#033: How to Write Copy that Sells with Ray Edwards

On this episode of the Online Marketing Made Easy Podcast, I interview my good friend, copywriting expert, Ray Edwards. Ray and I go way back. I first met him when I was still working for Tony Robbins. At the time we were in need of a killer sales letter for a big product we had just created, and Frank Kern, a master at online marketing, suggested we reach out to Ray.

As it turns out, hiring Ray to write the sales letter was one of the best decisions we ever made because he nailed it. The sales letter Ray wrote converted really well; every time we used it, our sales were through the roof!

Copywriting is something that a lot of my clients have questions about, and I have to admit that it doesn’t come naturally to me; I have to really work at it! But it’s a super important skill to master because impact and revenue are directly tied your ability to write great copy, so I invited Ray on the show to share his wisdom in this area with all of you. I know you won’t be disappointed!

In this episode, here’s what we’ll cover:

  • One of the first things you need to learn if you want to start a business or create a second income stream
  • The gene you do NOT need to be born with in order to be a good copywriter
  • Why you need to do more than just write great content
  • What your value-add content should always have
  • How to know if you’re giving away too much
  • How to create a lot of content in a short period of time
  • 4 Rules of Writing

Key Takeaways

  • All the emails you send should have a “promotional” element to them
  • Every email you send should include a link
  • The brain doesn’t differentiate between an actual experience, and a vividly imagined experience. Therefore, help your readers vividly imagine doing what you recommend, and the outcome
  • Listening to what your audience tells you is the best way to know what questions in the emails you send
  • The copy you write needs to be scanable. You can accomplish this by using bolded headers, bullet points, and so on

Items mentioned in this episode include: 

Thank Ray for his awesome tips by clicking here < —-

Click here to download the transcript.

Right click to download the .mp3.

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Online Marketing Made Easy with Amy Porterfield


  1. I enjoyed listening to this podcast. It was one of the first I listened to of Amy’s. Good content and instruction. Now, if I can just start putting it into practice.

  2. Gavin Radzick says:

    Hi Ray,

    Oh great that’s awesome! I just added all of these books to my Amazon wishlist.

    I teach financial courses and I talk about my favorite investing books with my students. It helps them to get the message from a second source – kinda like when you tell your kids/parents/spouse/etc something and then one day they come home and say, “Hey, guess what XYZ told me today!” Which elicits an eye-roll from you.

    If you put out a piece for $29 that talked about all of the books you would recommend – and the ones you would avoid – I would buy that.

    Also, do you ever hold copywriting workshops in Spokane? I am looking for a 2-day event where you could give us assignments, we could write stuff and you could critique it. Collect a bunch of Before and After from us to show prospective students our transformation.

    Thanks again for the books! And I added yours too.


  3. Scott Colby says:

    Awesome podcast Amy and Ray! Ray you have such a gift of speaking (and writing) eloquently. Thanks for all of the killer info!

  4. Thank you Scott!

  5. Glad you found it helpful Tony

  6. Go after it!

  7. We are doing just such an event in a couple of weeks. It’s geared more for copywriters who do freelance work, but would transfer nicely to the application you’re looking for. Find the info here: https://rayedwards.leadpages.net/cp-breakthrough-workshop/

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  12. Danielle Mapes says:

    What an amazing podcast. I appreciate Ray’s thoughts on Ernest Hemingway’s writing style. Writing is a process and a practice that is never perfected or completed. It’s exciting to hear about a Creative’s methodology of writing that we can, in turn, implement in our own copywriting. I’m inspired.

  13. Excellent interview with Ray. Bring him back. (He evokes a bit of a Sean Connery voice and demeanor) Amy, you guys make a great team. BTW, I think you can throw the rules out the window and run a longer episode when you hit a home run, don’t you?

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  15. Hi Amy I’m about 2/3 of the way through listening to all your podcasts and this is by far the BEST one so far. I think I love Ray! Lol. But seriously this was so valuable, I’m heading over to Ray’s website right now to sign up for everything. Hopefully he will have something in his treasure chest that will help me write better blog, social media and marketing email copies as I just launched my online shop last month. And then I’m going to listen to this podcast again. Thank you for doing this interview.

    P.S. You were complementing Ray on his voice (it’s great) and just wanted to say you have a fantastic timber and tonality to your voice too. Your authenticity really shines through. You and Pat Flynn are the only two I listen to.

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  17. AMAZING!! I was literally asking myself all of these questions for the last few days. This podcast was a true blessing. Amy, being that I am just listening to this Feb 2015 and it was posted June of 2014, I think you should repost this. Especially after hearing Marie Forleo emphasis the importance of good consistent content on your latest episode.

    I actually got really nervous about having enough content to give my audience being that I have a product based business. But hearing Ray talk about answering the customers questions and posing the questions they should be asking was BRILLIANT. I feel so much more confident about what I’ll talk about in my newsletters and possible blog posts.

    Thanks yet again Amy!
    – Kiara

  18. Katie Moore says:

    Amy I listened to this podcast this morning and it was great!! I so need help with this. I pathetically have just not been posting anything for a really long time about my business because I own a Fair Trade jewelry company and I just don’t want to talk about Fashion or jewelry. Sounds crazy right? But I started this business after being a social worker and moving to Thailand. I loved the amazing handicrafts and the artisans and the idea around Fair Trade and empowering women. I was never a fashionista. Im more a modern day bohemian. So for me, simple.. casual…earthy is my style…NOT FASHION. But here I am with a jewelry company with lots of styles that are maybe fancier than I would wear and I just never could think of anything to write. But after today and listening to Ray, now I know I can write at least 20 good emails. Thanks for all you do for all of us. I have never reached out before, but I listen to a lot of your podcasts. You and kind and welcoming and seem really genuine. So thank you..Katie Moore

  19. Christos says:

    My God Amy, you are driving me ga-ga with your podcasts. I’ve been cleaning the pool this morning listening to this past Podcast and…you know you told Ray you cannot stop listening to his voice….. well my dear I cannot stop listening to yours. Ray is great of course and I’ll follow him as well. The stupendously valuable content, the way you delivery it, your “here’s the thing” statement, all make me smile and want to hear more and more. You somehow make me feel that I can do this. Even at my age I can give it a go. My son thought the sun hit me on the head watching me chuckle with your jokes stopping the cleaning procedure to absorb what you say even more. WOW. I am signing up for your course……today, even though I just signed up for someone else’s FB course. This is so unlike me but you are Magnetic my dear. Keep it up and THANK YOU.

  20. Milla Spenser says:

    Copywriting is very developed thing nowadays and it was very interesting to hear the opinion of a professional. Only half a century ago, thanks to the development of Internet a new profession of a copywriter came into sight. People start using Internet for their own purposes; many of them make money, offering a variety of services. this service helps students with their essay writing assignments, for instance. This will be a great contribution of money, which will be certainly paid off with the quality of products.

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    clot sticks around for more shame and humiliation. All in the name of grifting…

  23. Lindarlopez says:

    “Wife left him.” WHY? THINK . . .

  24. Lindarlopez says:

    Ivana Trump learned of The Donald’s affair with Maples when she picked up a phone in a luxury hotel in Aspen, Colorado in 1989 and heard ‘a male voice on the call noting, in the crudest terms, that ‘Marla’ was sexy,’ according to author Michael D’Antonio in his book ‘Never Enough: Donald Trump and the Pursuit of Success.’

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  27. Lindarlopez says:

    Trump wins so much.. that he has won 3 marriages and 2 divorces

  28. Lindarlopez says:

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    3 time married… dreams of dating his own daughter… rape his wife…. hated by more Women than not.

  30. Lindarlopez says:

    Took health-care away from a sick child relative

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