"Ray Edwards on Copywriting, Internet Marketing, Product Launches - and how to make your business more profitable in any economic environment. "
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By Ray Edwards | January 7, 2010 A million reasons.
Most notable: people don’t read them.
Marketers, take note.
Because if people don’t thoroughly and attentively read the instructions that come with something they’ve already paid for… what makes you think they’re going to thoroughly and attentively read your ad?
Something to think about.
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By Ray Edwards | December 30, 2009 We like to think we make our decisions based on logic and reason.
But as Jonah Lehrer observes in his book “How We Decide”, the evidence suggest our decisions are based on completely irrational factors. We do, it turns out, judge books by their covers.
In the context of marketing, this fact is fairly important to remember.
While none of us like to think we salivate on command like one of Pavlov’s famous dogs, we do act impulsively in response to certain colors, language patterns, and page layouts.
The question to ask yourself is: what response does my current marketing elicit? Buying behavior – or something else?
I suggest that in most cases, the answer is the latter.
If you think you’ve got this all taken care of, watch what “regular people” (aka your customers) do when they visit your site… and be prepared to be shocked.
What people actually do at your website is probably quite different than what you think they do.
The kind of exercise I describe above is called a “usability study” – and they can be quite expensive if you have a professional conduct the study.
The good news is you can conduct a “do it yourself” usability study inexpensively.
Jakob Nielsen is the guru of usability, and has a very simple “discount usability” model you can follow.
It’s worth the effort.
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By Ray Edwards | October 7, 2009 Just when I thought I’d seen it all…
I came across a website today for something called “Laughter Yoga”.
My first question was, “What the heck is ‘laughter yoga’?”
Turns out it’s exactly what it sounds like.
People get together in a Yoga-class type setting, and they LAUGH.
There’s even a “Laughter Yoga Home Study” set, which is a bunch of DVDs that will set you back $195.
I kid you not.
Now after a little Google research I found out that doctors and patients say that this weird kind of yoga relieves stress and anxiety and could even strengthen the immune system.
It seems kinda like a stretch to me, but a lot of people swear by it and are willing to pay their hard-earned money for it.
Just Google “laughter yoga” and you’ll see what I’m talking about.
So what can we learn from this?
It’s just this: making money is simple if you remember that all people really want is to FEEL BETTER.
I mean, c’mon.
If people will pay $195 to earn how to do “laughter yoga”, doesn’t that say a lot about what people really want?
How about diet books?
We all know (don’t we?) that most people who buy diet books (or “get out of debt” books, or “get a better relationship” books, etc.) don’t every really lose weight (or get out of debt, or get a better relationship, etc.).
So why do they buy those books?
TO FEEL BETTER.
The book makes them feel better about themselves. It makes them feel like they COULD go on the diet, or the budget, or whatever.
Now, I think your product or service should provide real value. So that if your customer actually USED the product they would get the result.
But you should also think about making certain that your product itself provides a way to feel better.
And for darn sure, you’re marketing and sales material should absolutely make the prospects feel more positive, more focused and more hopeful.
While I don’t think any of us should be selling “false hope”, I definitely feel we should be selling “hope”.
Because hope makes people feel better, and that is ultimately what most human beings want.
Just to feel better.
That’s what I think – but what do you think? Is is good to sell “hope” to prospects… to make them feel better? Post your comments below…
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By Ray Edwards | October 4, 2009 Friday in Allentown, a robber walks into a Wachovia bank branch in Allentown, PA.
Intends to rob the place.
Picks a 78-year old bank teller as his target. I guess he figured she would be a pushover.
Boy was he wrong.
Our Spunky Septuagenarian, whose name is Helen Roth, gave the robber a piece of her mind – but didn’t give him ANY money.
She told him to scram.
And that’s what he did.
Here’s The Million-Dollar Question
I wonder… if it was me, would I have done what Helen did?
What about you?
Sometimes all we can do in a scary situation is the brave thing. That’s what Helen did.
And you know what? This danged recession is just like that robber.
Wants to take our money. Unfairly.
Already has taken some people’s jobs and businesses.
But in my heart of hearts, I don’t believe we need to give in. I think the WRONG ANSWER is to start shaking in our boots, handing over the money bags to Mr. Recession as if he were a gun-toting bank robber.
Because there ARE answers, Faithful Reader.
How To Deal With A Robber Named Recession
In today’s world, you have a power never available in previous recessions – you have the Internet.
You can start a new business on the Internet. With less than $100.
There are dozens of ways to make a very good living online. Such as:
And the list could be much longer, but you get the idea.
OR…
You can save your EXISTING business using the power of the Internet. No traditional advertising required. How?
Just use some basic direct response techniques to give your business a “cash infusion”. (This is a bit more complex than the first option I mentioned, but there’s plenty of information out there on the danged ol’ Internet on how to do this, much of it on this very blog, and teaching you that stuff was not the point of this missive anyway).
So what is my point?
Simple.
Stop trembling behind the counter.
Stop making excuses (”I’m too old”… “it’s not fair”… “I don’t know what to do”…) and just, if I may be permitted, have some guts.
If the recession is robbing YOU of sleep, peace of mind, or money…
…look that robber in the eye and say, “Not today, Mister. Get outta here!”
Helen will applaud you.
And so will I.
‘Nuff Said,
Ray
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By Ray Edwards | May 13, 2009 
Funny story.
Back in my radio days, one of the shows I was in charge of was a morning radio team.
And this particular morning team had a regular feature where a couple of psychotherapists woud come on each week.
When I say a “couple”, I mean it. They were actually a COUPLE, and they were both actually THERAPISTS (can you imagine the dinner table conversations?).
Anyhow, I knew this couple only as characters on this particular morning show. “Judith and Jim” was how I knew them. And I knew only their voices.
Fast forward a few years later.
I had left the radio business, and was at an Internet Marketing seminar.
During one of the presentations, I noticed this couple sitting near the front, and I noticed they were asking lots of questions. And their voices sounded familiar. And their names were… Judith and Jim.
We connected for the first time in person, and we’ve been friends ever since. (Okay, so it was “funny” as in “coincidence” and not funny as in “LOL”).
To continue my story…
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By Ray Edwards | April 17, 2009 I was working on a post about why it’s better to take the high road in your marketing, and during my research I came across a post by Seth Godin that says it so well, I realize I don’t need to write the post.
I just need to point you to this one: Seth Godin on taking the high road.
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By Ray Edwards | March 4, 2009 If you (or your company) vanished from the landscape tomorrow, would anyone notice?
I’m not talking about your death here – just your business (or service, if you’re a provider of things like copy, graphics, design, etc.).
Oh sure, your clients would notice for a moment. Or a day.
But how about a week later?
What about even after they had found your replacement?
Would your clients look back a year from now, sigh, and lament the loss of your business or service?
This is a question you might contemplate quietly, in your “secret heart”. You know the answer already. And if the answer is, “They wouldn’t miss me much”… it’s time to go to work.
The best way to ensure your prosperity is to matter. To make a difference.
I’m not talking about “making a difference” in some cotton-candy-dreamy-fuzzy-feel-good kind of way. I’m not talking about charity work (though I believe that’s important, it’s a different discussion). I’m talking about adding so much value (in real, measurable ways) to people’s lives that if you went missing, they would notice. And they would be sorry. Over the long term.
Making a difference is the single best strategy for you and your business in today’s economy. Or any economy, for that matter.
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By Ray Edwards | January 28, 2009 In the Internet Marketing world, a 10% conversion rate is often considered outstanding.
But is it?
Not really.
Online retailers do much better.
Check out Futurenow’s posting on “the top 10 converting websites for December 2008“.
Here are the top five:
1. ProFlowers 31.1%
2. LL Bean 25.7%
3. Amazon 23.7%
4. VitaCost 23.0%
5. Coldwater Creek 22.4%
Hmmm.
What do they know that you don’t? Something to think about.
If you’re not already getting at least 10% conversions, I suggest reading this site.
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By Ray Edwards | January 13, 2009 
The Story: It’s not necessary to get into complex theories or ideas about how to grow your business, because there are only three ways to do it.
The Point: To get a surge in business, pick one of the 3 ways and do it with intense focus for 7 days.
3 Ways To Grow Your Business:
1. Get new customers.
2. Get your customers to pay more per purchase.
3. Get your customers to buy more frequently.
Click for the Podcast Audio:
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By Ray Edwards | January 1, 2009 
It’s the first day of the New Year.
I should be working on other stuff.
For instance, I have 8 more small business profit boosters to write for you (I’m up to #13 and I promised 21). But…
I felt compelled to write this post instead.
I’ve been reflecting on who I owe my success to in the copywriting and internet marketing world. Because you know, none of us do this on our own. I’m not an island. I’ve been helped by a number of people along the way. And as we move into the new year, I want to publicly thank and acknowledge a number of them.
Disclaimer: making a list like this always opens up the risk that I’ll leave someone out. If you have helped me, and I somehow forget to mention you, remind me privately and I’ll add your name to the list.
Armand Morin. Armand is the guy who has taught me the most about Internet Marketing, and he pushed and prodded me to create my own info-products (I went from zero to over 20 in less than a year) and to get serious about my speaking career. Without a doubt, I recommend Armand’s Big Seminar and his Internet Marketing Newsletter.
Alex Mandossian. Alex taught me how to use Teleseminars to build my business (even though I was a copywriter at the time, my first year using Alex’s techniques easily made me over $100,000). He’s also a man of deep integrity.
Brad Callen. One of my top clients, I am actually involved in a site with Brad and his brother Matt. These guys have been with me as clients for a long time now, and have been a great encouragement to me.
Willie Crawford. One of the first friends I made in this business. Willie and I had some pretty amusing adventures together.
John Carlton. Possibly the world’s greatest living copywriter. I have learned so much from John, I can’t even begin to tell you. I attended a seminar once just so I could buy his “mother of all offers” where he sold a $5,000 box of his materials. Pay attention: I went to a seminar so that I could spend $5,000 with John. That ought to tell you something. I had the privilege of hanging out with John in Vegas recently, and it was the highlight of my trip.
Harlan Kilstein. Killer copywriter and Carlton’s top student, Harlan is also a master of hypnosis and NLP. Harlan taught me how to get paid what I’m worth as a copywriter. Seriously. After attending one of his seminars, I TRIPLED my fees. Thanks Harlan.
Matt Bacak. One of my top clients, Matt was one of the very first people to hire me to write copy. We met because I saw him sitting in the bar… with his laptop! I knew he was a kindred spirit. We’ve done some great things together (recently we did a $3.5 million promotion), and I’ve learned a lot from Matt. He’s also been a good friend.
Mike Litman. Mike was the first Internet Marketer to pay me for copy. He paid me a scandalously low amount of money. When he ordered 2 more sales letters from me, he coached me on raising my prices – on his project! His was the first IM event I ever attended, and it’s where I met my long-term friends (and now clients) Armand Morin and Matt Bacak.
Mike Stewart. Mike showed me “lifestyle business” at its best when he invited me to spend a couple of days at his lake place in Georgia. We played around on the lake, ate a lot of good food, and created a new video product (on copywriting) in his home studio (said product to be released soon).
Frank Kern. I’ve learned a lot from Frank, and he’s hired more than once to write copy for him. Frank gave me my all-time favorite testimonial (it’s a bit off-color, so I won’t quote it here). It’s through Frank I first met John Carlton, Sarkis, Neil Strauss, and a bunch of other “fancy people”. And Frank recommended me to Tony Robbins for some copywriting work – so how could I not acknowledge Captain Kern?
Ed Dale. I actually met Frank Kern and Ed Dale at the same time. They had hired me to write copy for their Underachiever Conference before we ever actually met. What endeared me to Ed first was his love for all things Apple. Instant bonding. And Ed actually gave me the testimonial that ties with Frank’s for my all-time favorite. Since it doesn’t contain the “F Word” I’ll quote it in full: “Ray, I bless the day your copy met my bank account”.
Jeff Walker. The creator of the Product Launch Formula, Jeff taught me the art of Product Launches. I was one of the first customers for the original PLF, and ended up in Jeff’s high-end Platinum Coaching group. Jeff coached me through my first launch (of my own product). Jeff had made me… well, a lot of money. And he’s also a good friend. Jeff credits me with being the first person he’s ever actually paid to write copy for him. I can’t thank him enough for all the guidance, encouragement, and generosity he has shown me.
Jon Walker. Jon is Jeff’s brother. I actually got to know him before I got to know Jeff, and I count Jon as one of my very favorite people. He’s kind, diplomatic, and has a razor-sharp business mind. He is truly one of those “guys behind the scenes” who is responsible for some big stuff in the online world. Jon has given me some invaluable counsel, advice and insight on my own business, and he’s one of the people I love to bounce ideas around with.
Michel Fortin. One of the first people I got to know in the copywriting world, I owe Michel several debts of gratitude. I’ve learned a lot from him about copy, marketing, and online technology (Michel convinced me to migrate from Movable Type to Wordpress, for instance… and was at least partially responsible for getting me hooked on Photoshop). He’s also helped me navigate through a couple of difficult situations, and has unselfishly helped me grow my business.
Sylvie Fortin. Sylvie is one of the most vibrant, determined and principled people I know. She has the courage to speak her mind even when it might be unpopular to do so. I am astounded by her willingness to share personal challenges publicly so that others may benefit. And her keen insight played a crucial role in rescuing me from total burn-out in 2008. Really. I love Sylvie Fortin for these reasons and more.
Craig Perrine. Smart, funny, intelligent, and willing to encourage me in my tendency to sit in the back of the room and cause trouble, Craig is a great friend and a smart marketer.
Kirt Christensen. One of the first people I bought an information product from, Kirt agreed to meet with me not knowing for sure whether I might be a stalker. We ended up become friends and business partners. Kirt helped me form my pursuit of the ideal business: working 20 hours a week and making $100,000 per month. That’s not too much to ask, right?
Eric Graham. I’ve never met a person more dedicated to rigorous scientific testing of copy, marketing tactics, and web page factors. Eric takes the “voodoo” of marketing and makes it science. From him I’ve learned discipline and tenacity. Plus, he flies stunt planes. Yep, upside down, loop-the-loops, and all that stuff.
Christina Hills. Christina is the CEO of “Shopping Cart Queen” – a company that educates online businesses on how to use their shopping cart software. They also teach a lot more stuff, including other software and systems. Christina was crucial to my first product launch coming off well, and she’s helped me in a pinch on more than one occasion.
Stu McLaren. Stu was one of my early clients. I wrote the copy for his Idea Incubator Seminar. I was so excited by it I decided to attend. Stu and I became friends, and through him I met Stephen Pierce, David Frey, Alex Mandossian, Jeff Walker and many others. Now Stu not only is a big-shot Internet Marketer but is now working with his wife Amy to change the world. Bravo!
Mike Filsaime . I met Mike before he was “famous”. We had a conversation outside the seminar room in Denver where Mike told me the story of this new product he was creating called “Butterfly Marketing”. We have remained friends over the years, and Mike recently had me work on the “7 Figure Code” launch with him (which was a blast).
Tom Beal. Tom and I were in a Mastermind Group together for a while, and when we met through that group I only had a vague idea that he worked with Mike Filsaime. Tom and I have laughed together, hung out in the back of many a seminar room, and worked together on a few projects. I count him as both a friend and a great marketing mind.
Joel Comm. Joel and I knew each other a while before we ever did any work together. Joel has been a true friend, and has done a lot to help me as a person and on a business level. Joel got me my publishing deal, invited me to be a guest expert on The Next Internet Millionaire, hired me to write copy, and has been a true supporter.
Andy Jenkins. You know him as the StomperNet guy – and so do I. I’ve written some copy for the Stomper guys (Andy and Brad Fallon). Andy has been encouraging, enthusiastic, and promoted me in places where it counted.
Rich Schefren. Controversial, smart, challenging, and able to wear you down. And that was just my first dinner with Rich! Rich is not only a client, he’s one of the people I’ve learned some of my most valuable business lessons from.
Brian Johnson. You may know him as Schefren’s right-hand guy. I know him as a trustworthy friend and tireless supporter. He’s also a guy who will be there to get the job done, even when other people have gone home.
Ryan Healy, Ben Settle, John Angel and Daniel Levis are all part of a secret mastermind group I belong to. The weird thing is we’re all copywriters. And it’s one of the most profitable and enjoyable groups I’m a member of. This group has been referred to as “The Five Horsemen of the Copywriting Apocalypse”.
Jeanette Cates. She’s organized, she’s diligent, and she’s one of the best teachers I’ve ever met. She’s also fun to hang around with.
Dave Bernstein. One of the first products I ever created, I created with Dave. He’s absolutely nuts about all things audio. And he is smart enough to live where it’s warm all year.
George Callens. George works with Armand to run a $25 million dollar a year company and makes it looks easy. He’s on top of things, he’s in charge, and he’s one of the most stunningly competent people I know. George has helped me sort through some important challenges in my business.
Chris & Jim Howard. I’ve been friends with Jim & Chris just about as long as anyone in this business. They are a continuous inspiration, and “go to” people when I need help or advice.
Dr Mike Woo-Ming. He’s a friend, he’s a client, and he’s an International Man of Mystery.Remember that time you rented that house in Vegas and we all hung out there? That was awesome.
Howie Schwartz. One of the smartest and funniest people I have ever met and someone I am proud to know and call friend.
Yanik Silver. Brilliant marketer, tireless entrepreneur, and peerless promoter. I love the Underground Seminar, and his YSS is brilliant. I’m also inspired by what he’s been doing with the Maverick Brand.
Dan Kennedy. What can I say about Dan that hasn’t been said? I think he mostly invented the info-product/coaching business. He’s a writer’s writer. He lives the life he chose to live. And he seems to be a true genius when it comes to this stuff.
Jason Moffatt. Jason and I are probably about a much alike as East and West – but I count him as a friend, a keen marketing mind, and one of the very best salesmen I have ever met.
Tracy Childers. Tracy and I have held a few late-night brainstorming sessions involving large quantities of what another friend of mine calls “barley pop”. Every time I talk to him, I get about two dozen new ideas. And Tracy is inspiring in his ability to get products created, and his integrity and kindness.
Marlon Sanders. The first marketing product I ever bought was “The Amazing Formula”. It blew me away. Since then I’ve had a chance to get to know Marlon as one of the funniest, most intelligent, and most interesting people I know. Plus, have you seen this guy’s hats?
David Frey. He’s the “gentle giant” of Internet Marketing, He’s been an encourager, a good teacher, and someone I’ve felt inspired by since we first met at Stu McLaren’s Idea Incubator.
Ken McArthur. One of my favorite clients, Ken has been another ardent supporter of mine. He’s someone who is universally loved by everyone who knows him. And he invited me to speak in Orlando in February (Disney, here I come).
Clayton Makepeace. One of my copywriting “heroes”, Clayton is one sharp guy. And Clayton is the guy about whom I have the strangest “how we met” story of all. Sorry, I’m not telling. Not today, anyway.
Mary Mazzullo. She took the pictures that make me look good. Of course, that ‘s what she does. She also got me into the mysterious “Club 33”. And she’s a true friend.
Bob Bly. The copywriter’s copywriter, a scholar, and a gentleman. Bob really got me started down this road, and one of the highlights of my career was being quoted on the cover of “Secrets of a Freelance Writer”.
Mari Smith. First she was my student (in copywriting) and now she is my teacher (in Social Media Marketing). Thanks Mari!
Seth Godin. Some of the most intense learning I ever did, I did at Seth’s office. Thanks Seth!
This post grew as I was writing it.
The truth is, there are so many people I should thank I probably could never write it all down. So please, if you don’t see your name here, don’t take it personally. I love and appreciate you — and if you know me at all, I hope you know that’s true.
Bear with me, I have a couple more acknowledgments: my business could not exist without the support of my family (both near and far).
My wife and son are the two most important people on earth to me. I love you both with complete and reckless abandon.
Finally, and most importantly, I would be nothing if not for the love and grace of Jesus Christ. Every good thing I have (or ever will have) comes from Him.
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