How to Write Copy That Sells in a Post-Pandemic World

The world has changed dramatically over the past few years, and with it, the way we communicate and persuade. As marketers and business owners, we have powerful tools of persuasion at our disposal. But today, more than ever, we need to be careful about how we use them. This article will guide you on how to write copy that sells in a post-pandemic world, focusing on ethical persuasion and empathy.

We'll explore a framework designed to help you craft messages that resonate without exploiting fear. This guide is perfect for marketers, business owners, and copywriters looking to adapt their strategies to today's sensitive climate.

The Changing Landscape of Marketing

The pandemic has altered the way we do business. Many of us relied heavily on in-person events to generate leads and close deals. Suddenly, that was no longer an option. We had to pivot, adjust, and find new ways to connect with our audience.

The pandemic also brought about a significant change in what some call the zeitgeist—the spirit of the day. For the first time in history, the entire world experienced the same traumatic event simultaneously. This shared experience has made us more empathetic and aware of each other's struggles.

The New Rules of Engagement

In this new world, traditional marketing tactics that rely on fear and scarcity may no longer be effective—or ethical. Instead, we need to focus on building trust and offering genuine value. This is where the PASTOR framework comes in.

Introducing the PASTOR Framework

The PASTOR framework, developed by expert copywriter Ray Edwards, offers a compassionate approach to persuasive writing. It's designed to guide your audience to a decision that benefits them without resorting to manipulative tactics.

P: Person, Problem, and Pain

Start by identifying the person you're writing to. Understand their problems and the pain those problems cause. This requires empathy and a deep understanding of your audience.

• Person: Who is your ideal customer?
• Problem: What problem are they facing?
• Pain: How does this problem affect them emotionally and practically?

A: Amplify and Aspire

Once you've identified the problem and pain, amplify it. Show your audience the consequences of not taking action. But don't stop there. Transition to aspiration—paint a picture of what life could be like if they solve this problem.

• Amplify: What are the negative consequences of inaction?
• Aspire: What positive outcomes can they expect if they take action?

S: Story, Struggle, Solution, and System

People connect with stories. Share a story that illustrates the struggle your audience is facing, the solution you found, and the system that makes this solution replicable.

• Story: Share a relatable story.
• Struggle: Highlight the challenges faced.
• Solution: Present the solution.
• System: Explain the process that guarantees results.

T: Transformation and Testimony

Show the transformation that occurs as a result of using your product or service. Use testimonials to provide social proof.

• Transformation: What changes can your audience expect?
• Testimony: Share real-life testimonials from satisfied customers.

O: Offer

Clearly present your offer. Explain what your audience will get, how it will help them, and how they can get it.

• Offer: What are you offering?
• Benefits: How will it help your audience?
• Process: How can they get it?

R: Request a Response

Finally, request a response. Be clear about what action you want your audience to take. Use direct language and guide them through the process.

• Request a Response: What action should they take next?
• Clarity: Make the steps simple and clear.

Applying the PASTOR Framework

Let's apply the PASTOR framework to a real-world example. Suppose you're promoting a conference, such as the Crypto Business Conference.

P: Person, Problem, and Pain

• Person: Entrepreneurs, marketers, and creators interested in NFTs and Web3.
• Problem: Confusion about NFTs and Web3.
• Pain: Fear of making mistakes and missing out on opportunities.

A: Amplify and Aspire

• Amplify: If you ignore this trend, you risk falling behind your competitors.
• Aspire: Imagine being at the forefront of the next big thing in technology.

S: Story, Struggle, Solution, and System

• Story: Share a story of someone who was initially confused but found clarity through the conference.
• Struggle: Highlight the common challenges faced in understanding NFTs and Web3.
• Solution: Present the conference as the solution.
• System: Explain how the conference systematically breaks down complex topics into understandable segments.

T: Transformation and Testimony

• Transformation: Attendees will gain a clear understanding and actionable insights.
• Testimony: Share testimonials from past attendees who benefited from similar events.

O: Offer

• Offer: Tickets to the Crypto Business Conference.
• Benefits: Gain knowledge, network with industry leaders, and stay ahead of the curve.
• Process: Purchase tickets online and receive a confirmation email with event details.

R: Request a Response

• Request a Response: Click the "Buy Now" button to secure your spot.
• Clarity: Fill in your details, complete the purchase, and get ready to transform your understanding of NFTs and Web3.

Ensuring Ethical Persuasion

In a post-pandemic world, it's crucial to ensure that your copy is not only persuasive but also ethical. Here are some tips to help you stay on the right side of persuasion:

Get Feedback

Before finalizing your copy, get feedback from others. A CUB critique (Confusing, Unbelievable, Boring) can help you identify areas that need improvement.

Avoid Triggers

Be mindful of words or topics that could trigger negative emotions. Aim to build trust and offer genuine value.

Focus on Benefits

While it's important to highlight problems and pain, make sure you also focus on the benefits and positive outcomes of your offer.

Conclusion

Writing copy that sells in a post-pandemic world requires a shift in approach. The PASTOR framework offers a compassionate and effective way to craft persuasive messages. By focusing on empathy, ethical persuasion, and genuine value, you can connect with your audience in a meaningful way.

Remember, the goal is to guide your audience to a decision that benefits them. Use the PASTOR framework to create copy that resonates, builds trust, and ultimately drives sales.

For more insights and tools to help you craft effective marketing messages, consider using MentionBrand. Our AI-powered tool identifies relevant conversations and helps you draft tailored responses to increase your visibility and lead generation.

By adopting the PASTOR framework and focusing on ethical persuasion, you'll be well-equipped to navigate the complexities of the post-pandemic marketing landscape. Whether you're a seasoned copywriter or a business owner looking to improve your messaging, these principles will help you write copy that sells without compromising your values.