#21: Ray Edwards, copywriter and communications strategist who has worked with Tony Robbins and Jack Canfield, on compelling copy

Ray worked as a copywriter for radio for 30 years. Now he helps copywriters become business owners. Tune in to hear the expert’s advice for how to avoid a common copy mistake and how to produce persuasive copy.

Listen to this episode on iTunes

What was your biggest insight from this week’s episode? Let us know in the comments or on Twitter @influencer_inc.


An influencer has a particular expertise or specialization and is respected by a group of people for that knowledge.

Ray was in the radio business for 30 years and wrote thousands of ads. Today he teaches copywriters to create businesses.

Ray works with a small remote team of five, who are full-time, and a bunch of contractors.

Copywriting is writing to persuade — to sell a product, idea, or service.

Tip for writing copy: Put yourself inside the head of the person you’re writing to.

Common mistake: Copying someone else’s copy.

To write in the voice of the client, read many things they’ve written and have long conversations with them, recording them as they speak. Take note of the way they frame things, the words they use.

For any product that is not an impulse buy, long copy almost always wins over short copy.

Things Ray would do differently if he had to start over…

  • Create his own products earlier
  • Make deals where he shared in the success of the product over time

Favorite Five

  • Book: The Stand by Stephen King
  • Influencer: Michael Hyatt, Tony Robbins, Jack Canfield, Jim Rohn, Claude Hopkins, John Caples, Robert Collier, David Ogilvy
  • Conference, group, or event: Social Media Marketing World
  • Preferred social network: Facebook & Twitter
  • Tool that you can’t live without: Cannon DSLR camera, Macbook Pro, Heil PR40 microphone