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3 Ways To Write Copy That Connects


Monday, December 12, 2022


Ray Edwards

You want to write copy that converts, but how can you do that? Remember this: Before conversion comes connection. You need to connect with your audience before you start pitching them. In this week's episode, I'm giving you three ways to do exactly that.


Spiritual Foundations

Do Not Boast About Tomorrow.

“… we know that all things work together for good to those who love God, to those who are the called according to His purpose.”

Romans [8:28] (NKJV)

Many verses of the Bible seem a little vague (hence all the various denominations of Christianity), but this one is crystal clear.

As a believer, I find comfort in this verse during the bad times. If I don't see the good in what is happening in my life, I simply need to remember that the story isn't over. In other words, in the end, I will see the good.

Tip of the Week

My tip this week is for a free app called Threads that is available for both IOS and Android.

This is the tool to use when you want to add close captioning to your Instagram stories (which, for the record, I do on a daily basis right here).

Why closed captioning? Because not everyone scrolls through Instagram Stories with the volume up and having the text on the screen entices them to either turn it up or read it. How do I know this to be true? Because my engagement has increased since I began using it.

If you're posting videos on IG, I highly recommend you get this app.

Feature Presentation

3 Ways To Write Copy That Connects

I don't just write copy, I teach others to write copy and often my students and I review some of their material that flopped. In almost every case, the basic problem is the same: They failed to connect with the reader on a personal level. Their words were…just words.

First connect. Then convert.

Here are three ways to get it right:

1. Pay attention to what your market is talking about.

Whomever your intended audience is, do your homework and get to know them. Try to learn not only the relevant joys, pains and everything in between, but also learn their specific language well enough to echo it back to them in your copy.

2. Help them feel understood, appreciated, justified, safe and vindicated.

Okay, there is a lot going on in that sentence, but it isn't complicated. It goes back to remembering who you're talking to. For instance, I've never been in combat, but I've written some powerful copy for our combat veteran heroes. How could I do that if I've never experienced the battlefield? I took the time to listen to their stories…to make an emotional connection, to empathize as much as possible.

3. Be interesting especially when you’re talking about boring things (be different by not being the same)

It would be great if every story we had to tell were filled with action heroes, narrow escapes and surprise endings, but that ain't so. You have to find a way to make the story interesting even if the subject isn't. There was a time when no one would have considered making a funny car insurance commercial. What's funny about car wrecks? Nothing. But, put a caveman in a suit and tie and now you've got my attention.

How You Can Help

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Ray Edwards

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at


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