What makes the difference between good copy and, well, not-so-good copy? If you’re not making the sales you want, or if you’re just starting in business and need to create your first sales page, then you should definitely keep reading to discover exactly what you need to know to write copy that sells.
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The P.A.S.T.O.R. Framework (Created by Ray Edwards)
Ray Edwards created the PASTOR framework for writing copy and it’s a great way to quickly remember what things need to be included in your copy.
To learn more about how to write copy that sells, I’d definitely recommend picking up a copy of Ray’s book How to Write Copy that Sells.
P. Pain or Problem
If you want to stand out, if you want people to pay attention to your messages, you need to learn how to write good copy.
In your sales copy, you have to affirm their problem so that they know they’re in the right place.
Once you’ve talked about the problem and the pain, you want to amplify — to turn up the volume a little.
I personally don’t like to “twist the knife” in the wound too much, but you have to communicate the consequences of what happens if the person DOESN’T take action.
How will their life be different if they DON’T buy your solution, if they DON’T solve their problem?
What’s the cost to them (and others) if they don’t find a solution?
Describe to your buyer that you understand their pain because you have experience with it and understand what it’s like to try and fail. This step is important in order to develop the “Know, Like, and Trust” factor.
If you can picture the quintessential hero’s journey (i.e. Luke in Star Wars), the hero always has a guide that gets them to reach their goal. In this case, Luke had Yoda and Obi-Wan.
Your customer is the hero and you are the guide (for more on that, read Donald Miller’s Building a StoryBrand).
Ultimately, the hero’s struggle must lead to a place of victory. You can get them there by sharing how you’ve solved the problem.
You have an answer. You can be their guide.
Provide proof that you have helped others solve the problem. Social proof is one of the top reasons people buy. The testimonials you have can be extremely compelling.
Leave no room for doubt in their minds that your solution is not only the best, but that it’s something they can’t live without.
Most people think the offer is about the product, or the “stuff” you’re selling.
It’s about the transformation your solution will bring to the buyer. When sharing your offer, you should spend 80% of your time on the transformation your buyer can experience.
Transformation is really what people want. There are actually two journeys the hero must go on: the outer journey and the inner journey.
For example, Luke Skywalker has to destroy the Death Star – that’s the outer journey. But he also must discover his own power and abilities, and find that he CAN be victorious. That’s the inner journey. (This story has another layer as well – the philosophical battle between good and evil that must be won.)
As you’re thinking about your offer, think about how you can focus on transformation for your client.
No need to put the “hard sell” on anyone. If you’ve done your job in the copy, you can simply invite them to buy, and they’ll be begging you for a chance to do just that!
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