Good, Done Well

Persuasive Communications: A Six-Step Framework 

The PASTOR Method is a persuasive communications framework for organizational leaders. This video makes the method memorable.

Persuasive communications is the art and science of getting what you ask for. But it’s hard to do. And it is even harder to do without a framework. 

Enter the PASTOR Method. This framework, from Ray Edwards and to us by way of Justin Welsh, is a great tool for business leaders, policymakers, and advocates because it connects the communicator with their audience, and it helps the audience relate to the communicator. 

Like direct-response advertising and other forms of marketing and persuasive communications, the PASTOR method ends with a call to action–but it is the journey to get there that distinguishes it.

PASTOR stands for problem, amplify, story, transformation, offer, response.

  • Problem: Identify your audience’s pain points and challenges.
  • Amplify: Amplify the consequences of not addressing the problem.
  • Story: Share a relatable story or example that illustrates the problem.
  • Transformation: Offer a solution that transforms the situation.
  • Offer: Present your product or service as the key to achieving the transformation.
  • Response: End with a clear call-to-action that helps people take the next step.

Persuasive Communications in Action

Similar to the What, So What, Now What Framework that we explored earlier, the PASTOR method starts with identifying the underlying problem and explaining what it means for the audience if left unaddressed. So here’s a high-level example of how this might work:

“John, your organization isn’t generating enough revenue. If things continue as they are, you’ll go out of business.” 

Next, the communicator forms an emotional and memorable connection by incorporating the problem into a story–the more relevant the story the more it resonates. For instance:

“Our friend Jane had a similar problem. She hired a consultant to improve her business communications and targeting.” 

Then, a transformative solution is introduced:

“The consultant worked hand-in-glove with Jane to understand the problem and deliver a solution. It worked, and now her organization is healthy and growing.”

Next comes the offer and the call to action:

“As a matter of fact, John, that consultant was me. And I can do the same for you. Let’s find time for a quick meeting to discuss.”

We admit this screenplay won’t win any awards, but it is a good example of persuasive communications via the PASTOR method. And, as with any method, framework, or hack, it is only as useful as it is memorable, so we made it into a video.

We hope it works for you. 

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