Copywriting is a craft that needs to be polished regularly; even if your copies are acceptable and show positive results, it doesn’t mean they can’t be better. They can, and that’s why you need to review your copywriting strategy to ensure that your articles will lead to the desired outcomes. This article sheds some light on copywriting and a unique way to make your future pieces attention-getting and boost your sales.
Since copywriting focuses on people’s behavioral patterns to move them to take action, it has to be flexible. Especially now when the world has been in turmoil for the past few years. The pandemic outbreaks, social disorders, armed conflicts, skirmishes, and revolutions have significantly changed people’s focus. They often need assistance when filtering info and making decisions.
The role of a copywriter is to serve as that helper who knows people’s concerns and preferences when purchasing goods and can stimulate and accelerate the decision-making process. That said, copywriting is powerful, but it also puts lots of responsibility on a copywriter, which is why the branch is constantly changing and adapting to the world’s order. As a copywriter, how do you attune to the copywriting field? Read on to learn more.
Ray Edward has recently revolutionized the copywriting niche, furnishing it with a PASTOR framework. Although it wasn’t widely acceptable after emerging, COVID has made it go viral. The abbreviation touches upon six aspects a copywriter needs to address to generate an excellent promotional copy. It is also crucial to mention that Ray offers an entirely new approach to copywriting. While most copywriters focus on fear as the driving force throughout the copy–that is, the fear of missed opportunity that is already far away–Ray’s method is entirely different. Unlike them, he guides people through the act of writing, allowing them to use unique writing techniques to appeal to every reader. Here are these points.
Building a persona and finding out the problems they face is the cornerstone of successfully applying the PASTOR framework. As a copywriter, you want people to think, “The writer is aware of my pain points. That’s cool.” But to achieve that thought, you need to determine who you are writing for, what problem people often encounter, whether you understand what such a problem leads to, and how you can solve it.
Once you are familiar with the reader’s pain points, two things await to be completed. First, you want to intensify the problem and the emotions it evokes. Second, you need to picture an ideal situation without that issue. You want to allow the person to compare these two experiences and shorten the distance between the copy and the reader.
Imagining is part and parcel of the PASTOR foundation, but the problem is that it’s not real. This is when the Solution comes into play. To enhance the copy, include a real story of someone who decided to purchase the product or service, ultimately resolving the problem. Plus, explain to the readers that the product will help them, too.
People adore reading testimonials packed with examples of how the lives of those who used the product/service have changed. Here, you can include a text-based story or a collection of before-after photos; it’s up to you. In case you choose the second option, don’t waste time – go now and use a set of tools to make your visuals striking.
So, you now have an audience under a strong impression, almost ready to believe the purchase will benefit them. Why almost? Well, they may still hesitate, so the O section is where you address those points of hesitance and make an actual, well-detailed offer. Try to be as specific as possible, proving the product’s nuts and bolts and describing the forthcoming transformation. Also, don’t forget to provide the offer’s features, like the price, what’s included in it and how it works, benefits, such as the transformation points to anticipate, and advantages, i.e., why your offer is better than others.
Providing a step-by-step strategy is essential and will give your copy plenty of credit. People need to know what to do and why. Telling them what happens after they sign up for your product will make the purchasing process transparent, thus tipping the scales in favor of your brand.
Every writing piece undergoes several editing stages that ensure the copy’s readability score. By screening the copy and using editors like Grammarly and proofreaders like Hemingway, you significantly boost the copy’s quality. But there are also other ways to secure the piece’s success.
For instance, investing time in talking with customers directly, via digital means or phone calls is always great. Learning their points of pain will always come in handy. In addition, ask people unknowledgeable in the field to check your copy, if possible. This way, you’ll learn if your story allows lay people to get the gist.
A skilled copywriter needs to complete several steps when working on the copy. Doing research, empathizing with the reader, painting a perfect scenario, describing transformations, making an offer, and requesting a response is the core. Augment your copywriting tool set with the PASTOR framework, and your copies will become more compelling.