Recent Posts From Ray Edwards/Copywriting/What Copywriting Really Is

What Copywriting Really Is


Monday, December 12, 2022


Ray Edwards

For this week's episode, I wanted to get back-to-basics and give you the nuts and bolts explanation of who I am and my philosophy of writing persuasive, direct-response copy.

I had done this already for someone else's podcast back in 2018 as a guest host. That someone was the great Jeff Goins, and he gave me permission to use that audio for this week's episode.

I have a ton of respect for Jeff and the work he puts out, so if you're not familiar with him, I recommend you check out his blog, best-selling books, and podcast. You'll find the links below.

If you're a regular listener of my podcast, this week's content will seem familiar, but I encourage you to jump in for a succinct review of the copywriting process; specifically, the P.A.S.T.O.R. framework. This universal framework (to sell products, services, or even ideas) gives you a starting point for every piece of copy you'll ever write.


[01:55] Get to know Ray
[02:56] Ray's career in broadcast radio
[04:19] What is Direct Response Copy?
[06:45] The value of good copy
[07:29] What is copywriting and why does it matter?
[08:26] Everything is copy
[09:38] The P.A.S.T.O.R. Framework
[10:24] P – Person, problem, pain
[12:47] A – Amplify the pain, give aspirations
[14:30] S – Story, struggle, solution
[15:07] T – Transformation and testimony
[16:18] O – Offer
[17:30] R – Request a response

Links – If you're serious about becoming a stellar, in-demand copywriter, check out this page – This is Jeff Goins's new podcast called Hey Creator which I highly recommend. While you're there, make sure you check out his blog and his best-selling books. This is the kind of stuff your entrepreneurial brain needs!

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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


Hi, I'm Ray Edwards

Bestselling Author

I teach thought leaders, entrepreneurs, and business owners how to write the words that sell their products, services, and ideas.



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