In two previous posts, I wrote about PASTOR, an easy formula to use when writing to persuade, and the benefits stack, a way to address attributes of a product or service.
In this post, I’ll explore how the benefits stack and PASTOR work together. Combine these strategies for powerful, persuasive writing.
As a brief refresher, PASTOR is an acronym for …
- Pain/Problem to be addressed
- Amplify consequences of the problem
- Solution to the problem
- Testimonials supporting the solution
- Response (Call-to-Action)
In the benefits stack post I shared that there are four levels of features and benefits …
- Features – technical specifications
- Advantages – how a product is different from competitors
- Benefits – how a product solves a problem or fulfills a need
- Ultimate Benefit – a life-changing benefit (Maslow’s hierarchy of needs)
This visual summarizes my approach …
In the PA of PASTOR, your goal is to present a problem and expand on attributes of the problem. Basically, what is the worst case scenario potentially resulting from the problem?
In the ST of PASTOR, you must make the case for how your product or service solves the problems just shared. This is where the features, advantages and benefits move from the lowest point (the amplified problem) to the highest point (a proven solution). All of these must be covered in your Solution section and Testimony section.
In the O of PASTOR, reiterate the features, advantages and benefits.
The R of PASTOR is the highest point of the plot points because potential customers can bring home all of the features, advantages, benefits and ultimate benefit by responding to your offer.
How will you use the combined power of PASTOR and the benefits stack to make the case for your products, services and content?