Summary of Ray Edwards's How to Write Copy That Sells

Please note: This is a companion version & not the original book. Sample Book Insights: #1 The acronym P. A. S. T. O. R. stands for Pastor, Authority, Sensitivity, Trust, and Openness. It is a guide to writing copy that will get you more sales. #2 You must make the consequences of not solving the problem as painful as possible. This is the most important step in making sales, and it is widely overlooked. #3 When describing the problem, amplify the consequences of not solving it, and paint a picture of paradise. Then, share the story of how the problem can be solved. This will be different depending on your situation, but it should include at least how you solved the problem yourself, or how a client solved it on their own. #4 What you’re selling is not the stuff itself, but the transformation. The delivery method is just the vehicle. Don’t get the vehicle confused with the destination.