Write unbeatable Content with the P.A.S.T.O.R. method

Writing compelling copy that adds value to those who read it is a big challenge.

If you are still unfamiliar with the term copy, consider that it is simply the text you read online. In other words, you are reading copy right now. If you need to create new content for your gym, then you already know that copy requires planning and method to engage clients, add value, generate sales and spread the message you want to convey.

Ray Edwards created the acronym P.A.S.T.O.R. to create quality and efficient copywriting. Let us explain:
1. P stands for PROBLEM
2. A stands for AMPLIFICATION
3. S stands for STORY or SOLUTION
4. T stands for TRANSFORMATION or TESTIMONIAL
5. O stands for OFFER
6. R stands for RESPONSE

The acronym PASTOR means exactly what it means. In other words, the copywriter (the one who creates the copy) is the “pastor” (shepherd) who guides their readers to a particular offer or solution.

Unfolding this acronym to your gym, we can already raise some questions:

• What is your client’s problem or challenge?
• How serious or demanding is that problem?
• In what ways can you solve the problem for the client?
• What are your credentials and testimonials from other clients?
• What is the specific offer of your service?
• What should the client do to get to the solution?

The PASTOR method gives you an overview of all the points you need to address in your copy. Therefore, we invite you to apply this method the next time you create content. We will share with you an example to explore this method.

1. In the first place, we have the PROBLEM. At this topic, you will want to survey the problem that the client wants to solve.

“I’ve been exercising for many years and I can’t get muscle mass.”

“I’ve tried several diets and never had any results.”

2. In second place, we have the AMPLIFICATION. At this point, you should describe the consequences of not solving the problem.

“Are you going to keep spending money on diets that don’t work?”

“How long will you go on without taking care of your health, wellbeing and self-esteem?”

3. In third place, we have the STORY or SOLUTION. This is where you show that the problem can be solved.

“Mr. João was overweight and wanted to change his lifestyle. His life changed when he met Gym X and found the best professionals to help him. Today, Mr. João is a changed person, more fulfilled, happier and, above all, healthier.”

4. In fourth place, we have the TRANSFORMATION or TESTIMONIAL. At this point, you present in detail the experience and transformation of the client when choosing your gym. Testimonials are also valid to generate credibility and trust in the business.

“Ana got the weight she wanted through personalised monitoring at Gym X. Today, she is in the best shape of her life and eager to overcome new challenges!”

5. In fifth place, we have the OFFER. Explain clearly what the client will get when they choose your gym.

“From group classes to bodybuilding, with an inviting SPA and nutritional monitoring. Gym X offers you a wide variety of services with several subscription plans to choose from.”

6. In sixth place, we end with the RESPONSE. This is the final pitch, pushing for action. Tell the client what they need to do next.

“You can continue to feel unhappy, or you can change your life today and get the energy, health and image you have always wanted. Make the decision! Click the button below and learn how we can help you.”

And so we come to the end of the P.A.S.T.O.R. method. A simple but very useful technique to help you create new copy. Implement this technique in your strategy and let us know the results!