You Don't Have to be Salesy to Sell

First you must define what are you selling. How does it benefit the customer? Then, distill this “big idea” down to a single, clear, sentence. Clarifying and articulating your “big idea,” or Copy Thesis™, is a crucial step.

Any [YOUR AUDIENCE] can [SOLVE THEIR PROBLEM] by using [YOUR PRODUCT], because [HOW IT SOLVES THE PROBLEM].

For example:

• Any OBESE PERSON can BECOME LEAN AND FIT by following THE “FREE-FROM-FAT-FOREVER DIET,” because it USES YOUR BODY’S BUILT-IN FAT-BURNING FURNACE.

Work on your Copy Thesis until you have a rock-solid “big idea” expressed in a short, crystal-clear sentence. Then use the following framework to structure your sales message

You must adopt the same protective role as you write copy for your prospects and customers.

P.A.S.T.O.R. is an acronym that helps you plan the major sections of your copy.
 

“P” is for Person, Problem, and Pain.

“A” is for Aspirations.

“S” is for Story, Solution, and System.

“T” is for Transformation and Testimony.

“O” is for Offer.

“R” is for Response.

People that should listen to this show are entrepreneurs,career coaches