“P.A.S.T.O.R” Your Customers: How to Sell People on You, Your Ideas, or Your Products (4 min)
Many people have a negative response to the word "sell" - it reminds people of sleazy used car salesmen who manipulate you into buying something that's not actually worth your time or money. Even friends who are salesmen and saleswomen are reluctant to own that label because of the negative connotation that typically comes with it.
In reality, though, we are all salespeople.
We all have something to sell, even in everyday situations. We just don't think of it as "selling."
Think about the last time you and your friends were deciding what to do for dinner. You wanted Thai food or pizza, but your friends weren't on board. You had to lobby for it and communicate why it would be a great choice. It would be delivered so you don't have to go outside, it's delicious, and cost-effective.
If you have to convince someone else to do or buy something - whether it's a physical product, information, or an idea - it requires some level of "selling."
“Selling" is just communicating value, honestly.
In the rest of this article, I outline a framework crafted by Ray Edwards, a renowned copywriter (a person who literally writes the words in advertisements, on websites, and in other marketing content). It describes why the word "selling" now has a positive connotation in my mind.
P.A.S.T.O.R. Your Customers (not the preaching kind)
There are many techniques used in marketing and advertising, but some of them are more ethical than others. While some are blatantly manipulative and actually turn many off to buying something, the PASTOR framework is based on principles of doing good and helping people make decisions that are in their own best interest.
That's the key - helping people make good decisions for themselves.
The verb "to pastor" originally meant "to shepherd," or guide and care for the herd. When trying to convince someone to buy or do something, that's exactly the heart and attitude you want to have behind it - you want to guide them in a caring way to a better future.
P = People, Problem, Pain
People - Who is your audience or customer?
Problem - What problem do they have that you are solving?
Pain - How do they experience that problem? How does it make them feel? What issues does it cause them specifically? How does the problem manifest in real life?
A = Amplify
Amplify - Magnify the potential customer's problem while also appealing to an ideal future state that he or she can achieve. Paint a picture of the consequences of not solving their specific problem.
S = Story, Solution
Story and Solution - Paint a verbal picture, usually with the use of a story, that clearly demonstrates exactly how the problem can be solved.
T = Transformation, Testimony
Transformation and Testimony - The story and solution should make it clear how great the transformation will be for the customer. Potential buyers don't want the features you're providing. They want the beneficial outcome as they would define it. For example, they don't need an electric power drill, they need the hole the drill creates.
O = Offer
Offer - This is the portion of the copy where you want to lay out your offer that explains exactly what the customer can get if they decide to purchase your solution.
R = Response
Response - This final step is where you ask the potential customer to buy from you. Ironically, Edwards has said that this step often contains the weakest copy because entrepreneurs are afraid to ask for the sale. Customers can't pay you if you don't give them an opportunity to give you their money.
Summary
Understand your customer - who are they, what problem do they have, and what outcome do they really want? Communicate the consequences of not solving the problem. Tell a story about how the problem can be solved with your solution, and make it clear how it leads to the desired outcome. All together, this story acts as a testimony. Then, make the offer (what do they get?) and give them a call to action (how do they get it?).
The beautiful thing is, if you're selling something you truly believe in (an idea, a product, a restaurant you want to eat at), you will never have to worry about being a sleazy salesman.
For you, it should feel less like selling and more like giving advice to a good friend. For them, you're making it clear how their life can be better in some way, shape, or form.
If the idea or product truly adds value to someone's life, you're doing them a favor.
