Ray Edwards > Quotes

“You’re at the point of decision. You can either continue down the path of least resistance, the path you have already been traveling, or you can choose the road less traveled. The path of least resistance will probably result in you getting the same outcomes you’ve always received. But if you want something different to happen, if you want to change the direction of your health (or your relationships, or your finances, etc.) you’re going to have to do something different. Make a new choice, and pursue your new outcome.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“by the time they’re done with your copy, they need to see that the only way they can reasonably expect to get to that end state is... by using your product.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“There’s one principle we know about the psychology of selling for sure: the confused mind decides nothing.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“As Zig Ziglar often said, “Selling is essentially a transfer of feelings.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Selling is essentially a transfer of feelings.” —Zig Ziglar”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“World’s Best Workout... In Just 4 Minutes”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“If you can find your own Dominant Story Idea, and build your sales copy around it, you’ll almost certainly increase your sales and profits.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“What are three powerful ways you can Prove Your Product Works?”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Advertising, and by extension copywriting (which is the writing of ads) is simply salesmanship in print.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“young lawyer passes”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Dominant Story Idea: college math whiz uses his skills to beat the Vegas casinos... gets seduced by the dark side, and gets into trouble with some very bad guys.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Proof the product “works:” you do this in the ways we’re familiar with: testimonials, case studies, before-and-after photo and video, screenshots, etc.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“The principles behind the 4 minute workout and how you can start using them right now to build your strength and endurance.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“In this Special Report, you will learn the amazing (but true) story behind the world’s fastest workout. You’ll discover: • How this method of “fast exercise” was discovered, and how scientific testing has proven it to be effective. • The “miracle transformation” that took the method’s inventor from 300 pounds to 160... lowered his blood pressure... and took 30 years off his biological age (and how you can do the same – or better).”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“we see Mitch McDeer”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“So, just for the moment, let’s think of your product as the movie. And let’s think of your sales copy as the “trailer.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“You must speak to the person, expose the problem you are helping solve, and make a clear connection to the pain the problem causes. Person, problem, pain.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Help your prospect see the real long-term consequences of ignoring their problem. You must make them aware of the price of indecision.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Rapport demonstrates that you know the reader’s pain, that you understand his or her problems, and that you have some common experiences that you can share that proves you understand his or her pain.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“USING THE DSI TO CREATE WINNING SALES COPY”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“More specifically, watching movie trailers.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Now you know what will set your campaign (or sales letter, or product launch) apart from all the others: it’s your DSI.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“the psychology of selling for sure: the confused mind decides nothing.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“So how do you find your own unique DSI? This is the part I can’t put into a formula for you – you’ve got to do the work yourself. But here are some tips that will help you...”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“The secret of great movie trailers – and of great sales copy – is something I call the Dominant Story Idea, or “DSI” for short.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“multimillion”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Proof the movie “works:” we’re shown Kevin Spacey, Kathe Bosworth and Laurence Fishburn (proven actors we love)... some very compelling scenes (tightly edited)... and in the background we’re anchored by the sound of the Doors singing “Break”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Any [YOUR AUDIENCE] can [SOLVE THEIR PROBLEM] by using [YOUR PRODUCT], because [HOW IT SOLVES THE PROBLEM].”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“The best and most successful movie trailers do three things without fail: • Give you the Dominant Story Idea (DSI) • Offer a sample of the feelings you’ll get from the movie itself • Provide proof that the movie “works”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often

“Let me be clear about this: you need to place a dollar cost on this failure to solve the problem when at all possible.”
― Ray Edwards, How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often