The 2 Most Important Words in Copywriting

…they are: “So what?”

If your copy provokes that reaction in the reader, you lose.

Make sure your copy — and all your marketing — passes the “so what” test.

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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