How to Write Copy That Sells

Key Takeaways

1. Master the P.A.S.T.O.R. Framework for Persuasive Copy

"The P.A.S.T.O.R. Framework™ reaches out to put your arm around them, and allows you to walk alongside them, saying, 'You bought this for a reason, it's going to help you. Let me show you how to use it so you actually get the help you wanted.'"

Identify the Person, Problem, and Pain: Start by clearly defining your target audience, their specific problem, and the pain it causes them. Use their language to describe the issue, making them feel understood.

Amplify and Aspirate: Emphasize the consequences of not solving the problem and paint a picture of their desired outcome. This creates urgency and desire for your solution.

Story, Solution, Transformation: Tell a compelling story of how someone solved the problem using your solution. Articulate the results and transformation your product or service will bring, providing real-life testimonials to strengthen your case.

Offer and Response: Describe exactly what you're offering for sale, focusing on the transformation rather than just the deliverables. Finally, ask for the sale with clear, step-by-step instructions on what to do next.

2. Craft Compelling Headlines That Grab Attention

"If you can come up with a good headline and lead, you are almost sure to have a good ad. But even the greatest copywriter can't save an ad with a poor headline."

Five essential qualities: A compelling headline should:

1. Grab attention
2. Screen and qualify readers
3. Draw readers into the body copy
4. Communicate the "big idea"
5. Establish credibility

Effective headline templates:

• How-To: "How to Write a Blog Post Every Day"
• Transactional: "Give Me 30 Minutes And I'll Give You More Blog Traffic"
• Reason-Why: "Why Your Blog Posts Get Ignored, And How to Fix That"
• Probing Question: "Do You Wish More People Bought Your Book?"
• If-Then: "If You Can Send and Receive E-mail, You Can Build a Platform"

Write multiple headlines before selecting the best one. Focus on delivering a single, powerful idea that compels the reader to continue reading.

3. Write Powerful Bullet Points That Sell

"Bullet points make your copy easier to read. They make your benefits easier for your readers to digest and personalize. Therein lies the magic of copywriting—getting your readers to imagine themselves enjoying the benefits. That's 90 percent of the work."

Create curiosity: Use "blind" bullets that hint at valuable information without revealing everything, compelling readers to buy to learn more.

Types of effective bullets:

• The "Wrong" Bullet: Contradict a common assumption
• Themed Sequence: "7 Deadly Diet Sins That Keep You Fat"
• Two-step: Offer a parenthetical elaboration on the main benefit
• Giveaway: Occasionally provide valuable information for free
• Reverse Hook: Present an interesting fact with an unexpected benefit

Write at least three times as many bullets as you think you'll need, then choose only the best ones for your final copy. Mix different types of bullets to maintain interest and break monotony.

4. Create Irresistible Offers and Risk Reversal

"An irresistible offer is one that's so appealing, it sells itself. You don't ask people to buy. They ask you."

Types of offers:

• Hard Offer: Straightforward presentation of benefits and price
• Soft Offer: "Try before you buy" approach
• Charter Offer: Limited-time special pricing for early adopters
• Limited Supply/Time Offer: Create urgency through scarcity
• Application Offer: Exclusive access requiring qualification

Powerful guarantees: Craft guarantees that go beyond the standard "100% money-back" language. Use Ray's 10-part guarantee formula:

1. Start with "100% unconditional money back guarantee"
2. Sell benefits and transformation in the guarantee
3. Integrate your unique selling proposition
4. Personalize the guarantee
5. Give the longest guarantee possible
6. Demonstrate easy, hassle-free returns
7. Assure no strings attached
8. Emphasize speed of refunds
9. Add an "I'll-take-the-risk twist"
10. Give your guarantee a unique name

5. Develop Effective Email Marketing Strategies

"Email is still the number one way to get things sold on the internet. More things are sold via email than any other method, even more than Facebook, Twitter, LinkedIn or Google Plus."

Key principles for effective emails:

• Build permission-based lists
• Use reputable email delivery services
• Give compelling reasons to opt-in and stay subscribed
• Ask for a "sale" (click) in every email
• Craft subject lines using the P.A.C. formula (Personal, Anticipation, Curiosity)
• Start with undeniable, confirmable truth
• Use short emails that create the Zeigarnik effect (open loops)

Email sequences for maximum sales:

1. Campaign Sequences (live and automated)
2. Onboarding sequences
3. Pre-event and post-event autoresponders
4. Post-sale sequences (A.R.M. - Automated Retention Machine)
5. S.E.R.M.O.N. (Social Equity Refill Machine of Niceness)

Focus on building relationships, providing value, and maintaining consistent communication with your subscribers.

6. Launch Products with Strategic Storytelling

"Product launches do not, as has been suggested, make the sales letter irrelevant. In fact, more copy is required for a launch than for normal sales processes."

Launch components:

1. List-building copy
2. Survey copy
3. Product (as an extension of your copy)
4. JV recruitment copy
5. Pre-launch copy
6. The "Big PDF" (white paper or special report)
7. Video scripts
8. Webinar/teleseminar scripts
9. Sales letter
10. Upsell copy
11. Follow-up sequences

Story arc: Treat your launch as a story with a beginning, middle, and end. Create anticipation and open loops that drive curiosity and engagement throughout the launch process.

Storyboard your launch: Map out your launch events on a calendar, planning the release of each piece of content strategically to build momentum and interest.

7. Utilize Psychological Triggers in Your Copy

"Product launches work because they employ all the psychological triggers of influence."

Key psychological triggers:

• Reciprocity: Offer valuable free content to create a sense of obligation
• Commitment & Consistency: Get small commitments early to drive larger actions later
• Liking: Build emotional connections through personality marketing
• Authority: Establish credibility and expertise in your field
• Social Proof: Showcase testimonials, awards, and media features
• Scarcity: Create urgency through limited time offers or restricted quantities

Incorporate these triggers throughout your copy, from headlines and bullet points to offers and guarantees. By understanding and leveraging these psychological principles, you can create more persuasive and effective marketing messages that resonate with your audience and drive sales.

Last updated: March 21, 2025

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