The document discusses the P.A.S.T.O.R. framework for persuasion. P.A.S.T.O.R. stands for six steps: know the Person, understand their Problem and associated Pain, Amplify the problem, discuss their Aspiration, provide a relevant Story and Solution, provide Testimonials, describe the Transformation that will occur, make an Offer, and Request a Response. The framework is intended to help business owners treat customers with respect by understanding their goals and needs in order to lead them to a favorable outcome.

1. The Power of Persuasion
Social Media Examiner
Michael Stelzner podcast interview with Ray Edwards
iPLUG Media

2. iPLUG MediaP.A.S.T.O.R.
In a World of…
Limitless Channels
• How do we compete for prospects?
• How do we compete for prospects’ attention?
• How do we deliver the right message, to the
right prospect, at the right moment?
• How do we persuade them
to take the right action?
• What is the right action?

3. iPLUG MediaP.A.S.T.O.R.
Persuasion vs. Manipulation
• Persuasion is what you do FOR
a prospect and their best interest.
• Manipulation is what you do TO
a prospect for your best interest.
On balance, clients achieving
their best interest
is in your best interest.

4. iPLUG MediaP.A.S.T.O.R.
P.A.S.T.O.R.
Six steps that are easy to remember:
A “pastor” is a shepherd who protects
and directs his flock to a place or condition
favorable to each individual of the herd.
Similarly, business owners must treat each
customer with respect and attention
to their goals, needs, and fear of loss.
P.A.S.T.O.R.

5. iPLUG MediaP.A.S.T.O.R.
P. …
• Person: Know your audience.
– Develop a descriptive profile of the target prospect.
– Separate segments for different offerings.
• Problem: What keeps them up at night?
What makes them angry?
• Pain: Impatience. Frustration. Fear of loss.
Budget waste. Job insecurity.

6. iPLUG MediaP.A.S.T.O.R.
A. …
• Amplify the problem:
– Paint a clear picture of the unresolved problem.
– Speculate about the consequences of not solving it.
Who does it matter most to? Don’t live in denial.
• Aspiration:
– What does the client really need or want?
– What is “paradise” for the client?

7. iPLUG MediaP.A.S.T.O.R.
S. …
• Story:
– Best stories – your own struggle or pain.
– Case studies of problems felt and solved.
– A good story trumps good logic
• Solution:
– Directt prospect toward your offerings

8. iPLUG MediaP.A.S.T.O.R.
T. …
• Testimonials:
– 3rd party response to the
solution.
• Transformation:
– Prospect is at “Before.”
– What will it be like “After”?
– Making aspirations reality.

9. iPLUG MediaP.A.S.T.O.R.
O. …
• Offer:
– Communicate powerfully the conviction
that the solution is the best option for
solving their problem.
– Remind the prospect of the
transformation it will bring to their lives.
– Press for decision.

10. iPLUG MediaP.A.S.T.O.R.
R. …
• Requesting a Response:
– Ask them to do something
• Buy the offer
• Comment or download or share
• Watch the next step in the funnel
• Follow your recommendation

11. iPLUG MediaP.A.S.T.O.R.
iPLUG Media
iPLUG Media is keenly focused
on leading its prospects to where
they need to be.
Digital/internet media
is a customer-driven environment,
and our work must serve
their interests.
Take Charge!
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818.439.0239