Hype-Free Copywriting Made Simple

hype.jpgThe Story: Most online copy is filled with hype that turns readers off.

The Point: Writing copy that sells without using hype is easy to do.

The Resource: The Copy Doctor

3 Ways To Eliminate Hype In Your Copy:

1. Talk about the reader's pain.
2. Tell relevant stories.
3. Use detail, not description.

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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 RayEdwards.com.

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  • CJ

    Ray – you’re absolutely right about using stories to sell products. I’ve been a commission-only ins. sales person for years. When I first started, I didn’t have any ‘stories’ of my own, so I borrowed them from my manager. Over the years, I’ve collected many good ones of my own some of which can actually make people gasp if I tell them just right. And that’s where audio can come in handy on your web pages – you get to tell the story with the correct timing.

    People remember your stories. They don’t usually remember the features but they will remember what your product did for someone else.

    Thanks for pointing this out to use on websites to make sales. You gave me a ‘duh’ moment!

  • LOVE THE VISUAL!!! (was that too loud?)

    And you get an “A” for timing because it’s something I’m struggling with right now on a project.

    As a rookie I’m still learning to scribe that fine line between strong emotional copy and borderline (ok, at times it’s outright) hyperbol.

    In any event, your little info-bite pushed me past a little sticking point…


  • Ray Edwards

    You “got it” for sure.

    This is why radio works so well for lots of businesses, even to this day (though it is less effective than it once was).

    Radio at its best is good at telling stories in an intimate way — something TV is getting worse at.

    This is also why YouTube is such a phenomena — at its best, you get real stories told by real people.

  • Ray,
    Are you using a plugin to give you the itunes link? Which one.

    Steve Rosenbaum

  • Ray Edwards

    Hi Steve! Hope you’re doing well. Actually, I learned a neat little trick… once you get your podcast listed in iTunes, you create the 1-click link just like you would any hyperlink… only you lead with itpc instead of http… so




    The “itpc” link above automatically opens iTunes and subscribes you to the podcast (try it and see!).

    I don’t know if there are plugins that do this or not. Hope this helps!

  • Hi Ray! Just looked up your website (and immediately bookmarked it) after listening to your contribution on Mark Joyner’s 7-Day Turnaround Plan program. Very inspiring. And your suggestions (especially about Kunaki) are priceless!

    And then this piece of info right here, about how to post your podcast on iTunes (and the info on copywriting is great too, of course)! There are a few things I wanted to put on CD and found the mere thought of the how-to too daunting to even get started. Now all I have to do is learn how to work Garageband so I can create my podcasts & CDs! Thanks so much!