Why Your Copy Fails - P.A.S.T.O.R. Review
This week\u2019s podcast is a refresher on the core basics of writing persuasive copy (and everything is copy \u2014 it\u2019s not ONLY sales pages and emails).\xa0
If you can write effective sales copy, you can literally write your own paycheck.
There really should be\xa0no such thing as a \u201cbroke copywriter\u201d.
And there\xa0should\xa0be no such thing as a\xa0business owner\xa0or\xa0entrepreneur\xa0who is NOT a copywriter.
By definition,\xa0good copywriters can create money out of thin air. So this leads to a very important question: why does copy so often fail?
Fear not, Grasshopper. I have the answer\u2026
There are universal psychological triggers\xa0that help you sell more effectively. Certainly, there are universal principles to writing persuasive sales copy. After all, as John E. Kennedy taught us,\xa0copywriting is mere \u201csalesmanship in print\u201d.
You can hardly \u201cswing a cat\u201d these days without hitting a copywriter who has a \u201cformula\u201d for writing copy. Most of these formulas are actually quite good. BUT\u2026
The formula I'm going to share with you today is intentionally based on these\xa0universal principles\xa0(which many of the cocky young yellow belts in the copywriting dojo are not even aware of).
Thus \u2026 back to you\xa0\u201cPASTOR-ing\u201d your customers.
\u200bMost people associate the term \u201cpastor\u201d with the preacher at church. While this is certainly true in most cases, the\xa0original meaning of the word \u201cpastor\u201d was actually \u201cto shepherd\u201d.
And\xa0what does the shepherd do?\xa0He 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. That 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.
\u200bI am certainly not suggesting any religious overtones for your copy: what I am suggesting is that\xa0you adopt the same loving, caring, and protective role as you write copy\xa0for your prospects and customers.
\u200b
\u200bAnd, as you might've guessed, P.A.S.T.O.R. is also an acronym for pieces of your copy. Here is the explanation:
- \u200b\u200b\u200b"P" is for\xa0PROBLEM
- \u200b"A" is for\xa0AMPLIFY
- \u200b"S" is for\xa0STORY and SOLUTION
- \u200b"T" is for\xa0TRANSFORMATION and TESTIMONY
- \u200b"O" is for\xa0OFFER
- \u200b"R" is for\xa0RESPONSE
I\u2019ll promise you this: If you apply the\xa0mindset of being a shepherd\xa0to your readers, and you follow the sequence of the P.A.S.T.O.R formula, my prediction is\xa0you will experience more sales, more profits, and more happy customers\u2026 more often.
Links
- Read This Or Die\xa0- Click to check out my new book, Read This Or Die,\xa0where I show you the sales letter I wrote to myself (that saved my life.)\u200b
- Complete Transcript - Visit the show notes page for a complete transcript of this episode
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