SA 010: Ray Edwards, Communications Strategist to Tony Robbins and Expert in the Art of Copywriting


In this episode of The Sweet Adversity Podcast, I interview Ray Edwards, Communications Strategist to Tony Robbins and Expert in the Art of Copywriting. We talk about Ray’s moments of adversity, and what has fueled him into the success that he’s had over his career.

Guest Bio:

Ray Edwards is a sought-after direct response copywriter specializing in online sales copy and direct sales websites.

He has written copy for hundreds of different businesses in a wide variety of industries. Ray is known for writing copy that makes websites “obscenely profitable”.

His client roster reads like a “Who’s Who of the Internet Marketing World” and includes Armand Morin, Mark Victor Hansen, Frank Kern, Alex Mandossian, Joel Comm, Stu McLaren, Jeff Walker, Brad Callen, Kirt Christensen and Jack Canfield.

Ray has written thousands of pieces of copy – radio commercials, TV commercials, direct mail pieces, one-sheets, fliers, brochures, billboards, music-on-hold scripts, training manuals, corporate policy and procedures, web site copy, and email marketing campaigns.

He speaks frequently at seminars on copywriting, promotions and marketing, for professionals in those fields.


Some Questions We Ask:

  • Was there a moment, or series of moments, in his life that was the catalyst of his success?

SA-010 Ray Edwards

  • Does he believe that the ability to be resilient in a situation is an inherent trait, or can be learned?
  • What are the principles that people can use to build resilience or to be able to use their moments of adversity to their advantage?

SA - Ray Edwards

  • What would he say to people who may have a negative impression of the word persuasion? What is the difference between persuasion and manipulation?
  • How did he become the brand in effective copywriting?
  • What are the books that most influenced him, and why?

SA - Ray Edwards


  • What comes to mind when you think of the word successful?
    • Earl Nightingale: Success is the progressive realization of a worthwhile goal.
  • If he could have dinner with one person he admires, past or present, who would it be and why?
    • Ronald Reagan

What You’ll Learn In This Episode:

  • The realizations he had when he was working in the radio industry that led him to the field of marketing
  • How he chooses to respond to adversity
  • Ray’s definition of copywriting, and why it’s important to learn the difference between persuasion and manipulation
  • Some examples of great copywriting
  • The PASTOR Framework to get your customers to make a decision
  • What people will learn in his online course, Copywriting Academy: Writing Copy That Sells.



Online course: Copywriting Academy: Writing Copy That Sells

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  1. Samuel Barnes on January 23, 2016 at 7:18 am

    One of the better items i’ve read in the week.

    • Nick DiNardo on June 10, 2016 at 7:09 pm

      Thanks Sam! Glad you enjoyed.

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