A Copywriting Framework That Doesn't Feel Like Selling

"Selling is essentially a transfer of feelings." That classic line from Zig Ziglar gets to the heart of a major challenge. If you can master the art of sales copy, you can effectively write your own paycheck. A good copywriter should never be broke; they can literally create money from thin air.

So why do so many ad campaigns, sales pages, and businesses fall flat? It’s because just throwing a "sales pitch" onto a page isn't enough to make it work. Here, we'll lay the foundation for writing copy that connects, persuades, and actually sells.

First, You Need to Know Your “Big Idea”

Before you write a single word, you have to get crystal clear on two things: what are you selling, and how does it make your customer’s life better? The goal is to boil this "big idea" down into one powerful, straightforward sentence. I call this the Copy Thesis™, and nailing it is one of the most important steps in the whole process.

J.H. Jowett, in his Yale Lectures on Preaching, said it best: "I have a conviction that no sermon is ready for preaching… until we can express its theme in a short, pregnant sentence as clear as a crystal." He admitted that finding that sentence was the hardest work, but also the most fruitful.

That’s exactly what we’re doing here. Your sales message is a proposition you’re putting forward to be proved. It might take some effort, but your final Copy Thesis™ should look something like this:

Here are a few examples in action:

Any can with , because it .
Any can with , because it .
Any can by following , because it .

Take the time to chisel your big idea into a sentence that’s rock-solid and perfectly clear.

The Problem with Most Copywriting Advice

The internet is littered with psychological tricks and formulas that promise to help you sell more effectively. The problem is, many of these are based on manipulative and morally questionable tactics. They’re designed to corner people into a decision rather than guide them toward a good one.

The framework I’m about to share is different. It’s built on universal principles focused on doing good and helping people make choices that are genuinely in their best interest. This approach is perfect for anyone looking to start a content writing business or a similar freelance hustle where trust is everything.

To Sell More, P.A.S.T.O.R. Your Customers

When most of us hear the word "pastor," we think of a church leader. But the original meaning of the word was "to shepherd"—someone who cares for, feeds, and protects their flock.

Now, I’m not suggesting you view your customers as a "herd." That imagery can feel unflattering. Instead, I’m talking about adopting the role of a loving, caring, and protective guide. When you write your copy, you’re not a hunter; you’re a shepherd. You’re guiding them toward a solution that will make their lives better.

As you might have guessed, P.A.S.T.O.R. is also an acronym for the six key parts of your sales copy.

P is for Person, Problem, and Pain

You have to start by identifying exactly who you’re trying to reach, the specific problem you solve for them, and the pain that problem is causing.

The best way to do this is to describe their problem in vivid detail, using the exact language they would use. As marketing expert Jay Abraham noted, the more accurately you can describe someone's problem, the more they will instinctively believe you have the solution. You have to "join the conversation that is already taking place in the reader’s mind," as copywriting legend Robert Collier put it.

For instance, if you’re writing about fitness, you might start like this:

You aren’t judging them; you’re simply describing their current reality with empathy. To do that, you have to truly understand their feelings.

A is for Amplify and Aspirations

Next, you need to amplify the consequences of solving the problem while also painting a picture of the future they aspire to. This is the key to motivating a decision, yet it’s the step most people skip.

Before you can show them paradise, you have to make them feel the full weight of their current situation. They need to not only believe they need your solution but truly it. Ask yourself: what does it cost them to ignore this problem?

Whenever possible, put a real dollar amount on it. When I’m writing copy for a program aimed at helping people with their side hustle business, I might have them do this exercise:

You have to make your prospect aware of the high price of indecision.

S is for Story, Solution, and System

Once you’ve set the stage, it’s time to share the story of how the problem can be solved. This isn’t just a dry description of your product. It could be the story of how you solved this problem for yourself, or how you helped a client find their own breakthrough.

Saying, "One day, Bob figured out the answer," is boring. Telling the story of Bob, a frustrated business owner on the verge of bankruptcy whose family had lost faith in him until he tried one last desperate idea that saved everything, is infinitely more powerful.

And it should go without saying, but the story must be true. Don’t make things up. If you think you don’t have a story, you just haven’t looked hard enough. There’s always a story to tell.

T is for Transformation and Testimony

Remember, people don't buy "stuff"; they buy transformation. Nobody wakes up hoping to buy a set of exercise DVDs. People who bought P90X weren't buying DVDs and a wall chart; they were buying a lean, healthy, and youthful body. The product is just the vehicle; the transformation is the destination.

This is also where you provide testimony—real-life stories from people who have achieved the transformation you’re offering. The most successful TV infomercials are about 70% testimonials for a reason. Anyone considering your offer is asking three subconscious questions:

Has this person done this for themselves?
Have they successfully taught others to do it?
Will they be able to teach how to do it?

Your testimonials need to provide a resounding "Yes!" to all three.

O is for Offer

Now that you’ve defined the problem, amplified the cost, told the story, and shown proof, it’s time to lay out exactly what you’re selling. You can even use a clear subheading like, "Here’s Exactly What You Get."

In this section, keep the focus on the transformation. About 80% of your copy should be about the benefits and the outcome, while only 20% should cover the actual deliverables (like course modules or coaching sessions). And as you describe the deliverables, always tie them back to the transformation.

Instead of saying, "You get 8 DVDs with 45-minute workouts," you’d say, "You get 8 DVDs, each with a body-sculpting, fat-burning workout that will help you craft the lean, muscular body you really want."

R is for Response

This is the call to action, and it’s where a lot of sales copy gets weak. Don’t be shy. Tell the customer exactly what to do next to get your solution. You should also remind them why it’s so important to act now.

I often write something like this:

Then, I give them explicit instructions:

If you truly believe your solution can help someone, you’re doing them a disservice by not being as direct and compelling as possible.

What to Do Now

Use this P.A.S.T.O.R. framework to write or rewrite your sales copy. The key is to adopt the mindset of a shepherd guiding your readers. When you apply these principles, my prediction is you’ll see more sales, generate more profit, and have happier customers. This approach to side hustle marketing is about building trust and delivering real value.