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b'On this episode of the\\xa0Online Marketing Made Easy Podcast,\\xa0I interview my good friend, copywriting expert, Ray Edwards. Ray and I go way back. I first met him when I was still working for Tony Robbins. At the time we were in need of a killer sales letter for a big product we had just created, and Frank Kern, a master at online marketing, suggested we reach out to Ray.\\nAs it turns out,\\xa0hiring Ray to write the sales letter was one of the best decisions we ever made\\xa0because he nailed it. The sales letter Ray wrote converted really well; every time we used it, our sales were through the roof!\\nCopywriting is something that a lot of my clients have questions about, and I have to admit that it doesn\'t come naturally to me; I have to really work at it! But it\'s a super important skill to master because\\xa0impact and revenue are directly tied your ability to write great copy, so I invited Ray on the show to share his wisdom\\xa0in this area with all of you. I know you won\'t be disappointed!\\nIn this episode, here\\u2019s what we\\u2019ll cover:\\n\\nOne of the first things you need to learn if you want to\\xa0start a business or create a second income stream\\n\\nThe gene you do NOT need to be born with in order to be a good copywriter\\n\\nWhy you need to do more than just write great content\\n\\nWhat your value-add content should always have\\n\\nHow to know if you\'re giving away too much\\n\\nHow to create a lot of content in a short period of time\\n\\n4 Rules of Writing\\n\\nKey Takeaways\\n\\nAll the emails you send should have a "promotional" element to them\\n\\nEvery email you send should include a link\\n\\nThe brain doesn\'t differentiate between an actual experience, and a vividly imagined experience. Therefore, help your readers vividly imagine doing what you recommend, and the outcome\\n\\nListening to what your audience tells you is the best way to know what questions in the emails you send\\n\\nThe copy you write needs to be scanable. You can accomplish this by using bolded headers, bullet points, and so on'