How to Write Copy That Sells, not a long book, is packed with great advice. The information shared spans 164 pages and twelve chapters. The book focuses on writing copy as the title indicates. The copy can take the form of a sales letter, a sales page, or other printing with the intent of selling.
Edwards outlined his framework for copywriting as well as emphasized details necessary to make the framework successful across the twelve chapters. His framework is P.A.S.T.O.R.
- “P” is for Problem
- “A” is for Amplify
- “S” is for Story and Solution
- “T” is for Transformation and Testimony
- “O” is for Offer
- “R” is for Response
I can see that they closely follow the P.A.S.T.O.R. framework as I look at sales pages for some of the courses successful entrepreneurs I follow are selling. All of the elements are noticeably present.
In How to Write Copy That Sells, Edwards shared tips for writing a perfect sales letter. Each of the chapters then dug deeper into the topic such as writing compelling headlines and bullets.
Edwards also included a sizeable chapter on writing e-mail messages that lead to more sales. He provided tips for building email lists that people want to be a part of.
He added a chapter that likened email and sales letters to movie trailers. The idea is to get people excited about the upcoming opportunity.
I had the pleasure to see Ray Edwards present at Social Media Marketing World 2018. During this presentation, Edwards stressed that copywriting was about creating relationships and helping others solve their problems. This is what I found attractive about his message. The majority of copy should be about making the world a better place.
How to Write Copy That Sells is a book that I will keep close to me as I improve my web pages and marketing messages. I would encourage you to pick up a copy of this book if you have your hand in sales of any kind.
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