Ray Edwards: The Great Direct Response Under-Shepherd

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When I lost my university teaching job in 2015 and started trying to re-invent myself as an online marketer, one of the first experts I found was copywriter Ray Edwards.

Ray is known far and wide in the online entrepreneurship world as a Master Copywriter. He’s written copy for some of the biggest name gurus like Tony Robbins, Jeff Walker, Michael Hyatt and many more.

I bought his book, “How To Write Copy That Sells.” I bought his course, “The Copywriting Academy.” I was off to the races and had a Gandalf to go to for guidance.

How Ray Led Me Out of the Valley of the Shadow of Copywriting Death

Unfortunately, rampant self-doubt had latched on to my central nervous system. It shut down my forward thinking. It shut down my capacity for vision. It crippled my belief; not my belief in Ray and his teachings, but in myself and my potential to apply what I’d learned to build a successful online business of my own.

After living in this state of internal decrepitude, I decided enough was enough. I’d had it! No more wallowing! Knowing myself and the negative headspace that had become my permanent residence, I knew I needed a coach. I needed to fork over a chunk of cash and get some real help. I needed someone to show me how to rediscover myself. Someone to help me find my way out of the weeds. Someone to help me recreate myself. I didn’t need reinvention. I needed resurrecting. But not to an old self, to a new self, combining my vast experience and knowledge as a professional musician together with my new field of growing expertise.

Ray launched an exclusive program called “Copywriting as a Million-Dollar Business.” I had a feeling about this program. Something inside told me to figure out a way to get myself to this training, even though it was by far the most expensive program I had ever purchased. I didn’t even have the money. I had to work a deal with my boss to get him to front me the money. I was all in. I was ready. Ready for my breakthrough, for my resurrection.

With nine other attendees, I spent three days watching a master teacher transform our lives right before our eyes. I always knew that Ray was a Master Copywriter. What I didn’t realize before was that copywriting is NOT Ray’s #1 “zone of genius.” What a surprising revelation. Ray’s true genius is his ability to empower people.

Teachers of this caliber are few and far between. To help people the way Ray was able to help me demonstrates not only his mastery of the topics at hand–copywriting, building a platform, productivity, personal development–but a keen awareness of the psychology and the deeper private realm of the emotional “secret heart,” as he calls it.

He continuously read the room, saw and felt that we were ready for more, and took us to deeper levels. He took us to green pastures where we discovered our “acres of diamonds” (as Earl Nightingale would say).

The Great Direct Response Under-Shepherd

One of Ray’s amazing copywriting tools is called the P.A.S.T.O.R. Copywriting Framework. It’s a way to help himself and other copywriters Shepherd their prospects to the green pastures of finding the solutions to their problems. It’s a fantastic tool!

What became clear to me during our 3-day intensive is that Ray not only uses the P.A.S.T.O.R. Framework, he has truly become a “Good Shepherd” himself. As a believer in Jesus, something we share in common, Ray talks a lot about the lessons he’s learned from the life and teachings of THE Good Shepherd.

One of the most beautiful teachings in the gospels is how followers of Jesus can find true peace, true happiness, true green pastures, true salvation. This teaching encourages disciples to “take up their cross…follow Him…and feed His sheep.” In other words, to become “Under-shepherds.”

These “Under-shepherds” have learned to forget themselves and poor their energy and passion into bringing others to the green pastures, whether spiritually, in business, or in any other part of life.

St. Matthew 16:24-27

“Then said Jesus unto his disciples, If any man will come after me, let him deny himself, and take up his cross, and follow me.

“For whosoever will save his life shall lose it: and whosoever will lose his life for my sake shall find it.

“For what is a man profited, if he shall gain the whole world, and lose his own soul? or what shall a man give in exchange for his soul?

“For the Son of man shall come in the glory of his Father with his angels; and then he shall reward every man according to his works.”

I can hardly think of higher praise to give a person. Ray deserves this praise. He quietly “goes about doing good” as an Under-Shepherd, just like the Master Shepherd.

To you, Ray, I send an enormous virtual ‘THANK YOU’ for showing me the way to greener pastures. You’re leading me there in copywriting and business, and you’re doing it in a Christ-like way that is teaching me on a deeper spiritual level which deeply moves me.

To your very best success!