Social Media Marketing World 2018 was another great event! I could not think of a better way to start than to sit in on a workshop session with Ray Edwards. Just prior to attending SMMW 2018, I had just finished reading Edwards book, How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often. I was eager to hear more.
One of the first things I learned was that Ray Edwards has his own podcast called The Ray Edwards Show. I just finished signing up for it.
Who Really Wants to Sell
Edwards asked us, “How many want to sell but feel uncomfortable?” I know personally that this is not my strong suit. Edwards stressed that writing copy should be primarily focused on developing connections and relationships. It should not be about selling stuff.
Edwards Formula
Edwards shared his formula with us.
80% should be about relationship building. As one wise leader once told me, it should be about “friend-raising before fundraising”.
Everything we do from using social media to networking should be focused on making friends and developing relations.
We are working on creating the conditions where others get to know – like – trust us. This takes time. Edwards challenged us to meet 10 new people at SMMW 2018 as well as foster the connections we had already made. I am making a concerted effort to sit down with connections I have made on a regular basis to have lunch.
While talking to customers, take time to truly listen to what they are saying and use what you learn as you write copy.
15% should focus on the cost of not solving the problem. We need to help people understand the costs of not implementing a solution. Stories are a great way to illustrate the point.
3% should focus on the urgency of buying now. Edwards recommended the book Influence to help understand this point. I just picked up the book. I will let you know what I think and how it may help you.
2% should focus on the actual sale. This can be hard to do for some people, but it is essential to get your calls to action in the copy. Edwards shared that it is hard to do because we have been conditioned by mom to not talk to strangers and to not discuss money. We are asking strangers for money 😉
Crucial Keys
#1 – Connect. We Have to Get to Know Our Customers and Ideal Customers. When We Write Copy, We Have to Join the Conversation Already Taking Place in the Reader’s Mind.
#2 – Content as Copy. Content We Write Must First Be Useful Information. We Must Always Be Helping to Solve Problems. We Must Create Value First and Give It Away. the Best Copy Is Content That Helps Them Whether They Buy or Not.
#3 – Construct Copy Using a Framework. Edwards 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
#4 – Captivate. People Want to Hear Stories. Research Has Shown That Stories Are Remembered Far Longer Than When Facts Are Presented Without a Story Context.
Book Recommendation: How to Tell a Story
#5 – Commit. Commit to Copy. Commit to Testing. Commit to Improving. Commit to Serving.
I am confident that many of the people I am following have been influenced by Ray Edwards. His perspective about writing copy and content is very much in line with my ideas. I believe it is important to share value freely. This was a great session to start the conference.
Additional Reading
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