this is a short master class in the advanced methods of using the pastor framework to write sales copy that actually sells whatever you're selling I'm Ray Edwards the creator of the pasture copyrighting framework the author of how to write copy that sells available now wherever books are sold let's go through the pastor framework I've talked about this many times never in this much detail publicly normally this is reserved people who are in my coaching program or who are certified copywriters those are my Advanced students I'm going to share with you what I've shared with them because so many are asking is the pastor framework enough oh it is enough it's more than you think the basic iteration of Pastor is one you've heard many times from either me or people who are teaching my system and that's fine I'm happy if people want to share my outline for how to write sales copy I love it if you give me credit crit I think that's a nice thing to do but I'm not going to chase you down in the dark corners of the internet let's get advaned with Pastor the basic iteration is P is for person problem and pain the person you're writing to the problem you're helping them solve and the pain they associate to that problem A is for amplifying the pain what you're really doing is amplifying the consequences of not solving the problem and then the flip side of a is aspirational pain what do people wish they had that they don't have now but using your product your service or your ideas will allow them to get the thing they want that's aspirational pain the S is for story solution and system so it's the story of how you came to have the answer to their problem the solution that you came up with and the system you developed so that other people can use the solution themselves that's really important we'll get into that more in just a moment T is for transformation and testimony how are people transformed and can you show me some proof people who've used your stuff to get the result you help other people get can you show me proof that's testimony oh is your offer what are you selling them how much does it cost how does it work that's the offer there's more to it than that but for now that'll do and then the r is to request a response ask them to buy that's the basics of the pastor framework now I'm about to show you the advanced version and even this only goes another layer deeper there's several more deeper layers of this onion but this will take you a long way use this in your next sales copy and let me know here how it works for you because I know it's going to work exceedingly well start from the top we start out the same the person is number one you want to compile as much information as much of a demographic psychographic personality profile of your right fit clients that's your person that you're writing to remember we're always writing to one person just like I'm talking to one person right now I'm talking to you I'm not talking to all you guys out there all you ladies out there all you people everywhere I'm talking to you that's how your copy should read and how you should write it writing to a person they have a problem you want to take the time in your copy to describe the problem in detail and that means getting to know the person and the problem much better than you do now I don't care how good you think you are you can do better know the person and the problem better than you do now then you want to describe the pain they're experiencing because of this problem so if you're helping people get fit after 50 we can posit some of the problem and pain as they perceive it I don't respond to exercise like I used to when I was 20 it's harder for me to make muscle gains than when I was younger it's easier for me to get injured I don't recover as quickly from injuries I have trouble sticking to my diet more I tend to be more sedentary I have more responsibility than I had back then in my Glory Days you can guess at a lot of these pains they're feeling I feel embarrassed about how my health has deteriorated I feel older than I really look these are paying points you want to bring up for your person to whom you're writing and you want to do better than I've done right now you want to get deeper into the psychology of the pain your right fi customer is experiencing I say right fit Customer because not every customer is right for you some customers are a problem you don't want those customers that's my theory I don't need more problems now we move on to amplifying the cost of not solving the problem what's going to happen if I don't solve the problem what will that look like in one year 3 years 5 years down the road what will the problem look like it gets worse and worse if I do nothing about it as more time goes by if I keep doing what I have been doing it gets worse it deteriorates you want to show them that and then you want to show them what's possible that's the aspiration number five on our list the aspirational pain what do they wish was true about their life that isn't right now but could be if they solve this problem with your help show them that picture number six you need to tell them the story of why they should listen to what you have to say I've Not shared this very often but sometimes when I'm teaching this part of the formula I do go over this this is super important they need to know why they should listen to you now you don't want to do one of these long bloviated self-aggrandizing three-page wonders about what a superstar you are you are a superstar you're a genius in fact however you don't want to come off as being braggy about it what you do want them to know is why are you a credible source of information and help when it comes to this problem so you need to share that story why should you listen to me next you want to describe your struggle how did you face this problem how did you feel what were challenges you ran into what were problems that you developed because of the main problem how did it hurt how did you feel in your darkest moments and then how did you discover the solution maybe it was a visit to your doctor maybe it was a series of experiments maybe it was trial and error tell the story of how you found the solution and then once you knew you had the solution how you were able to put it together into a system that other people can use that's how this pastor copywriting framework came to be I'm walking you through that story right now number 10 is the transformation you need to take the time in your copy to show the transformation that happened not only for you but for other people as well as you began to share your method your product your service you began to see results you want to share some of those stories even better if you can get the people themselves to testify to the truth of what you're saying that's the testimony part of the formula that's number 11 number 12 on our list is now you want to talk about the opportunity this can be multi-layered it can can be the opportunity that is available to you if you solve the problem now it opens up new doors in your life you can explore with more Fitness with more Financial Security with more business success whatever it is you help people get show them the opportunity that's available to them we don't want to be focused in our sales copy on things like the cost of our program or the cost of the time it takes to get things done using our system we want to focus on the possibilities because people will do more to attain a possible better future than they will if you let them dwell on the difficult parts of the present now that you've painted the picture of possibility by talking about the opportunity you want to show them your offer this is where people mess up a lot because they want to describe the deliverables the number of hours of video the number of workbook pages the number of days you have to spend doing this thing whatever the thing is you teach no yes you want to tell them what that stuff is how much does it cost how's it delivered how long will it take me to get through it but you want to focus more on the benefits of doing all this you don't just want to say we have six modules in our training program you want to say in week one you're going to discover the hidden assets inside your business you can use to create a cash windfall almost effortlessly now that could be me describing referral marketing could be contacting previous customers with a special special deal for them only could be lots of things but the way I described it was all about the benefit you get from week number one or module number one or whatever it is chapter number one without telling them what the actual contents are but you want to spend most of your time even in the offer section of your copy explaining and exploring the benefits of your stuff this is the right place for you to Now bring up objections to making a purchase or investment with with you only we don't call them objections we call them questions I often use transitional copy like this I'll say if you and I were in person discussing this decision you'd probably have a lot of questions for me but since we're not together I thought I would answer the questions I hear most frequently about this opportunity here's the biggest question I get and probably the most difficult one so let's start with that one and then I answer all the known objections to buying or investing in our programs or products or services and I start with the most difficult question or objection and work my way down the list number 15 and this is all still operating from the pastor framework look at the first letter of each of these words you'll see that it follows the pastor formula to the T in this order so this is the only I'm sure you've heard this copy before if the only thing taking let's say my copyrighting course for instance if the only thing it did for you was to get more people to sign up for your emails because they enjoy reading what you write it would be worth the investment in the entire program if the only thing it did was to increase your conversion rate so that for every hundred people who come to your website now and two of them buy if the only thing they did was make six of them buy that would be well worth the investment in the whole program if the only thing getting my copywriting training did for you was to create a bigger profit margin because you're selling more of the same stuff to the same people it would be totally worth the investment in the entire program but my program doesn't do just any one of those things it does them all that's a powerful price positioning move you should make when you write your copy number 16 on our list is reassurance and risk reversal this is the guarantee or it's the place where you're going to reassure people that you're taking the risk and they're not and you have to go deeper than just saying there's a 30-day money back guarantee you do need to say that but you need to say more you to give them more reasons to know they're not taking any risk At All by Trying Your solution in fact some good language to use here is I'm not even asking you to say yes I'm just asking you to say maybe next you want to review the offer because this copy will have run long enough at this point they're going to have forgotten what the offer was or they're going to have skipped down the page and this will be the first time they see the offer so you want to quickly go through the bullet points of the offer and with each bullet point of the offer you want to make sure you reconnect it to a benefit that your product or service delivers benefit more than features keep that in mind next you want to cover some reasons why they need to decide and make a purchase right now so reasons why now now maybe they have limited time to respond maybe you have a limited number of items to sell maybe you have a limited number of seats in a workshop there are reasons why they should decide now chances are you're not the only person selling something like whatever it is you sell so you want to give them reasons why you're the superior Choice the advantages you have over other options that are available you never want a badmouth anybody else who's in your same business or offering similar Solutions but you do want to make sure you point out why you are different and Superior then you want to make sure you cover the risk of waiting because there is a cost to waiting the cost is maybe your competitors get this Advantage before you do the Lost opportunity you have because of the changing Marketplace like Now's the Time to act on this opportunity give them reasons to feel that waiting is risky and then finally you want to request a response ask them to buy now that's the the more advanced more fleshed out Pastor framework we have a couple levels that go deeper than this in some of our training if you want to know more about that there'll be a link in the description where you can get hold of that but this if you take this outline and use it to write your next sales piece and you make sure you cover each one of these points I'm pretty sure you're going to get better results so use this framework and then give me feedback here let me know how it works for you I can't wait to hear your success stories until next time God bless you may you live long and continue to prosper with [Music] purpose