Have You Heard of PASTOR Copywriting Formula Before?
Well, talking of copywriting formulas … how can one forget the PASTOR copywriting formula by Ray Edwards? If you are an entrepreneur and looking for a great copywriting formula to crank out a high-converting sales copy fast, you can try it.
Though I am a fan of the PAS copywriting formula and the AIDA copywriting formula, I regularly resort to this one in my long-form copies from time to time.
Here’s the skinny on this:
First things first, every copy needs to have a THESIS―or in other words, what you are selling and how it can benefit your customer. If you ask me, every thesis statement follows along these lines: Any [YOUR AUDIENCE] can [SOLVE THEIR PROBLEM] by using [YOUR PRODUCT], because [HOW IT SOLVES THE PROBLEM].
For example, “any baby boomer can build a business from home by using Knowledge Blueprint because it shows you how to turn everyday knowledge into profits.” You get the picture.
Short and simple. Some call it the Big Idea, some call it the “theme”, and some don’t call it anything and just go on to spin out super-creative copies, some of the best the world has ever seen.
“I have a conviction that no sermon is ready for preaching, not ready for writing out until we can express its theme in a short, pregnant sentence as clear as a crystal. I find the getting of that sentence is the hardest, the most exacting, and the most fruitful labor in my study.” — J.H. Jowett Yale Lectures on Preaching
Well, the word P.A.S.T.O.R. does bring religious sentiments. And it should. Ray explains the word “pastor” actually meant “to shepherd”. Not implying that your customers are a flock of sheep but rather that you should lovingly care and guide them toward a solution.
The PASTOR copywriting formula goes like this:
- “P” is for Person, Problem and Pain.
- “A” is for Amplification and Aspirations.
- “S” is for Story, Solution and System.
- “T” is for Transformation and Testimony.
- “O” is for Offer.
- “R” is for Response.
Here it is in details.
“P” is for Person, Problem and Pain. You must begin by identifying the person you are trying to reach with your message, understanding the problem that you are solving for them, and the pain that problem causes.
Always start by explaining the problem in great detail.
“A” is for Amplication and Aspirations. The next step is to amplify the consequences of not solving the problem, and the aspirations they hold for the future.
Before painting the picture of the “paradise” they seek, you must get them to fully experience the consequence of not solving the problem.
“S” is for Story, Solution and System. Once you have described the problem, amplified the consequences of not solving it, and painted the picture of paradise, it’s time to share the story of how the problem can be solved.
It might be your story or the story of your customer as long as it shows the journey of a “hero”.
“T” is for Transformation and Testimony. Remember that whatever you’re selling, whether it’s a home study program, a book, a seminar, your consulting services — anything at all — what people are buying is not the “stuff,” it’s the transformation. People buy transformation, not means.
Study the best informercials and you will find around 70 percent of it contains testimonials. Can your product really make it happen? That’s the question.
“O” is for Offer. 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, “Here’s Exactly What You Get.”
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. And keep tying it back to transformation and benefits.
“R” 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’s important to do so.
That’s pretty much it. I find the PASTOR copywriting formula―which is similar to many other copywriting formulas―pretty straightforward and simple.