How To Use The PASTOR Framework To Write Copy For Ecommerce Brands

Copywriting makes a huge difference in the success of your e-commerce marketing strategy. Good copy captures your audience’s attention, maintains their interest, and convinces them to act. However, it’s not always the easiest to find the right words and craft an effective message that moves your readers to action. If your copy isn’t showing your desired results, it may be helpful to use a copywriting formula like the PASTOR framework. 

Copywriting frameworks generally provide you with a template to structure your copy clearly and ensure a smooth flow for readers to understand your point. They are used for generating ideas and can be modified as you see fit. Depending on your goal, there are several frameworks you can use to streamline the writing process.

This article will focus on the PASTOR framework, one of the most effective formulas that guides readers through the customer journey and motivates them to purchase your product. Get to know each stage to understand how to use it in your copywriting strategy.

The PASTOR Framework

PASTOR is an acronym that stands for Problem, Amplify, Solution, Transformation, Offer, and Response. Copywriter Ray Edwards developed the framework as a way to create effective copy and sales proposals. The term pastor, in this case, also functions as an analogy in that the framework shepherds or guides prospects through the customer journey, from understanding their problem to taking action to resolve it. 

You can think of the PASTOR framework as an extension of PAS, another classic copywriting formula that leverages empathy to compel readers to purchase your product. The first three stages are somewhat similar, but PAS focuses more on agitating the problem while PASTOR goes beyond to illustrate the potential transformation that your product can bring.

Long-form frameworks like PASTOR don’t always have to assume a traditional long-form blog-style layout. You’ll notice this in the example home page used in this article as there are a lot more interactive elements and multi-column layouts. While this framework is intended to follow the steps in order, you’ll also see below that AG1 modified the order slightly, possibly because it made sense to do so after testing.

Problem

This is about your audience’s main problem – the one that you’re trying to solve. The best way to do this is to highlight specific pain points and challenges that the readers can relate to. The more accurately you can describe their problem, the more likely they are to engage and trust that you have a solution to offer. 

Audience research will be key to nailing this stage as you need a good understanding of what problems your customers face. To create a larger impact, use the same language as your readers to resonate more strongly with them. Review mining will be a valuable technique for this as it gives you insights into what your customers are looking for and what specific terms they use. This is why Ray Edwards referred to “P” as person, problem, and pain in his P.A.S.T.O.R. Masterclass.

In this example, the problem that AG1 is solving is bloating and low energy among adults.

Amplify

The next part of the framework is about amplifying the consequences or implications of not solving the problem. Doing this creates a sense of urgency, making readers feel like they need to take action immediately. In this stage, it’s important to illustrate the cost of not solving the problem or not achieving the positive benefits brought about by your product.

The amplify stage is similar to the agitate stage in the PAS framework, with both intended to hammer down on the problem. It triggers feelings of frustration and dissatisfaction, which creates a stronger emotional impact and motivates readers to find a solution.

Ray Edwards also talks about the flip side of this in his masterclass, and he calls it aspirational pain. This is what your customers wish they had that your product can fulfill.

Using the same example, AG1 focused on amplifying their customer’s aspirational pain with the copy, “AG1 is a daily health drink packed with nutrients to help alleviate bloating, support sustained energy and whole body health.”

Story And Solution

Ideally, this part starts with a story and ends with a solution. This is where you use storytelling to introduce your product as the solution, and even talk about your process or system. You can also share a story of how someone faced a similar challenge and resolved it with your product, so your customers can better relate to the situation.

Some brands highlight both story and solution, while some only focus on the solution part of this framework. The important question to answer here is, “Why are you a credible source?”

AG1 showed this by using the experiences of their partners like Dr. Andrew Huberman, Allyson Felix, Sir Lewis Hamilton, and Jeremy Jauncey, then followed it up with the headline, “AG1 is a more in one solution.”

Transformation And Testimony

Once you’ve presented the solution, it’s time to expound on what your product offers. The idea is that regardless of what you’re selling, people are more interested in the transformation than the product itself. This means you need to discuss the benefits and positive changes they can expect from using your product. 

One of the best ways to illustrate this is through testimonies to show how your product has helped other customers. Real-life customer stories strengthen your argument and allow customers to visualize the transformation as they serve as social proof, providing evidence that your product works and delivers the promised results. By doing this, you answer some questions they may have and nudge them towards a purchase.

Ray Edwards shared in his masterclass that while written testimonials work too, the effectiveness of word-of-mouth marketing works better on videos.

To highlight the transformation brought about by their product, AG1 provides clinical trial results and video testimonials on their home page. These all help back up their claims and give their customers reassurance about their product’s benefits and better convince them to try it out.

Offer

At this point, you’ve defined the problem, amplified its consequences, presented a solution, and demonstrated the transformation through a testimony. The next step is to describe your offer.

According to Ray Edwards, the rule of thumb is that the offer should only take up 20% of your copy. The remaining 80% should focus on the transformation as this is the main piece that encourages your customers to take action. You can achieve this by talking about your product’s benefits and addressing questions or objections your customers might have.

Using the same example, AG1 highlighted their product’s benefits with the copy, “Whole body benefits in one scoop” and offered transparency of their full ingredient list. They also have a Frequently Asked Questions section to address possible objections.

Response

Finally, you need to ask your audience for a response by telling them exactly what to do. Once you’ve successfully captured their interest and explained all your product’s features and benefits, it’s the perfect time to nudge them to conversion. Lay out a clear call to action, whether this be to buy your product, sign up for a newsletter, or check out a link to learn more.

To help you with this step, here are some best practices for creating an effective CTA:

• Be clear and concise
• Use action words (e.g. Buy Now, Learn More, Subscribe Now)
• Make it stand out with contrasting design elements (color, font, size)
• Create a sense of urgency
• Place it strategically to ensure it’s visible

On AG1’s home page, there’s a short and clear CTA inviting their customers to buy their product. It’s easy to find and directs users to their product page to encourage quick purchases.