In this episode, Mike is joined by Ray Edwards. Ray is a communications strategist and author of How To Write Copy That Sells. Ray is also the host of the Ray Edwards Show. 

Questions Answered:

• How do we create the same type of sales experience when we are not in the room?
• What can we learn from movies about writing copy?
• Does it make sense to be deliberate about the copy you write for videos?
• What can folks do to get better at writing copy?

Key Takeaways:

• It is better to think it through than shoot from the hip.
• If you know your customers well enough, you can write to that avatar. You can write copy to speak to the issues you believe affects all of your clients.
• Think of your 5 best customers, are they exactly alike? Likely not.
• Answer enough in the Sales page to cover the questions and objections they may have.
• Through technology, we can deliver a different sales page to everyone that visits the website.
• Intent has everything to do with whether what you’re doing is manipulative and exploitative or whether it’s service.
• Trailers are super short version of long form art.
• The best movies always have an intriguing open and expectations are set that there is a problem to be solved and throughout the movie, we are going to solve it.
• Movies leave a lot of open loops/questions.
• Well made movies close the loop at the end.
• When doing video, have bullet points, key phrases. Do practice runs.
• If you are going to write anything down for a video, write the beginning and the end.
• Goal - be finished speaking before they are finished listening.
• Find a good process for writing copy.
• Record yourself giving the presentation and have it transcribed.

Show Links: 

• www.rayedwards.com 
• How To Write Copy That Sells on Amazon

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