How To Write Copy That Sells

WITH Ray Edwards


Even if you don’t think of yourself as a marketer, you still have to market your business. Marketing comes in many forms, but pretty much all great marketing involves having great copy. As today’s guest told me, being more mindful in how you write and present your copy will make all the difference and set your brand apart from the others.

Ray Edwards is a communications strategist, copywriter, and author of How to Write Copy That Sells. His podcast, The Ray Edwards Show, is consistently one of the top-rated podcasts in iTunes. He’s been featured in numerous prestigious publications such as Forbes.com. Ray doesn’t write as much as he used to. Now he mostly helps others learn to write amazing copy.

Ray and I sit down over a cup of coffee to discuss the importance of having outstanding copy if you intend to sell anything. Weaving his own amazing life story (like why he bought a cafe in Spokane) Ray explains how effective copywriting and marketing can be a force for positive change for your business and the world around you.

This is an honest and candid conversation in which Ray lays it all out, including a life-altering diagnosis, his personal core beliefs as to the true power of storytelling, and how you can make your brand more authentic and human in order to truly improve not just your business, but those you serve as well.

How can you use marketing to authentically connect with your customers? Share your ideas in the comments!

Learn about the upcoming free Studio Sherpas training!

In this Episode

  • What Ray discovered on his professional journey from radio to copywriting to coaching
  • The policies that Ray has in place in his company that make it a super supportive workplace (and make his lawyer cringe)
  • How a devastating diagnosis helped Ray focus on what’s really important in his business
  • Identifying who you are and what you want so that you can better find your ideal customers
  • Video’s power to humanize a brand, improve people’s lives, and make meaningful change
  • How to convey that you care about people through your marketing


6:32“I write words that get people to change. They change either what they’re thinking about a subject, what they believe, the actions they take, the kind of life they live, what they buy, what products or services they want to invest in.”
27:27“One thing you don’t always get to decide is what your story is going to be. You get to decide what it means, I believe that.”
36:44“Stories are ways for us to see ourselves from the outside -- to understand why we do what we do and what we need to do to change. That’s what marketing is.”
38:08“If you can figure out who the people like you are and what the stuff is that people like you do, you will never want for customers and for revenue. They will always come to find you.”
40:00“If you get the words right, the music right, the images correct; you get all that together, it’s like a symphony for all your senses and awakens the stuff inside you that you didn’t know was still there -- the dreams, the aspirations, the pain that you need answered. There’s no medium more powerful than well-crafted film to evoke all those emotions and change in people.”
45:03“You’re in business to solve other people’s problems. Get clear about what problem you solve. Get clear about how it hurts the person you’re helping.”



Ryan Koral

Ryan Koral is an entrepreneur, producer and business strategist from Tell Studios, a video production agency with a big heart for authentic stories that build brands and inspire action. He’s a husband (mostly happily for like 16+ years), has 3 kiddos, and has an annoying – but infectious – laugh.

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