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ICP 127 The Building Blocks For Selling Your Creative Work : How To Write Copy That Sells With Ray Edwards

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In this episode you’ll learn:

  • How to sell without being “salesy”
  • The building blocks of great copywriting
  • How your story will help others
  • What you are really selling
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Michael Hyatt claims that Ray Edwards is “the best copywriting teacher I know.”

As the founder of his own company, his marketing expertise has helped sell a mind-blowing estimate of $200 Million worth of products and services – all by helping others sell using the written word.

With a new book out this week, How To Write Copy That Sells, Ray reveals how to sell your creative work ethically and to those that are interested.

In this episode you’ll learn more about what copywriting is, discover the building blocks of writing good copy, learn to sell your products and services, and how the art of copywriting has changed from print media to the age of the internet.

Ray Edwards is a Copywriter, Author, Speaker, and the host of one the most popular Business Podcasts on iTunes.

He’s worked with some of the most powerful voices in leadership and business today including New York Times best-selling authors such as Michael Hyatt, Jeff Walker and Tony Robbins.

He’s also worked with authors Jack Canfield and Mark Victor Hansen who co-author the book, Chicken Soup for The Soul.

“Any time we construct language in such a way that we’re trying to persuade people to do something or to believe something then we’re engaging in….Copywriting” – Ray Edwards

Items mentioned in this episode (quick access):

Copywriting

[00:42] Introducing Ray Edwards.

[01:31] Ray describes how he serves and why.

[02:18] What Copywriting is.

[03:22] How to sell without being “salesy.”

[04:50] Gravitational and attractive marketing.

“Manipulation is something you do to people – persuasion is something you do for people” – Ray Edwards

Writing with enthusiasm for interest

[05:31] The 15 building blocks of good copy.

[06:14] The earliest selling through the internet.

[06:48] What the job of the headline is.

[07:33] Ray shares an example of a classic headline. John Caples.

[08:38] The opening or the lead.

A method for writing great copy

[09:14] The P.A.S.T.O.R. framework.

[10:57] The problem that Batman vs. Superman is solving.

[12:25] What is the cost of not solving a problem.

[13:11] Supporting your customer’s aspirations.

[13:49] How your story helps others.

[16:26] What you are really selling.

“The more you think you are not stuck in your own mind the more you really are” – Ray Edwards

Language

[17:45] Why it’s important to speak the language of your people.

[18:58] What could make you an outsider.

[21:00] How to get to know your market.

[22:23] Ray shares how the art of copywriting has changed with the internet.

[23:25] How media has changed.

[23:53] The author, James Paterson.

“We need to be speaking the language of the people to whom we are communicating” – Ray Edwards

How to write copy that sells

[24:41] Ray describes the moment when he came up with the idea for his new book.

[25:15] Ray’s publisher, Morgan James.

[26:54] The biggest challenge for Ray writing his new book.

[27:49] Two books that have inspired Ray recently.

[30:07] What Ray is grateful for today.

[30:53] Ray offers a final piece of advice.

Links and Resources:

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  • Chris Brogan on Owning The Game You Want To Win
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