copy telling them exactly what to do next: \\u201cClick the button below, fill out the order form, and we will immediately ship your entire package to you. It will contain everything you need to get started.\\u201d

Some people shy away from strong language like this, but the fact is, if you truly believe that you have a solution that will solve a problem for people, why on earth would you not be as direct as possible in telling them how to get that solution? In fact, aren\\u2019t you doing them a disservice by not making the strongest case possible?

My suggestion is that you use this framework to write or rewrite your sales copy. The key to making this approach to writing sales copy successful is the having the mindset of being a \\u201cpastor\\u201d.

If you apply the principles of being a shepherd to your readers, and you follow the sequence of the P.A.S.T.O.R formula, my prediction is you will experience more sales, more profits, and more happy customers\\u2026 more often.\\xa0

What To Do Now

Steps you can take to put this week\'s episode content to work for you:

1. Split-test elements of your daily life and habits.
2. Sign up for the free webinar training on how to write a book in 30 days or less.
3. Run your sales copy through the P.A.S.T.O.R. framework.

Get The Transcript

Click here to get the transcript.\\xa0Transcripts provided by SuccessTranscripts \\u2013 a great solution if you need your podcast, sermon, speech, or other audio transcribed.

Question: What one action will you take from today\'s podcast that will move you toward the success you seek?\\xa0Click here to leave your comments.

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