How to Succeed at Copywriting

Flat Out of Luck Imagine yourself stuck in the ditch with a flat tire and no tools. To your relief, someone pulls over to help. A handyman – what luck! He takes a long look at your tire, empathizes with your inconvenience, and hands you an instruction book for fixing broken toasters. Wishing you luck, he roars away. What is wrong with this situation? Right person – a handyman. Right timing – the moment of crisis. Wrong SOLUTION for the problem at hand. In marketing, sometimes we make a similar mistake by “fixing” a problem a person doesn’t realize they have. Copywriting legend Robert Collier coaches communicators to meet readers where they’re at before offering solutions, reminding us to “join the conversation that is already taking place in the reader’s mind.” “PASTOR” Your Audience to Keep Them Engaged How do we do this? It starts with a shepherding mentality, seeking to care for prospects in each step of their journey. The March marketing tip, added to every website provided by Marketing Ideas For Printing, uses the PASTOR acronym for copywriting that keeps them engaged: “P” = Person, Problem, and Pain Identify the particular person you’re seeking; clarify their problem and

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