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Write The Words That Sell Without Sleaze
Anyone can write heart-centered, yet persuasive sales copy, when you follow the carefully constructed system inside

Copywriting Academy 2


How to Manufacture Cash Flow on Command
According to the US Bureau of Labor and Statistics, only 30% of small businesses will survive.

Of the 70% that fail, 82% fail because of “cash flow issues.”

In other words, they run out of money.

What if I told you there was a skill you can develop that virtually ensures you will never run out of money?

What if this skill could give you the power to create cash flow on demand?

What if you could accomplish this near-magical feat at zero cost… no additional staff, inventory, advertising, or other expenses required?

Well, I have such a skill. And I have taught it to many people. Now I’m willing to teach it to you. Here’s the story….

If you’re still not making the money you want in your business… if your solo professional practice isn’t providing you with the freedom and profits you dreamed of… if your platform isn’t bringing you income… if your launches are more of a “failure to launch”…

Even if you’re doing well, but just know there’s more…

Copywriting Academy 2 solves all these problems for you.


This Proven SYSTEM Cranks Out All the Cash-Creating Copy You Need
This is not just a course, and not just a coaching program – it’s a system for writing copy.
Any and all copy you need for your business. The Academy is right for you if…

Ray Edwards – Copywriting Academy 2
Ray Edwards – Copywriting Academy 2

You’re planning to do a “Jeff Walker style” Product Launch and you want to be sure you nail the copy.
You are an entrepreneur, small business owner, or solo professional and want to write your own copy (granting you the power to create “cash flow incidents” on demand).
You’re a subject matter expert who is building a Platform – and you don’t want to smear your good reputation with sleazy, cheesy sales copy.
You’re a writer (fiction, non-fiction, inspirational, how-to) and you want to sell more books without compromising your craft.
You sell products, training or services in a “soft topic” market (like creative and spiritual work… plus art, music, or counseling
You’re a freelance copywriter who wants to learn dozens of new response-boosting tricks, the latest “social-friendly” copy techniques, and how to attract higher-paying clients by the dozen.
You are a certified professional or work in a highly-regulated industry, and find other marketing and copywriting courses ignore the important compliance issues you face. (We’ll help you market effectively, keep your license safe, and show you how to stay classy!)
You want to tap the profit-pulling power of compelling copy, but don’t want to shell out $50,000 (or more) every time you need sales copy written.
You want to train your on-staff copywriter in the secrets of proven direct-response copywriting that gets results.
You plan to hire outside pro copywriters, and want to know the “inner secrets” of their craft – so you can know for sure if you’re getting the real deal (and avoid getting ripped off!).

Write Copy That Sells… Without Selling Your Soul
Let’s face the facts.

You know you need to write powerful, persuasive sales copy in order to sell your products and services. You probably know that you can change no other part of your marketing, but just replace mediocre copy with great copy, and sales skyrocket.

But there’s a problem.

The problem is most sales copy sounds sleazy and overhyped. We’ve all seen the crazy sales copy online that seems to scream “scam”. Maybe you are afraid that when we talk about writing sales copy, that’s what we’re referring to. Heaven forbid!

That style of copywriting may have worked at one time on the Internet, but its effectiveness is diminishing rapidly, and the power of that sort of marketing has already seen its day.

To succeed in modern times, you have to understand that your audience is smarter. They demand more respect than ever before. And they have always deserved it.

Today, the most powerful copy is heart-centered, not manipulative, yet powerfully persuasive.

This represents the convergence point of the needs of your customer, their desire for a solution, and the benefits of your product or service.

Communicating this convergence is the heart of powerful copy.

Before you disregard that as nice-sounding poppycock, stick with me. Consider this…


Here’s the Cost of Not Solving the “Copy Problem”
Ray Edwards – Copywriting Academy 2
Ray Edwards – Copywriting Academy 2

What’s the potential cost of not solving your copywriting problem?

Everything, incalculable, astronomical!

That can be the cost of not solving your “copy problem.”

Is it really that important? You bet it is. The words on your site sell your products and services -whether those words are typed out, spoken in an audio file, or form the script of a sales video.

It’s easier to understand the reason a web business fails if we understand how it got messed up to begin with.

Here’s how it happens for most online businesses:

Someone has a bright business idea.
That same someone plans their business carefully.
Then they slap up a website… usually a free one they got from their web host, or one their nephew made for them.
And then they sit back and wait for the orders to roll in.
Guess what happens next?
Nothing, that’s what!

Most websites are like a Western Ghost town. You can practically see the tumbleweeds blowing down the empty streets.


Words or Design: Which Will You Choose?
Pop quiz: what’s the most important thing on your website?

Is it the pictures? The videos? The graphics? Or is it the words?

If you could only choose one element for your website… if I said, “Choose! You either get pictures, or you get words – but you can’t have both. Which is it?”

I hope you answered, “The words.”


It’s the Words on Your Site That Do the Selling!
The problem is, of course, coming up with just the right words.

Direct response advertising experts know that changing just one word in a headline, or “tweaking” one paragraph or layout element can result in sales increases.

But before we get into the secrets of what makes a great ad (and make no mistake, your website itself is indeed an ad), let’s ask (and answer) a more basic question…


Is It Possible You’re Only One Sales Letter Away from Freedom?
One of my copywriting colleagues says, “You’re only one sales letter away from being a millionaire.”

I happen to think that’s true.

But let’s even tone it down just a bit…maybe believing you’re a “sales letter away from being a millionaire” is a little too much of a stretch for you.

Can you get your mind around this: you very well may be one (or two or three) sales letters away from financial freedom.

Think about that. Could one sales letter give you the freedom to quit your day job?

Could one successful sales letter pay off your debts?

Because I believe good sales copy is the one critical piece of leverage that can mean the difference between success and failure online… I call Copywriting a “Master Skill.”

Once you can write compelling sales copy, you can create money virtually “on demand.”

Need some cash for a vacation? Come up with a promotional idea, write the copy for it, and put your copy in front of your audience!
Tax man knocking at your door? Write some copy making a compelling offer, send the email, and watch the dollars flow into your inbox.
Want to increase your income dramatically, without increasing your ad budget? Write a new piece of copy that converts browsers into buyers…and your bank balance fattens up like magic.
Just need cash FAST? Write copy for someone else and pocket $5,000 or more for writing a simple letter like this one! (I’ll show you how to get these clients.)

Why Would I Teach My “Secrets”?
If I were you, right about now I’d be wondering, “If this guy is making so much money as a big-shot copywriter, why on earth would he teach other people how to do it themselves?” Here are the reasons why…

My top-tier clients already know how to write copy. Some of them are better copywriters than I am. But they don’t have time to write their own copy, so they call on me. That won’t change, no matter how many people I teach to write their own copy.
Many people can’t afford me. I get calls and emails each week from people who just can’t pay me the $150,000 + a percentage it takes to get me on a project.
There’s plenty to go around. Some have asked, “Ray, won’t this create a lot of ‘mini-Rays’ who will compete with you?” There are more than enough clients and JV partners to go around. Not only am I happy to teach you how to write copy… I will teach you to get clients and get paid for your copywriting! I’m not worried about competition. There’s more than enough for all of us. (Heck, I turn away jobs every week as it is.)

A Six-Figure Annual Income … For Life
Please understand, this is not some “get rich quick” scheme.

This is a serious business skill that can provide you with a comfortable six-figure annual income for the rest of your life.

You can run your business from anywhere. You can dream up promotions and campaigns, write the copy, and put the plan into profit… all in the same day.

And yes, you could “retire” from your present job, and use your copywriting skills to build your own marketing empire – working wherever and whenever you want.

I have run my business from all over the USA and Europe:

Working from home in the Northwest US (sometimes at my house, sometimes from my office 5 minutes away, and sometimes from Starbucks!) …
On the road in my 32′ motorhome (I sold the coach, and we’re looking at new ones now) …
Traveling to Chicago, San Diego, Los Angeles, Seattle, and New York…
On vacation with family in Michigan, the Carolinas, Utah, and Montana…
And from England and Scotland…
My results are not typical – you’ll have your own results. Want to join me in the club of getting results that are “not typical”? Want to know how I manage to get these unusual results?

I owe all of it to copywriting!
What will you do with your copywriting skills?

Will you finally get your online business started?
Will you write copy freelance, and live a life free from offices, meetings, and memos?
Will you take your existing online business and multiply your profits using the power of copy?
Or will you keep struggling along like the 70% of business-owners… who inevitably fail?

Here’s What’s Included
Copywriting Academy is a complete, 100% comprehensive online learning-and-doing system that not only teaches you how to write copy that sells your products, services and ideas… but also helps you get it done while you learn.

You work at your own pace – go as fast or as slow as you want.

The techniques, tools and templates are yours, and you can use them to write as many cash-creating promotions, sales letters, product launches, and email campaigns as you want.

For Your One-Time Investment, You Get LIFETIME ACCESS…


Sure, you know you need to master the art and science of copywriting. But what if you can’t wait 10 weeks to finish the entire, comprehensive Academy training? What if you need to bring in some cash in the next 24 hours? In this session, I give you a template, some quick, easy-to-follow instructions, and walk you through examples. You will craft quick copy that creates cash… and you’ll do it in about an hour!

This Session has deep principles baked in. Powerful core skills of Master Copywriters are installed into your nervous system in one hour.
I’ll give you The World’s Easiest Copy Template™. This is one you’ll use over and over again, and it will make every communication in your life more effective.
The 3-Step Delivery System that allows you to bring in money when you need it, often in mere hours. This System will make you a Cashflow Engineer™.

Ray Edwards – Copywriting Academy 2
Ray Edwards – Copywriting Academy 2

This is the Core Training of the Academy. In this Session you will gain the essential moves that will make you a master. Bruce Lee once said, “I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.” While I am giving you more than one “kick” to practice in this Session, this handful of systematic tactics will make you a copywriting force to be reckoned with.

How to write the one Magic Sentence™ that will become your Persuasion GPS from now on. This Magic Sentence™ is deceptively simple – yet has revolutionized many businesses. Your business is next!
What screenwriters and novelists know that marketers don’t – the power of selling and persuading through story. And this is more than just a re-hash of Joseph Campbell’s Hero’s Journey … telling a story is not enough. You must tell the right story, in the right way, to the right people, at the right time.
The Buyer’s Journey Genius Map™ is a slick, high-resolution info-graphic that helps you walk your reader through the 12 Gates every buyer must pass through before they decide to buy.
The Deeper Secrets of the P.A.S.T.O.R. Framework™. What I teach publicly is merely the tip of the iceberg – under the waterline, there is a lot to see. This session takes you from White Belt to Black Belt level mastery of P.A.S.T.O.R.
The Perfect Sales Letter Checklist™. This simple tool, suitable for laminating, will be your Copywriting Safety Protocol – never again leave out an important element of your copy. Make sure every Sales Letter you (or your writers) produce contains every crucial element.

Ray Edwards – Copywriting Academy 2
Ray Edwards – Copywriting Academy 2

In a day when most everyone is faced with an overwhelming mountain of text to read (in magazines, newspapers, on their computers, their tablets, and phones)… how do you cut through the clutter? The answer is in your headlines and subheads. You’re getting the “secret sauce” of attracting the attention of readers, standing out in a sea of sameness, and rising above the mass of the mediocre.

The most important copy on your sales page is NOT your Headline. In this session, I will prove this – and I’ll show you the exciting implications of this contrarian viewpoint,
Free-Forever Access to the Infinite Headline Swipe File™ – never again be “stuck” for a powerful headline idea.
The 5 Headline Archetypes. If this is the only thing you ever know about headlines, it would be enough.
21 proven templates that will have you generating subheads faster than Krispy Kreme cranks out donuts.
My secret weapon for knocking down the wall of skepticism & doubt surrounding most of your customers. Once you understand the power of O.P.E.N. you will be able to generate near-instant rapport (using words on a screen!).
Turn up the “EQ” with the most powerful (and dangerous) type of headline known to humanity. This is not an exaggeration. Use with caution.


Many would have you believe it doesn’t “work” any more. But I’m here to proclaim the truth: the rumors of the death of email have been greatly exaggerated. The more subtle truth is: what worked 5 years ago won’t work this year. Heck, what worked last year won’t work this year. In this session, you’re finding out what does work. Now.

The indisputable, easily verifiable fact that email is still the #1 method for driving sales online. If you have a traditional, brick & mortar business… welcome to the Promised Land. You’re about to gain superhuman marketing powers that leave your former competition wondering what just happened to them.
The 3 Core Email Types, what they do, and why you should be using all three.
The perfect frequency for emailing your subscribers. Prepare to be shocked.
The 3 Email Sequences every small business owner needs to have working on automatic pilot… even if you don’t have a website!
Ray’s Email Treasure Box: Email templates for all 3 Core Types, all 3 Sequences, and more! This is literally “swipe and deploy” email writing.

Ray Edwards – Copywriting Academy 2
Ray Edwards – Copywriting Academy 2

The most powerful force in copywriting may be the humble bullet point. Have you ever had this experience: you’re reading sales copy, and not sure whether you’re going to buy the product … until you read that one bullet point. That one, incredible, curiosity-invoking bullet point. The one that made you say to yourself: “Okay, I’m going to buy if only to know what the heck this bullet is all about!” Fortunes are made on Bullet Points alone. Nearly every sales letter I see these days has two fatal flaws: (1) not enough bullet points and (2) bullet points done wrong. After this session, your copy will have neither of those flaws.

Lessons from The World’s Greatest Copywriter You’ve Never Heard Of. This gentleman gave birth to more profit-pulling copy than 99.99% of all copywriters. Most of that copy was in the form of bullet points.
The secret to writing irresistible Bullet Points. How to integrate the 5 Emotional Motivators into your Bullets with ease.
The Ultimate Bullet Point Swipe File™. This endless resource of great bullet points will always be available to give you new & innovative bullet point copy.
Ray’s Proven 101 Bullet Point Templates. Plug & play – fill in 4-5 blanks once, and generate 101 Bullet Points in seconds.


If I was limited to only one tool in my Copywriter Toolbox, this would be it. If you create a truly irresistible offer, the thing will virtually sell itself. This is harder than you might think – unless you have the secret formula for creating irresistible offers. And now you do.

The not-so-obvious components of a truly “irresistible” offer.
How to craft your offer in a way that makes the rest of your copy easier to write.
The 80/20 Offer Formula – why getting these ratios is important, why messing them up can kill a great offer, and how to get this right every time.
The 9 Kinds of Offers. Most copywriters only know about 2 of these. Knowing all 9, how they work, and when to use them takes you from novice to master.

Ray Edwards – Copywriting Academy 2
Ray Edwards – Copywriting Academy 2

Your job as a copywriter is to remove as much friction from the sales process as possible. The biggest friction point in the sales process is your customer’s fear. It is possible to completely remove that fear and eliminate that friction – if you know what you’re doing.

Why a simple, standard “Money Back Guarantee” is required – but still won’t work. What you must do instead.
What buyers fear most (it’s not what you think), how it blocks them from purchasing, and how you can totally eliminate this block with my “Tipping Point Protocol.”
My 10-Part Guarantee Formula That Works Like a Champ.
Total Guarantee Transformation – watch as I take a weak, wimpy Guarantee, and turn it into the most Powerful, Positive, and Persuasive copy on the page.


This is a very weak section of almost every sales letter I analyze. When we were young, most of us were taught: “Don’t talk to strangers.” We were also taught: “Don’t ask people for money.” And then we grow up, become entrepreneurs, and discover we are actually in the business of asking strangers for money. No wonder we have so much inner conflict when it comes to asking for the sale. We ask for the sale hesitantly, haltingly, and ultimately with no conviction.

Discover the 7 Deadly Sins of closing copy: which of these do you make? And how much money are these mistakes costing you?
The one approach that will allow you to close the deal without “doing the hard-sell.”
How to create a “decision-rich environment.” The more opportunities you give your reader to buy, the better the chances he will.
My 5 Archetype Closing Copy Templates. Just use these “plug & play” templates, and generate killer closing copy in ten minutes (or less).

Ray Edwards – Copywriting Academy 2
Ray Edwards – Copywriting Academy 2

Writing copy for a Product Launch is a whole different ball game from normal Copywriting. A “Jeff Walker, PLF®-style launch” is complex. The #1 place people get “stuck” in the process is “writing that pesky sales letter.” I have helped “rescue” many a launch that couldn’t seem to get off the ground. I’ve worked as the lead copywriter on many multi-million dollar launches. I’ve even worked with Jeff Walker himself on launches. Now I’m giving you my best Launch Copy practices, protocols, and tricks. In this session, you’ll receive:

The Beginners Guide to Product Launches. If you’ve no idea what makes a Product Launch tick, or if you’ve never looked “under the hood” of a true PLF®-style Launch, I’m giving you the guided tour.
Why Launches have not made copy obsolete –on the contrary, launches require more copy than almost any other kind of campaign.
My simple Product Launch Genius Map™ of all the copy you need for your product launch.
The 12 Vital Components of Product Launch Copywriting.

Ray Edwards – Copywriting Academy 2
Ray Edwards – Copywriting Academy 2

The advent of video marketing online put fear into many copywriters. The fear was that videos would do the selling, and copy would no longer be needed. Looking back, it’s clear this was a ridiculous idea. Video’s, Livecasts, and Webinars all require more and better copy… not worse and less copy. In this session you’re going to discover…

Why you must be able to write Video Sales Copy, and how getting good at this will give you an enormous advantage. (This will only be true for a brief window in time, as the market adapts.)
How to write incredibly persuasive Video Sales Copy. What’s different about video copy? Plenty, I’ll break down the 9 Nuances that all great video copy contains, and how to make sure your copy contains them.
The Perfect Pitch™ – a proven framework for writing a “sales pitch” for video that is incredibly effective. There are differences between your written sales letter and your video sales letter (VSL)… and failing to recognize these differences can spell disaster for your marketing and sales efforts.
The Video Templates: I supply you with my own tested templates to help you craft your VSL, Webinar, or Live Stream.

Here Are Just A Few Of The Unique Features That Make This Copywriting Course Different…
Unlike old-fashioned copywriting courses you may have seen before, this course contains only the things you need and nothing you don’t. There’s no “padding” with hundreds of pages of ads from the 1930s to make you experience “perceived value”. We prefer giving you actual value…

Clear Video Instruction – Simple “watch over my shoulder” sessions where I show you exactly how to write your copy.
Downloadable Media – We make both the audio and video versions of each session downloadable, so you can enjoy them anywhere, anytime.
Checklists & Templates – These templates and checklists make it easy to get your first draft copy finished. Best of all, they are yours to keep and use over and over, as many times as you wish.
Do As You Learn – This course is set so that you complete the work as you learn. So you don’t just walk away with “head knowledge”, you walk away with copy finished.
Full Transcripts & Slides – If you like you learning in good old-fashioned text format, you’ll love this. Enhanced transcripts of every session. Print ’em and mark ’em up, or read on your iPad. We took the notes for you.
Q&A Call Library – We offer Live Q&A calls at different times throughout the year. If we aren’t currently offering live calls when you join, you still get exclusive access to the recordings of previous Q&A calls (a massive library!).