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The Amy Porterfield Show

#60: Copywriting Tips to Persuade, Promote and Profit with Ray Edwards

The Amy Porterfield Show

Amy Porterfield

Marketing, Entrepreneurship, Business

4.9 • 5K Ratings

🗓️ 28 May 2015

⏱️ 54 minutes

🧾️ Download transcript

Summary

When it comes to communicating the value of a product or service, Ray Edwards is a true legend in the industry. I met him way back in my corporate job days when my boss hired him to work his magic on a new sales letter for a product we were launching. That was when I saw the true power that words can have in generating sales and building a business. Since then, I decided to become a devoted student of copywriting, and a student of Ray’s, in particular. Why Is Persuasion So Important? In a perfect world, we could just say “Here’s what I have, it’s good, buy it if you want to,” and all the right people who need our product would click Purchase. But the thing is, we’ve all become really smart, and really skeptical. Ray points out that even Apple isn’t immune to the need for writing sales copy—they’re just so good at how they present it that we don’t realize we’re consuming their copywriting! Very few of us like thinking about “sales writing.” It makes us think of smarmy used car salesmen, trying to con hardworking people out of their money. Ray is familiar with this aversion to copywriting, and here’s how he explains the way to avoid sounding “sales-y”: "I think people get confused about persuasion versus manipulation. I like to define the difference this way: persuasion results in you making a buying decision that you will celebrate later; manipulation leads to you making a buying decision that you will regret later. "The key to guiding your clients toward a decision they will celebrate is—no surprise—knowing your clients really well! You think of the problem that you’re solving, and you write about it from the perspective of the person who has the problem, and you describe their pain. Someone once said that the more accurately you can describe the pain of the person you’re selling to, the more they feel as though you automatically have the solution to the problem. Whew. Great stuff, huh? Get even more of Ray's insights on how genuine, emotionally persuasive copy can make selling a breeze. Click here to listen to the whole episode.  Okay, now let’s get into the nuts and bolts of writing great copy. Ray has a couple of frameworks that he teaches anyone who is trying to improve their copywriting skills. The first one is called... The "Pastor" Framework This one gets its name from the original meaning of the word “pastor”—having to do with being a shepherd. (Kind of an old meaning of the word…look it up.) Not only does this word help you remember the purpose of your business—to help and take care of people with what you sell—but it also just happens to be a handy acronym for setting up the points of your sales page. P — Problem A — Amplify S — Story T — Testimonial O — Offer R — Response Ask people to take action. EPISODE FREEBIE Get 100+ Email and Headline Templates from Ray Edwards FREE DOWNLOAD This last piece of the Pastor framework brings up an important point that should be present in your copy: Any Decision Is Better Than No Decision Step #1: The Existing Situation Step #2: The Dream Solution Step #3: Discovering the Trusted Guide Step #4: Presenting the Unique Solution Step #5: Describe the Features Step #6: Describe the Benefits Step #7: The Transformative Offer Step #8: Present Proof Step #9: Justify the Value Step #10: Eliminate Fear and Risk Step #11: Offer Bonuses Step #12: Invite a Decision Make sure to listen to my full podcast interview with Ray Edwards--we covered so much more than I could fit into this blog post! And don't forget to sign up to receive more than 100 templates for writing your own persuasive headlines and emails. This is the stuff that Ray normally offers only to students of his copywriting course, so you're not going to want to miss it!

Transcript

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0:00.0

Hey there, I have a quick question for you before we get started.

0:04.0

How would you like to win a one-on-one virtual call with yours truly to discuss your business?

0:11.0

I know that I'd love to connect with you.

0:13.6

And I also know that I would have loved to have a conversation with someone who had

0:17.5

gone before me when I was getting things going.

0:21.0

So let's make it happen.

0:23.0

Here's how.

0:24.0

What you need to do is rate and review my online marketing made easy podcast on Apple Podcasts

0:30.0

and share it in just five easy steps.

0:33.0

So start by writing a review on Apple Podcasts, then leave a rating, five stars for good karma,

0:39.0

then screenshot your review and share it in my free online marketing made easy Facebook group

0:45.0

using the hashtag OMMELove.

0:50.0

Each month we'll select one random winner from the submissions to receive my List Builder Society program,

0:56.0

which by the way is a fan favorite, and a system designed to grow your business's most important asset,

1:02.0

your email list every single day, and then quarterly we'll select one of that List Builder Society winners

1:09.0

for a virtual 30 minute one-on-one coaching call with me.

1:13.0

So again, write a review, rate the show, screenshot your review, share it in the online marketing made

1:19.0

easy free Facebook group with the hashtag OMMELove and get entered into a drawing for that one-on-one session with me.

1:28.0

Thanks so much for taking the time to leave me a review.

1:31.0

It means the world to me, and I hope to see you on our one-on-one virtual call soon.

1:36.0

Good luck, and now let's dive into today's episode.

1:40.0

You're listening to the online marketing made easy podcast episode number 60.

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