Review: “How to Write Copy That Sells" by Ray Edwards

In the digital landscape where persuasive copy is crucial for sales and conversions, "How to Write Copy That Sells" by renowned copywriter Ray Edwards offers a trusted and practical resource for digital experts and entrepreneurs.

This article will provide a comprehensive review of the book, exploring Ray Edwards' expertise, the practical insights shared, the relevance of the book for those working with copywriters, and the P.A.S.T.O.R. Copywriting Framework™.

What is the book about?

Ray Edwards' book stands as a testament to his experience and credibility in the copywriting business. While marketed as a step-by-step system, it primarily serves as a valuable reference tool and checklist for digital professionals seeking to enhance their copywriting skills.

Edwards' expertise shines through as he shares practical insights that can be directly applied to the creation of compelling sales copy for the web.

Ray Edwards' Experience and Quality

One of the book's standout features is Ray Edwards himself—an accomplished copywriter with a wealth of experience. His extensive knowledge and success in the industry lend credibility to the advice he imparts. As readers delve into the book, they can trust that they are learning from a seasoned professional who has earned his wings in the copywriting world.

Practical Insights for Digital Experts

"How to Write Copy That Sells" is a treasure trove of practical insights tailored specifically for digital experts and entrepreneurs. Edwards tackles various essential aspects of copywriting, including the psychology of persuasion, crafting attention-grabbing headlines, and structuring persuasive sales letters. His advice is clear, actionable, and directly applicable to the digital landscape.

Relevance for Digital Professionals

For those working with copywriters and sales copy in the digital realm, this book serves as a valuable resource. Digital experts can benefit from Edwards' tips and tricks, using them as a benchmark for evaluating the quality of sales copy produced by copywriters. By understanding the principles outlined in the book, digital professionals can collaborate more effectively with copywriters, ensuring that their sales copy aligns with their marketing goals.

“An irresistible offer is one that’s so appealing, it sells itself. You don’t ask people to buy. They ask you.”

The P.A.S.T.O.R. Framework

Ray Edwards introduces the P.A.S.T.O.R. Copywriting Framework™, which serves as a central theme throughout the book.

The acronym stands for the major sections of effective copy:

1. Person, Problem, Pain
2. Amplify, Aspirations
3. Story, Solution, System
4. Transformation, Testimony
5. Offer
6. Response

This framework provides a structured approach to crafting persuasive copy that resonates with the target audience, addresses their pain points, offers solutions, and leads them to take action.

While the book is not solely focused on this framework, Edwards incorporates its principles and strategies throughout, enhancing its practicality and applicability for digital experts seeking to create compelling sales copy.

I personally really like it and try to work with it as often as possible.

My review

"How to Write Copy That Sells" by Ray Edwards is a must-read for digital experts, entrepreneurs, and anyone seeking to enhance their copywriting skills. While the book may not strictly adhere to a step-by-step system, it really works as a trusted reference guide and checklist.

Ray Edwards' expertise, combined with the practical insights shared, makes this book an invaluable resource for digital professionals working with copywriters and sales copy in the online sphere.

121: How to Write Web Copy That Sells [Podcast]