In this episode of the Meet Education Project, I talk to Ray Edwards. He is a Communications Strategist who has worked with Tony Robbins and Jack Canfield. He’s also an online course creator, a teacher and a mentor. We talk about his moments of adversity, and also how he created the course, Copywriting Academy: Writing Copy That Sells, and why it’s important.
He has written copy for hundreds of different businesses in a wide variety of industries. Ray is known for writing copy that makes websites “obscenely profitable”.
His client roster reads like a “Who’s Who of the Internet Marketing World” and includes Armand Morin, Mark Victor Hansen, Frank Kern, Alex Mandossian, Joel Comm, Stu McLaren, Jeff Walker, Brad Callen, Kirt Christensen and Jack Canfield.
Ray has written thousands of pieces of copy – radio commercials, TV commercials, direct mail pieces, one-sheets, fliers, brochures, billboards, music-on-hold scripts, training manuals, corporate policy and procedures, web site copy, and email marketing campaigns.
He speaks frequently at seminars on copywriting, promotions and marketing, for professionals in those fields.
(01:45) Ray’s background
(03:38) Was there a moment, or series of moments, in your life that was the catalyst for the success in your life?
My assignment while I’m here was to make the most of what I had been given and help other people.
The real stuff to be focused on was how can I serve, how can I fulfill my purpose and how I can do it with excellence and enjoy the process.
We have the ability to choose our response to anything that happens.
(08:31) Do you believe that your ability to be resilient in that situation is an inherent trait, or can be learned?
(09:54) What are these principles that they can use to potentially build this sort of resilience or use these moments to their advantage? Is there something for you that helped you transition from that tendency to be a victim to “I can turn this into a positive.” Is there one thread that you can help the audience with?
There are people who need you to not be so inwardly-focused. The more outwardly-focused you become the more you come in service of other people and you focus on what can I do with what I’ve been given, whatever that is. How can I use the talents that I’ve been given, to serve other people in the maximum, most beneficial way. It’s impossible to be depressed when you’re thinking in that way.
(12:07) Why don’t we transition into copywriting. We’re using copywriting all the time to tell our stories, and the stories that we want to tell to persuade. I wonder if we could get your definition of copywriting because there’s many out there, and why is it important?
Copywriting is the effective use of persuasion in communication.
(13:45) What would you say to people who may believe a negative impression of the word persuasion? What is the difference between persuasion and manipulation?
(14:38) When we’re talking about copywriting, can you give an example, or a couple of examples of great copywriting, that has a huge influence in our lives and how important it was?
(17:02) What made you become the brand in effective copywriting?
(20:44) Let’s talk about the course that you have. It’s Copywriting Academy: Writing Copy That Sells. What are people going to learn in this course? What’s the framework, the structure in the course?
PASTOR Framework to get your customers to make a buying decision
(25:14) What book(s) most influenced you in your life, and why?
Atlas Shrugged by Ayn Rand
Question with boldness even the existence of a God; because, if there be one, he must approve of the homage of reason, more than that of blindfolded fear. (Thomas Jefferson)
(28:12) When you think of the word successful, what comes to mind?
Fulfillment. Success is the progressive realization of a worthwhile goal. (Earl Nightingale)
28:35 If you could have dinner with one person you admire, past or present, who would it be and why?
online course: Copywriting Academy: Writing Copy That Sells