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Book Review: How to Write Copy That Sells: The Step-By-Step System For More Sales to More Customers, More Often by Ray Edwards

Attention: Writers

“If you are struggling with developing your writing flow, then your struggles could be over”

 

 

I realised in my blogging journey that there was more to writing content than just finding my writing flow.

I read many amazing blogs on how to write but for some reason they just didn’t stick with me.

Then I read this book and everything that I had read and learned about writing content all came together and made sense. YAY.

This book was highly recommended to me, when I attended one of my live training sessions.

I remember waiting for it to arrive and when it did, I think that I only slept a couple of hours before completing it the first time I read it.

I took notes so many notes that you would have thought that I had to give the book back. Lol

I am so glad that I can now recommend it to you.


How to Write Copy that Sells Overview

Product name: How to Write Copy that Sells

Product: Book and Kindle

Publication Date: 2016

Edition: First edition

ISBN e-book: 978-1-63047-502-4

ISBN Hardcover: 978-1-61448-503-2

ISBN Paperback: 978-1-61448-502-5

Library of Congress Control Number: 2015921095

Price: Kindle £10 – Hardcover £21.95 – Paperback £10.61 (price at time of writing)

How many pages: 163 chapter pages

How many chapters: 12 Chapters

Cover design by: Chris Treccani

Interior designed by: Bonnie Bushman – The Whole Caboodle Graphic Design

Author: Ray Edwards

Best For: Anyone that wants to improve their writing skills

Recommend:  YES


“if you are wanting to perfect your write art, then your answer could be in this book”


About the Author Ray Edwards

Ray Edwards

Ray Edwards is one of the world’s highest-paid advertising copywriters and marketing/business coaches.

He has sold and estimated $100 million in products and services.

Ray has written thousands of pages of copy for:

  • Radio commercials
  • TV commercials
  • Direct mail pieces
  • One sheets
  • Fliers
  • Brochures
  • Billboards
  • Music on-hold scripts
  • Training materials
  • Corporate policy and procedures
  • Website copy
  • Email marketing campaigns

Ray also speaks regularly at seminars on copywriting, promotional and marketing for professionals in those fields.

He has also appeared in magazines, newspapers, trade journals and on national radio and TV.

Ray has an all-star list of clients which includes:

  • New York Times best-selling author Tony Robbins (Awake the Giant Within, Money Master the Game)
  • Jack Canfield and Mark Victor Hansen (co-creators of Chicken Soup for the Soul)
  • Joel Comm (author of Twitter Power, Ka-Ching and The Adsense Code)
  • Robert Allen (author of Nothing Down and Creating Wealth)
  • Raymond Aaron (author of Double Your Income Doing What You Love)


What They Say About Ray

There are eight pages and 32 comments of what they say about Ray.

This is very impressive and they are full of praise for Ray Edwards work and this book.

Here is a list of some of those who have something to say about Ray Edwards.

  • Michael Hyatt – New York Times Best-Selling Author Platform – Get Noticed in a Noisy World
  • Amy Porterfield – Creator of the ProfitLab
  • Cliff Ravenscraft – The Podcast Answer Man
  • Brian A Holmes – Founder of Strategic Influencers – LLC
  • David Garfield – Founder of World Copywriting Institute
  • Ben Settle – Publisher, Email Players Newsletter – The World’s Foremost Expert on Email Copy
  • Marshall Bone – Communications Strategist
  • Jeff Goins –Author of The Art of Work
  • Jeff Walker – New York Times Best-selling Author of Launch – Creator of The Product Launch Formula

What is How to Write Copy That Sells?

The full book title: How to Write Copy That Sells – The Step by Step System for More Sales, to More Customer, More Often.

By Ray Edwards

  • How many pages: 163 chapter pages
  • How many chapters: 12 Chapters
  • Cover design by: Chris Treccani
  • Interior designed by: Bonnie Bushman – The Whole Caboodle Graphic Design


Table of Contents

  1. Introduction
  2. How to Sell Without Being “Salesy”
  3. The Magic Building Blocks of the Perfect Sales Letter
  4. How to Write Headlines That Grab Readers by the Eyeballs and Suck Then into Your Message
  5. Inbox Magic: How to Write E-mails That Make More Money
  6. How to Write Bullet Points That Virtually Force Your Prospects to Buy
  7. The Triad That Sells More: Irresistible Offers, Risk Reversal and Power Closes
  8. How to Write Guarantees That Dissolves Fears and Unleash a River of Sales
  9. How to Write Copy That Closes the Deal
  10. How to Write Irresistible Offers
  11. The Secrets of Product Launch Copy
  12. The Secrets of Writing Blockbusters Copy by Watching Movies
  13. The Copy Writing Challenge
  • About the Author
  • How to Contact Ray
  • Free Membership for Readers

I am going to give you a brief summary of each chapter in the table of content to show you what goodness you are going gain from the valuable information contained in this book.

I would also like to mention that this book is an easy read and gives detailed examples of how each method works.

This is great because it gives a deeper understanding how why you should use these methods and how they work in relation to writing content.


How to Write Copy That Sells: The Step-By-Step System For More Sales to More Customers, More Often by Ray Edwards


Introduction

In the introduction Ray Edwards says that he wrote this book to save you time and money.

He also includes a warning, which I am just going to put it as he said it so that I do not change the meaning that he intended to deliver.

How To Write Copy That Sells:  The Warning

“The information supplied in this book is extremely powerful. It gives you the ability to literally manipulate people’s thinking and actions.  The ability to write good copy is one of the most powerful psychological tools of persuasion known to man.  If you purchase this book. I hope you’ll make the commitment to using these powerful persuasion tools only for the ultimate good of your customers.  Never use these techniques to manipulate or control people to act against their own best interest.”


How to Sell Without Being “Salesy”


“Selling is essentially a transfer of feelings”

Zig Zigar


Teaches you the P.A.S.T.O.R. Copywriting framework

I found this really powerful and it gave me a much deeper understanding of what to add to my content structure.

  1. P = Person, Problem, Pain
  2. A= Amplify
  3. S= Story and Solution
  4. T= transformation and Testimony
  5. O= Offer
  6. R= Response

Reading this was an eye-opener and got me really excited to continue reading.


The Magic Building Blocks of the Perfect Sales Letter


“He who has a thing to sell and goes and whispers in the a well, is not so apt to get the dollars as he who climbs a tree and hollers”

Author Unknown


What is a Sales Letter?

“This tern is a holdover from the previous century.  It originally referred to a letter, sent by postal mail, which was intended to result in a direct response from the consumer (the recipient of the letter).

It’s becoming more common to hear the terms ‘sales letter page,’ ‘sales copy’ or ‘sales page’, but ‘sales letter’ is still used frequently.  Online they are virtually interchangeable.”

This chapter shows you 15 building blocks of a sales letter.

Now this was a game changer for me. WOW.

I wish I knew this years ago.

I am going to share with you the main list so that you can see why this excited me.

  1. Pre-Head
  2. Headline
  3. Deck
  4. Lead
  5. Body
  6. Subheads
  7. Rapport
  8. Bullet points
  9. Credibility
  10. Testimonials
  11. Value Justification
  12. Risk Reversal
  13. Bonus
  14. Explicit Offer (Call to Action)
  15. P.S.

Are you starting to see what I mean?


How to Write Headlines That Grab Readers by the Eyeballs and Suck Then into Your Message


“If you can come up with a good headline and lead, you are almost sure to have a good ad.  But even the greatest copywriter can’t save an ad with a poor headline.”

John Caples


Another eye-opener for me.

Key Qualities of Compelling Headlines

  1. Grab Attention
  2. Screens and Qualifies Prospects
  3. Draws Readers into the Body Copy
  4. Communicates the “BIG IDEA”
  5. Establishes Credibility
  6. 5 Headline templates to Make More Sales Today.

Inbox Magic: How to Write E-mails That Make More Money


“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read”

Leo Burnett


21 Keys to Persuasive Autoresponders and E-mails

  1. Use Email Marketing to Build Permission-Based lists.
  2. Use a Reputable Email Delivery Service.
  3. Give Web Visitor Reasons to Opt-In, and Set Their Expectations Properly.
  4. Avoid Span Complaints with Frequent, Consistent Mailings.
  5. Use Autoresponders as Robotic Saes Agents.
  6. Give People an Unusually Great Reason to Opt-In.
  7. Give People Great Reasons to Stay On Your List.
  8. As for a “Sale” in Every Email.
  9. Craft a Powerful Signature File for All Emails.
  10. Use Broadcast Emails for Promotions
  11. Know Your Most Wanted Response
  12. Use Only One MWR Per Email (Most Wanted Response)
  13. Craft Subject Lines Using the PAC Formula.
  14. Start Each Email with Undeniable, Confirmable Truth.
  15. Use Headline Techniques, But Not Headline Formatting
  16. Put the Main Benefits in the Lead, With A Link.
  17. Use a PS That Summarises the Main Benefit and Provides a Link
  18. Place a Minimum of 3 Links in to Your Call to Action in the Email Body
  19. Send Short Emails that Create Zeigarnik Effect.
  20. Send Emails That Look Like They Were Sent by a Friend.
  21. Always Honour Unsubscribe Requests.
  22. The Zen Master’s Email Rule.

How to Write Bullet Points That Virtually Force Your Prospects to Buy


“It’s simple. You just take something and do something to it, and then do something else to it. Keep doing this and pretty soon you’ve got something.”

Jasper Johns


This was another game changer.

21 Bullet Point Templates You Can Use Today

  1. The “Wrong” Bullet
  2. The “Themed Sequence” Bullet
  3. The “Two-Step” Bullet
  4. The “Giveaway” Bullet
  5. The “Reverse Hook” Bullet
  6. The “Naked Benefit” Bullet
  7. The “Transactional” Bullet
  8. The “if… Then…” Bullet
  9. The “Truth About” Bullet
  10. The “Single Most” Bullet
  11. The “How-To” Bullet
  12. The “Number” Bullet
  13. The “Sneaky” Bullet
  14. The “Better Than” Bullet
  15. The “Simple Fact” Bullet
  16. The “What” Bullet
  17. “The What Never” Bullet
  18. The “Do You?” Bullet
  19. The “Why” Bullet
  20. The “Secret Of” Bullet
  21. The “Probing Question” Bullet

You can buy your very own Kindle here


The Triad That Sells More: Irresistible Offers, Risk Reversal and Power Closes


“People get caught up in wonderful, eye-catching pitches, but they don’t do enough to close the deal. It’s no good if you don’t make the sale.  Even if your foot is in the door or you bring someone into a conference room, you don’t win the deal unless you actually get them to sign on the dotted line.”

Donald Trump


21 Steps to Irresistible Offers, Rock-Solid Risk Reversal and Powerful Closes.

  1. Make Your Offer “Stand Alone”
  2. Apply the P.A.S.T.O.R. Formula to Your Offer
  3. Enclose your order area copy in a differentiating text box.
  4. Use Aspirational Language
  5. Use Credit Card Logo and Secure Site Symbols
  6. Use an Order Button and a Text Link
  7. Do Not Sleep Through the Guarantee
  8. Put Your Risk Reversal Inside a Certificate
  9. Keep Selling – Especially in the Risk Reversal Section
  10. Add Video to Your Risk Reversal Section
  11. Use Your Signature in the Risk Reversal Section
  12. Use a Handwritten Guarantee
  13. The Close is You Asking For the Order
  14. Use All Available Tools at the Close
  15. Tell You Reader What to Do to Close the Deal
  16. Reassure and Praise Your Reader
  17. Explain What’s Going to Happen
  18. Maintain Look and Feel
  19. Test Your Order Form

How to Write Guarantees That Dissolves Fears and Unleash a River of Sales


“A promise made is a debt unpaid”

Robert W. Service


Ray’s Way 10 Part Guarantee Formula

  1. Start with the word “100% unconditional money back guarantee”
  2. Sell you benefits and transformation in the guarantee itself.
  3. Integrate your USP (unique selling proposition) into the language of the guarantee itself.
  4. Personalise the guarantee
  5. Give the longest guarantee possible
  6. Demonstrate that returns are easy and hassle-free
  7. Assure them that this is a no-strings attached, unconditional guarantee
  8. Emphasize the speed of refunds
  9. Amaze then with what I call the “I’ll take-the-risk twist”.
  10. Give you guarantee a name.

How to Write Copy That Closes the Deal


“Timid salesmen have skinny kids”

Zig Ziglar


5 Closing Copy Templates That Work

These are templates that will get the job done.

Now this you will have to see for yourself.

Because this in my opinion was the game changer of game changers and needs to be read in the whole.


How to Write Irresistible Offers


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

Ray Edwards


The 9 Kinds of Offers

  1. Hard offer
  2. Soft offer
  3. Charter offer
  4. Limited supply offer
  5. Limited time offer
  6. The application offer
  7. The payment plan offer
  8. The one-time offer
  9. The negative option offer

The Secrets of Product Launch Copy


“Oh yeah, one more thing…”

Steve Jobs

(… on “launch day” every year, just before he unveiled the one thing everyone really wanted to hear about (OSX, iPod, iPad Video, iPhone, etc.))


Product launch copy uses Psychological “Triggers”

  • Launch Copy Begins Long Before the Sales Letter.
  • Product Launches are First… a Story
  • 11 Components of Successful Product Launch Copy.

The Secrets of Writing Blockbusters Copy by Watching Movies


“Those who tell the stories rule the world”

Hopi Native American Proverb


How the DSI Transforms Copy from Boring to Blockbuster

  • Putting the DSI to Work in Your Own Copy
  • What is DSI (Dominant Story Idea) of your sales copy?

The Copy Writing Challenge

Ray Edwards sets a two part challenge.



About the Author Ray Edwards

Ray Edwards

Ray Edwards is one of the world’s highest-paid advertising copywriters and marketing/business coaches.

He has sold and estimated $100 million in products and services.

Ray has written thousands of pages of copy for:

  • Radio commercials
  • TV commercials
  • Direct mail pieces
  • One sheets
  • Fliers
  • Brochures
  • Billboards
  • Music on-hold scripts
  • Training materials
  • Corporate policy and procedures
  • Website copy
  • Email marketing campaigns

Ray also speaks regularly at seminars on copywriting, promotional and marketing for professionals in those fields.

He has also appeared in magazines, newspapers, trade journals and on national radio and TV.

Ray has an all-star list of clients which includes:

  • New York Times best-selling author Tony Robbins (Awake the Giant Within, Money Master the Game)
  • Jack Canfield and Mark Victor Hansen (co-creators of Chicken Soup for the Soul)
  • Joel Comm (author of Twitter Power, Ka-Ching and The Adsense Code)
  • Robert Allen (author of Nothing Down and Creating Wealth)
  • Raymond Aaron (author of Double Your Income Doing What You Love)

Free Membership for Readers

How to Write Copy Download Sign Up

Free Membership for Readers


How Can You Get Your Copy of How to Write Copy That Sells: The Step-By-Step System For More Sales to More Customers, More Often by Ray Edwards

If you have a kindle you can get your copy right here.

Available on kindle


If you would like to get your own Kindle you can buy it here.


If you love paperbacks then you can get your copy right here.


If you are like me and want a hardcover, You can get your copy right here.


Who is How to Write Copy That Sells: The Step-By-Step System For More Sales to More Customers, More Often by Ray Edwards for and What Are the Benefits?

This book will benefit anyone that want to improve their writing, such as on their blog.

There are so many benefits contained with this book.

This is more than a book it is also a guide.


What I Like About How To Write Copy That Sells

The feel of the hardcover velvet to the touch. It has a good quality feel.

Easy to read and well written.

It breaks down each concept and explains in detail how these methods work in relation to writing content.

I could not put it down once I started reading it.

Read it a couple of times before I started using some of the techniques.

The 5 Closing Copy Templates That Work.

The closes section really struck a chord with me and I read it over and over and use them in most of my closes now because I feel that they speaks to my audience perfectly.

I always got a little stuck when it came to the end of my articles.  So this fitted perfectly.

FREE: Downloadable Templates With Book Purchases ($197 Value)

I have included screen shots of the process of what you will see when you claim your Free Downloadables.

Free Download Sign up

 

Copywriting quickstart

Free Download


What I don’t like about How to Write Copy That Sells: The Step-By-Step System For More Sales to More Customers, More Often by Ray Edwards.

I thought about this long and hard because I wanted to be as fair as possible about this review.

But nope could think of anything.

I am getting so much out of this book.


Quick Recap Conclusion

How to Write Copy That Sells: The Step-By-Step System For More Sales to More Customers, More Often by Ray Edwards

Product name: How to Write Copy that Sells

Product: Book and Kindle

Publication Date: 2016

Edition: First edition

ISBN e-book: 978-1-63047-502-4

ISBN Hardcover: 978-1-61448-503-2

ISBN Paperback: 978-1-61448-502-5

Library of Congress Control Number: 2015921095

Price: Kindle £10 – Hardcover £21.95 – Paperback £10.61 (price at time of writing)

How many pages: 163 chapter pages

How many chapters: 12 Chapters

Cover design by: Chris Treccani

Interior designed by: Bonnie Bushman – The Whole Caboodle Graphic Design

Author: Ray Edwards

Best For: Anyone that wants to improve their writing skills

Recommend:  YES

It breaks down each concept and explains in detail how these methods work in relation to writing content.

I could not put it down once I started reading it.

Read it a couple of times before I started using some of the techniques.

The 5 Closing Copy Templates That Work.

The closes section really struck a chord with me and I read it over and over and use them in most of my closes now because I feel that they speaks to my audience perfectly.

I always got a little stuck when it came to the end of my articles.  So this fitted perfectly.

In saying that for the cost of this book you are getting hundreds of thousands dollars of information enclosed.

You know what I would say that the information in this book is priceless.

FREE: Downloadable Templates With Book Purchases ($197 Value)

I have included screen shots of the process of what you will see when you claim your Free Downloadables.

Free Downloads


Thank you for reading How to Write Copy That Sells: The Step-By-Step System For More Sales to More Customers, More Often by Ray Edwards.

Have you read this book?

What you think about it?

I would love to hear your thoughts and comments.

If you have any questions please leave them in the comments section below, I would love to read them and I will reply back to you.

Jennifer

Smart laptop Lifestyle



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