OK — you are really busy. I get that. You need great sales copy. A simple copywriting formula. I get that too. It will take you about 7 minutes to read this article. Once you read it and apply the simple principles here, you will have the power to write amazing sales copy.
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You Need A Simple Copywriting Formula
When things are hard, it’s natural to look for a formula. When it comes to copywriting, the best copywriting formula is Ray Edward’s PASTOR Method. This is the formula that Ray Teaches in his famous Copywriting Academy course (I am a graduate), and is an excellent framework for writing great copy. Being a better copywriter will make you a better marketer and improve your communication skills overall.
In this short article, I'm going to teach you the six elements of the PASTOR method and discuss how to implement them in your copy. I'll also discuss the importance of storytelling in your copy. Following this simple copywriting formula, even just a little bit, will help you make more sales.
But First, What's Your Story?? (Hint: You Need One).
There is tremendous value in storytelling in copywriting. Storytelling is a considerably more effective approach than directly asking for a sale. No matter what sort of persuasive communication you are doing, storytelling is one of the most powerful techniques you can use to convince people to engage in calls-to-action.
This is not a new thing in marketing. It has been used in the most amazingly effective ways for longer than you can possibly imagine. Whatever you are trying to accomplish, storytelling can help you inspire and motivate others. Storytelling also helps build brand loyalty and company culture.
If you need convince anyone of anything, storytelling can help you. The evidence is compelling. In fact, Ray Edwards wrote a free e-book about a $2 billion sales letter. This e-book explains how to use storytelling when you are writing copy (and it's free).
Think you are too shy for storytelling? Think again. Even introverted and shy people can be good storytellers. How do you become a better storyteller? First, stop saying that you can't do it. Go ahead and decide that you can tell stories. Start by telling your friends something interesting that happened to you last week.
Storytelling Tips For Copywriters
*Relate the story to your business proposition
Tell the story and switch topically naturally into whatever it is you want to talk about.
*Close your eyes and pretend you're in a coffee shop with a friend.
Write the story down as if you were talking to your friend.
Storytelling is a genre and storytellers can spend their whole career honing their craft. The bottom line is that practice makes perfect. Tell stories to anyone that will listen. Ask your friends and family for 5 minutes to tell them a story. Practicing will help you overcome any fear of not being able to tell interesting stories.
The Best Simple Copywriting Formula (ever, bar none)
This is simply the best formula for writing effective and persuasive communication that I have seen. It is called The PASTOR Method and was developed by Ray Edwards and does not require any religion at all. Ray has been privileged to help others sell over $200 million in products and services for clients like Tony Robbins, Jack Canfield, Jeff Walker, Stu McLaren, Frank Kern, Mark Victor Hansen, Ken Davis, and many more. Now, Ray brings what he has learned and practiced for decades to market with his Copywriting Academy course.
At the heart of that course and all those sales is The PASTOR Method. PASTOR is an acronym that talks about the six different components needed to successfully write effective copy that converts. Even if you aren't a copywriter, the PASTOR method will teach you the components of motivational speech that you can easily apply to your own sales material.
Problem – Clearly Identify The Problem To Solve.
Be sure to call out the specific problems your target audience has. What problem(s) are they trying to solve? Be as specific and articulate as possible. Call the problem out in your copy. Knowing their pain points allows you to identify with the prospect on an emotional level. It will make them feel that you really understand what they are going through which increases brand loyalty. Pretend you are talking to their about their problem and drill down on how you can help them.
Amplify – Call Attention To The Problem and The Pain
Take the prospects' problem and amplify the pain they are feeling around it. Make sure they are aware that you know the consequences of their problem. Focus on their pain point so you can connect with them on an emotional level. Make sure that you are all on the same page about why this is a big issue.
It is perfectly ethical to connect to what customers care about. The idea is to help the prospect by motivating them to make purchases that will help them achieve their goals. Explain that you understand their situation and offer them a valuable solution with your products and services. Leave your limiting beliefs at the door!
Solution – Identify How To Stop The Pain
Offering a solution to the problem is a great opportunity to tell a story about how this solution is effective. Phil Nicholson solved his golf swing problem by telling people his solution story.
Make The Transformation Real – What benefits can customers expect from purchasing your product and service? Overload customers with testimonies about the transformation brought about by your solution. Let them see the people who are just like them. For example, Jane Doe used our service and went from living on food stamps to owning a home within 2 years!
Offer – Make A Win Win Offer To Deliver The Solution
Start making win-win offers using the transformation benefits as leverage. Do not offer them the product or service. Offer them the solution they are going to get from making the purchase. Don’t simply list product features. Instead, highlight the benefits of the product or service. Always make honest offers — don’t oversell. Resist the temptation to make claims that aren’t true.
Operate under the assumption that your product is so great that everyone wants to buy. Explain to them that once they make the purchase, their problem will be solved. You can create urgency by saying something like, “You may think that this program would cost thousands. But today, we are offering it for half off.”)
Response – Insist On A Response To The Offer
The R is to remind you that you have to ask for the sale and be confident. Ask the customer to respond to the offer by focusing on closing the sale. (Ex. How many dozens would you like?) Make sure that you are all on the same page about why this is a big issue. If you do not ask for the sale, you will not make any. Assume that the customer is going to buy and just give them the instructions on how to.
This Simple Copywriting Formula really is simple
Add in a Story to your sales copy and address the elements of the PASTOR formula, and you will be will on your way to copy greatness.
I hope this has been helpful to you.
Of course, as you might imagine, there is always more to learn. Ray is a master copywriting teacher and his Copywriting Academy can really take your skills to the next level. Check out Ray's master course on copywriting if you want to get to the next level.