How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often

Author: Ray Edwards
Overview

How to Write Copy That Sells by Ray Edwards is a practical and actionable guide to crafting persuasive copy that drives sales and builds strong customer relationships. Edwards, a leading copywriter and marketing strategist, shares his proven methods for creating compelling messages that convert readers into buyers.

This book serves as a comprehensive blueprint for beginners and professionals who want to improve their marketing and sales copy—whether for email campaigns, websites, landing pages, ads, or social media posts.

Key Takeaways

1. The PASTOR Framework:
   Ray Edwards introduces his signature copywriting formula, “PASTOR,” which guides you step by step through writing high-converting copy:

   • P: Problem—Identify your audience’s pain points.
   • A: Amplify—Highlight the consequences of not solving the problem.
   • S: Story/Solution—Share a story or introduce a solution to the problem.
   • T: Transformation/Testimony—Show how the solution transforms lives and provide testimonials.
   • O: Offer—Present the offer clearly, including benefits.
   • R: Response—Encourage immediate action with a strong call-to-action.

2. The Power of Headlines:
   Edwards emphasizes crafting attention-grabbing headlines that immediately hook readers and promise a clear benefit. He shares proven headline templates to make your writing stand out.

3. Understanding Your Audience:
   Successful copy speaks directly to readers’ desires, problems, and emotions. Edwards teaches how to research and identify your audience's needs to create targeted, irresistible messaging.

4. The Psychology of Persuasion:

   • Use emotional appeals to connect with readers.
   • Combine logic (features and facts) with emotion (benefits) to motivate action.
   • Leverage social proof, credibility, and scarcity to drive conversions.

5. Creating Irresistible Offers:
   Edwards shares strategies to make your offer too good to refuse. This includes adding bonuses, guarantees, and risk-free elements that reduce objections.

6. Email Marketing That Works:
   The book dives into crafting emails that people want to open, read, and act on. Edwards provides templates and examples of effective email sequences.

7. Calls to Action (CTAs):
   A clear and compelling CTA is the key to converting readers. Edwards shows how to write CTAs that inspire immediate action.

Who Should Read It

This book is perfect for:

• Entrepreneurs and Business Owners who want to market their products and services effectively.
• Copywriters looking to refine their skills and boost conversions.
• Marketers who need step-by-step systems to write better copy.
• Anyone Selling Online—including coaches, course creators, eCommerce sellers, and freelancers.

Why You Should Read It

• Actionable Framework: The PASTOR formula simplifies copywriting, making it easy for anyone to write effective sales copy.
• Proven Strategies: Ray Edwards draws on years of experience to deliver techniques that work in real-world marketing.
• Practical Templates: The book includes templates for headlines, emails, offers, and CTAs, so you can apply lessons immediately.
• Timeless Principles: Whether you’re crafting print ads, web copy, or social media posts, the strategies are universally applicable.

Famous Quotes

1. “Copywriting is not about being clever or cute—it’s about being clear, concise, and persuasive.”
2. “The key to great copy is to speak directly to your customer’s desires and dreams, and to show them how your solution can transform their lives.”
3. “People buy transformation, not products or services.”

Conclusion

How to Write Copy That Sells is a step-by-step guide that simplifies the art and science of writing persuasive, high-converting copy. Ray Edwards breaks down proven strategies into easy-to-follow steps, helping you write sales messages that resonate with your audience and drive results. Whether you’re a business owner, marketer, or aspiring copywriter, this book will transform how you write—and how much you sell.