What Copywriting Really Is

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 asperations
  • [14:30] S - Story, struggle, solution
  • [15:07] T - Transformation and testimony
  • [16:18] O - Offer
  • [17:30] R - Request a response

Links

https://trainwithray.com - If you're serious about becoming a stellar, in-demand copywriter, check out this page

https://goinswriter.com/hey - 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!

How You Can Help

Subscribe to the show in iTunes and give us a rating and review. Make sure you put your real name and website in the text of the review itself. We will definitely mention you on this show. We are also on Stitcher.com, so if you prefer Stitcher, please subscribe there.

Connect with Ray on Facebook, Twitter, and Instagram

Visit Ray's community on Facebook – This is a friendly group of writers, entrepreneurs, and coaches who share ideas and helpful advice.