Master Class in Advanced Methods of the PASTOR Framework for Sales Copy

Introduction to the PASTOR Framework

• Presenter: Ray Edwards, creator of the PASTOR Copywriting Framework
• Purpose: To teach advanced methods of using PASTOR to write effective sales copy
• Audience: Normally for coaching program members or certified copywriters, but now shared publicly

Overview of PASTOR Framework

• P: Person, Problem, Pain

  • Identify the person you're writing to
  • Understand the problem they face and the pain associated with it

• A: Amplifying Pain and Aspirational Pain

  • Amplify the consequences of not solving the problem
  • Aspirational pain: what they wish to achieve with your product

• S: Story, Solution, System

  • Story of how you discovered the solution
  • System developed for others to use

• T: Transformation and Testimony

  • Showcase transformation and provide proof/testimonies

• O: Offer

  • Details on what is being sold, including cost and delivery

• R: Request a Response

  • Ask them to buy

Advanced Layer of PASTOR Framework

Focusing on the Person

• Compile demographic, psychographic, and personality profiles
• Write to a single person, not a group

Understanding the Problem and Pain

• Describe the problem and pain in detail
• Example: Challenges of getting fit after 50

Amplifying the Cost and Aspiration

• Illustrate the worsening of the problem if not solved
• Describe the aspirational state if the problem is solved

Importance of Story

• Share why you are credible and your personal journey
• Discuss discovery of the solution and system development

Transformation and Testimony

• Show transformations through stories and testimonials

Emphasizing Opportunity

• Highlight new opportunities post-problem resolution
• Focus on benefits rather than just costs or features

Presenting the Offer

• Focus on the benefits of the offer
• Address "questions" (objections) preemptively
• Use "if the only thing" strategy for price positioning

Reassurance and Risk Reversal

• Provide strong guarantees beyond basic money-back promises
• Reassure that risk is minimal for the buyer

Reviewing the Offer

• Recap the offer with focus on benefits
• Address why now is the time to decide

Encouraging Immediate Action

• Urge immediate decision due to time-bound offers or limited availability
• Highlight the risks of waiting

Conclusion

• Final request for action: ask them to buy now
• Encourage feedback on the framework’s effectiveness

Note: Additional deeper layers are available in further training programs.