How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often

Ray is the best copywriter and this is the best book on the subject. It even comes with a link to his amazing free copywriting course, which absolutely blew me away with how good it is. Look no further than this book, if you want to write great copy. I highly recommend this book.

Value for money. Easy to implement teaching. Lots of bonus materials. Applicable to a wide range of writing, not cust traditional sales.

Awesome! Learnt so much and notice a step up in my copy straight away.

The author is an American copywriter with more than 30 years experience and has written a wide-ranging book on writing copy. As you'd expect, the book is easy to read. It flows nicely and us very clear. There is also a helpful summary at the end of each chapter. It includes a new (to me) acronym for producing copy - called PASTOR - based on doing right by the customers. It starts by understanding the people, their problems and pains. The second chapter builds on PASTOR to identify the components of a successful sales letter, online or offline, the components are basically the same. Chapter 3 focuses on the critical topic of headlines for your sales letters, blog posts etc. This is often described as the "ad for the ad" because it must encourage target customers to read more. The chapter contains sensible advice along with five formulas but I thought the contents was a bit skimpy. Chapter 4 looks at writing persuasive emails. The big advantage of email is the ease someone interested can get more details of the offer or buy since all you have to do is click on the link. There is no time delay or effort. It explains the main types of email sent by marketers and gives you tips on how to write them. Chapter 5 explains how to write bullet points. These are the short statements which cause your curiosity to shoot up, and if ignored, can nag away at your brain, forcing you back to the sales letter to take a second look at the offer. It talks about 21 different types of bullet points which made me aware this is a neglected area of my study and working practices. The book recommends building a swipe file for bullets to help inspire you. (You can find successful sales letters to swipe on the internet.) Chapter 6 is about offers, risk reversals and closures. This is an introduction chapter before the topics are reviewed in more detail in their own chapters. It has 21 tips across the three categories Chapter 7 focuses on guarantees. It takes you through a ten step process for writing them. There is also an example of how the 10 steps can transform a weak guarantee. Chapter 8 examines the close. This is how you summarise and ask for the sale. The author shares the five closing templates he uses most often. Chapter 9 is about making irresistible offers. It covers the 9 offer types the author uses most frequently. Up to your offer section, your copy has been very positive but this section covers the painful issue of the price. This chapter explains how you can tempt more buyers into saying yes. Chapter 10 looks at copy for product launches, an issue which has become a specialist area of the last 15 years. The author recognises the leading role of Jeff Walker in this are with his expensive train course called the Product Launch Formula and his introductory book called "Launch". Chapter 11 looks at the role of stories in your sales copy and what you can learn from Hollywood. This links into David Ogilvy's one big idea concept. Chapter 12 is a very brief explanation of how to apply the ideas in the book. At the end of every chapter, you're invited to join a free membership site by the author with more training. I've joined it but I haven't watched the videos yet. Certain aspects of the book may make you feel as if you're trying too hard and coming across as too salesy. This is a common British view of American copywriting. My advice is to try some of them and test. If they make your copywriting more successful, either push out of your comfort zone on the techniques you've tried or add more of the author's recommendations. I'm reading a lot of copywriting books at the moment. If I was allowed to, I'd rate it around 4.3 stars, better than most four star books but not good enough to round up to five stars. It's very strong on copywriting techniques but weaker on what needs to go on in the prospect's mind. That's a common weakness. I'm happy to recommend this for small business owners as a follow up to "The Brain Audit" by Sean D'Souza. For copywriters, I'm a big believer you need to read the classics - Caples, Hopkins, Schwab, Sugarman, Bird etc - as well as modern books. This is a worthy addition to your copywriting library. Paul Simister, business coach and copywriting enthusiast.

This has been the single most useful book I have read on the subject of copywriting, so far. I'm a bit busy (writing) to leave a long review, but give this book a look- I think you'll be impressed.

I am a big fan of Ray Edward he is a great person to learn from because he is authentic especially his expertise in copy writing. Great read with no fluff.

A brilliant and informed insight into the ways and means of “salesmanship in print“

You only need 10 pags from this book and they are the re caps at the end of each chapter,good book

Must to read book for every marketer out there. Copywriting is a skill that no salesman or marketer can ignore these days.

I really loved the whole content which cle1arly helped to improve our copywriting techniques especially in writing sales letter and email copies.

L'ho comprato per vendere i miei servizi aziendali applicando il format suggerito; devo dire che ho avuto buoni risultati. E' pratico, chiaro e dettagliato per l'argomento. Certo è scritto in inglese ma è comprensibile e di facile lettura.

Das Buch von Ray Edwards zeigt klar auf, wie Copywriting funktioniert. Er Zeigt dir die wichtigsten Elemente die teil jeder mail, ad oder anderweitigen copys sein sollte. Du kannst das Buch super durchlesen, durcharbeiten und ebenfalls für dich wertvolle templates bauen. Das Buch hilft dir Struktur in deine Ads zu integrieren, zeigt dir zunächst das konstrukt aus der vogelperspektive und geht dann auf die Bestandteile ein. Z. B. P.A.S.T.O.R, eine Akronym für Person (Problem, Pain), A für Amplify (die Probleme und den Schmerz), S für Story, T für Transformation und O sowie R für Offer und Response. Alles Punkte die Teil deiner Ads sein sollten. Absolut empfehlenswertes Buch!

If you are tired of marketing and promoting your products, services and ideas and not getting anyone to listen, get a copy of this book now! If you think all salespeople as slimy snake oil solicitors who don’t care about anything but making a quick buck and moving on, you don’t know people like Ray Edwards, who wrote this book to dispel that myth. You can sell by presenting facts, feelings, true stories, well-worded headlines, and varied-style bullet points, in a memorable formula that helps you P.A.S.T.O.R., or take care of your customers, just as a shepherd cares for their sheep. Read it, listen to it and take notes, then take action with the free video quick copy course included as a link to the author’s website and start persuading people on a hassle-free, unforced way, and start getting cash flowing into your bank account immediately! I really like this book because I wanted to learn how to persuade people to buy something, but only if it’s what they really need. It’s not your typical sales-y way of making people feel guilty or tricked into buying something they don’t want or need. The book is logically outlined according to the structure of a sales letter, and gives you lots of tips, tricks, and secrets to helping people know about, feel, and understand what they get when they buy what you’re offering. I’ve been listening to Ray Edward’s podcast for years and have enjoyed getting to know him and what he does to serve business owners, teaching them how to write great, persuasive copy. By the way, copy is every word you write to promote anything, from emails to videos and everything in-between! You also get a chapter summarizing product launches, which is everywhere online these days, and is bringing people lots of cash flow serving their customers with each new product or service they create, and getting them new customers quickly to boot. So, stop suffering from your sales slump or even your soul-sucking job, and learn how to increase your business or your personal cash flow by writing persuasive copy ethically!