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 Introduction

About six years ago, I published an article entitled "The Bible- The Source Of All
Copywriting Secrets" and it was an instant hit with readers. Since then I've
received several request from readers about expanding this article into a
full-fledged book on copywriting and the Bible.

Although writing such a book has been in my plans, it has not yet come to fruition
but maybe there is a hidden blessing for this delay. You see, I have learned a ton
more about copywriting and persuasion over the past years working as a fulltime
copywriter and Internet marketing consultant.

Many readers have also requested other materials I had on the subject and I have
often pointed them to my blog or sent them such articles. So in the process of
starting my writing project I've decided to compile these articles into this report as
a ‘jump start’ for my brain. And you will have in one convenient package the
material I’ve written so far.

By virtue of age and because this article gives the broadest view of copywriting
principles from the Bible, I'll start this report with the original article that inspired
this report and my forthcoming book.

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

 The Bible - The Source of All Copywriting Secrets

I've been a student of the Bible for practically all my life. There are a lot of reasons
why this book remains the number one best seller year after year. I think that it is
the source of ALL wisdom, yes, including successful copywriting!
What do I mean by this?
Simply put, every copywriting strategy can be found FIRST in the Bible. This may
appear to be a strong statement but I challenge the reader to prove otherwise. As I
did the research for my ebook "77 Ways to Skyrocket Your Website's
Conversion", I kept saying to myself "but that's in the Bible ... that's in the Bible."
I would like to take a look at FIVE adcopy principles and show you how they are
as old as the Scriptures. This article is not meant to 'convert' you so read with an
open mind ... ready? Let's go!
1. Stress benefits not features.
It's the Garden of Eden. The serpent approaches the woman Eve to get her to take
of the forbidden fruit. Does he rave about the color, taste and texture of the fruit?
No, he sells Eve on benefits. "Your eyes will be opened; you will be like God ..."
(Genesis 3:4). Now that's a benefit, not a feature at all. And did Eve fall for it? She
surely did.
That may seem like a 'negative' example - a plain deception. But look at what the
book of Revelation promises the "overcomer"—eternal life, health, recognition,
wealth and mansions without mortgages.
2. Use lots of testimonials.
If you have just a cursory knowledge of the Bible you know that the gospels of
Matthew, Mark Luke and John make up the first four books of the New Testament.
They all cover the same ground and share many common stories. So why would
we need four different people saying practically the same thing?
You see they all wanted to tell THEIR story about the Rabbi Jesus Christ. So the
writers (all satisfied customers) relate the life-changing encounter they each had -
the more testimonials the better.
The entire Bible relates stories of peoples' encounter with the supernatural and how

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

it affected their lives. In fact, Jesus related to the disciples after His miraculous
resurrection that all the Old Testament was really about Him.
3. "Create a damaging admission and address flaws openly"
That's the title to chapter 3 of Dan Kennedy's book "The Ultimate Sales Letter". He
goes on to explain that if you openly admit the drawbacks of your offer then your
credibility goes up instantly with the customer.
For example, your price may be higher than your competitors so you may say: "If
you are looking to save a few bucks then you can find many other companies who
will be willing to give you some 'quick fixes'. But we provide a very thorough and
expert service, hence the higher price"
You are admitting that you are expensive but showing why - the customer gets a
superior service.
In the gospels we see many potential disciples who wanted to follow Jesus and he
told them openly that it was a sacrificial walk. He told them in no uncertain terms
that it involved a "cross", leaving father and mother behind, even possible death -
but you will gain eternal life in the process. Talk about a "damaging admission".
4. Place a limit on your offer to motivate procrastinators.
This is a very important element of the "call to action" section of any sales letter.
Humans are naturally procrastinators. We always put off what should be done now
for a 'later' that never arrives. That is why the copywriter must show why supplies
are limited or the special offer is for a 'limited time only'.
In many 'call to action' sections of the Bible we see the same warning to
procrastinators. "Today if you hear my voice do not harden your heart .." (Hebrews
3:7). In the story of the great flood procrastinators were found outside the ark.
Jesus told the story of the covetous farmer who built bigger barns to store his
grains not knowing that death would come knocking on his door that very night.
Jesus never sent one of his listeners to go away and think about it. Today ... now,
was the only time that anyone had. His message was "ACT NOW!"

5. Research your potential customers to know their problems and needs.

Dan Kennedy refers to this as "getting into the customer." Getting into the head

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

and experiences of the customer--walk in his moccasins.
The whole Christmas story is about Jesus getting into the skin, literally, of the
customer. The writer of Hebrews says that Jesus is touched by our feelings and
infirmities. He became like one of us so that He may understand "the customer"
better. That is why he could speak to the needs of the human heart with such
authority because he knows what is in man.
I've just briefly looked at 5 copywriting principles but this applies across the board.
Whether you accept the Bible as just another book or as inspired writings, there is
no denying that the principles are there.
I would love to hear from the reader if he or she would like to challenge me on
finding a useful copywriting principle that's not in the Bible.

Note: This was the original article that can still be found published on many websites for the past
six years. It gives an overview of several copywriting principles without exhausting the list.
My forthcoming book will delve into more details.

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

 The Well The Water And The Woman

One of the longest threads in the history of Michel Fortin's copywriter's forum was
"Jesus, The Master Copywriter." This topic caused a stirring back then and pulled
in many opinions that both agreed with my position and bluntly disagreed with my
views.
Irrespective of how you assess the Bible, as mere literature or Holy Writings, the
fact is that there are many copywriting lessons to be learned from this all time
bestseller. Considering the position that the Bible holds in the literary world and
the number of books inspired by the Bible you shouldn't be surprised that the
"secrets" of persuasion are also hidden in its pages.
Here was where the great literary genius William Shakespeare got his inspiration
and he is considered the master of English literature.
It so happens that I also get my inspiration from these pages-for copywriting!
Now let's look at one example and it's recorded in the Gospel according to John in
chapter 4 of his book. It commonly called the story of the woman at the well. And
it goes something like this ...
It's midday and Jesus waits by a well while his disciples go to a nearby town to buy
food. A woman approaches the well to draw water, a very uncommon time since
the most women come in the cooler parts of the day to collect water.
Jesus asks her for a drink to which she is very surprised that a Jew should ask a
Samaritan woman for such a favor. These two people groups had no dealings with
each other except for trade and business.
The woman questions Jesus request to which he replies that if she really knew who
she was talking to she would ask him for living water so she never has to return to
the well again. What? This really got her attention because such "living water"
would mean that she would never have to face the stare of neighbors who shunned
her as a moral failure.
But she is puzzled by the fact that Jesus has nothing to draw water from the well,
so how could he give her "living water"? She immediately compares him to Jacob
who dug the well centuries ago, "Are you claiming to be better than Jacob?"
Once Jesus had her attention he immediately asked her to call her husband. She

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

immediately went on the defensive and claimed she had no husband. Then Jesus
indicated that the man she was living with was not her husband but she was
married four times before. Ouch!
This was a personal blow to her ego but it came only after Jesus had gained her
interest by making her an incredible offer-living water.
Because this subject was so uncomfortable she tried to change the course of the
conversation into a theological debate about the right place to worship. Jesus
entertained her question anyway and she finally became convinced that he was not
an ordinary man.
She finally left her water pots--the very thing she came for--and ran into the village
to tell every one about her encounter. (Talk about word-of-mouth advertising.)
You are free to read the original narrative for yourself but here are some pointers
that may be of interest to you as a copywriter and marketer:
1. Jesus spoke to her as an individual not as a crowd or a group of people. He
made her feel that she was the most important person to him right there and
then. Every good copywriter is able to make the reader of the sales letter feel
like they are listening to a friend sharing some good advice, instead of one
nameless member in a crowd.
2. Jesus knew her problem. He understood his "market" and what the woman was
looking for. If you can determine the driving force behind your target market
then the sale is 50% made. She wanted water but MORE than just water. She
was looking for a reason to make a change in her life.
3. Jesus spoke to her in the language she understood. He entered the
conversation that she was already mentally engaged in. She wanted a way to
stop coming to the well at midday but more so a reason not to be ashamed of
her life. Speak in the language of your market and you'll get them listening.
Speak about what they are already interested in and you have a friend.
4. Jesus answered her objections by selling himself as the solution to her
problems. She had two major objections: He had nothing to draw the water and
they had a big difference in beliefs. Both of these objections were answered
which led to the "sale." He not only treated her with respect (it wasn't
considered proper for a man to speak with a woman in public like this) but also
gave her hope for the future. We can say that he over-delivered, so much that ...
5. He made a happy customer who was more than willing to share the good
news with others!

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

This narrative is a classic study of how to turn "enemies" into friends, prospects
into your best "evangelist" and curiosity seekers into lifelong customers. Talk
about winning friends and influencing people.
Go ye and do likewise!

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

 Apostle Paul A Copywriter?

One of the shortest letters to be found in the Bible is a letter written by the Apostle
Paul to one of his converts by the name of Philemon.
Apparently Philemon was a slave owner and one of his slaves, Onesimus, had
stolen from him and then run away.
But Onesimus came under Paul's influence and was converted to Christianity and
became convinced that he should return to his master. Realizing that his crime was
punishable by death under Roman law this returning slave needed a good lawyer
(or copywriter) on his side.
Paul, realizing the quagmire his new convert Onesimus was in decided to write a
very tactful letter to Philemon to persuade him to forgive Onesimus and accept him
as a brother. In just about 420 words Paul crafts one of the most persuasive letters
to be found in the entire Bible.
Let's look at Paul the copywriter.
Paul structures his letter after a popular form taught by ancient Greek and Roman
teachers:
1. Build rapport (ethos)
2. Persuade the mind (logos)
3. Move the emotions (pathos)
Paul builds rapport by reminding Philemon of their former relationship and calls
him "brother" and goes out of his way to compliments Philemon. We see this in
verses 4-10 of his letter. Note the kind and light conversational tone of Paul's
approach:
"I always thank my God as I remember you in my prayers, because I hear
about your faith in the Lord Jesus and your love for all the saints.
I pray that you may be active in sharing your faith, so that you will have a full
understanding of every good thing we have in Christ. Your love has given
me great joy and encouragement, because you, brother, have refreshed the
hearts of the saints.

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

Therefore, although in Christ I could be bold and order you to do what you
ought to do, yet I appeal to you on the basis of love. I then, as Paul-an
old man and now also a prisoner of Christ Jesus- I appeal to you for my
son Onesimus, who became my son while I was in chains."

A quick study of the choice of words turns up: "thank, remember, you, your, love,
sharing, good, joy, encouragement, brother, hearts, saints, appeal, son." All these
words are meant to build rapport and soften Philemon for the request that is ahead.
Note also that the name Onesimus is not mentioned until the rapport is built.
Now comes the time for the logos-persuading the mind. Note the arguments and
logic of Paul's approach in this section of the letter: (verses 11-19)
"Formerly he was useless to you, but now he has become useful both to you
and to me.
I am sending him-who is my very heart-back to you. I would have liked to
keep him with me so that he could take your place in helping me while I am
in chains for the gospel. But I did not want to do anything without your
consent, so that any favor you do will be spontaneous and not forced.
Perhaps the reason he was separated from you for a little while was that
you might have him back for good-no longer as a slave, but better than a
slave, as a dear brother. He is very dear to me but even dearer to you,
both as a man and as a brother in the Lord.
So if you consider me a partner, welcome him as you would welcome me. If he
has done you any wrong or owes you anything, charge it to me. I, Paul, am
writing this with my own hand. I will pay it back-not to mention that you
owe me your very self."
Notice the arguments Paul uses here:
a. Onesimus is so useful that I wanted to keep him for myself, He must have been
also very useful to you.
b. Since you own him it would not be fair for me to do anything without your
permission
c. It was 'good' that he ran away because he may not have ever become a Christian
d. I will pay any debt he owes you even though you owe me yourself

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

All these are "reasons why" Philemon should accept Onesimus. And the real call to
action comes near the end of this section: "So if you consider me a partner,
welcome him as you would welcome me."
Finally he appeals to Philemon's emotions. (Verses 20,21)
"I do wish, brother, that I may have some benefit from you in the Lord;
refresh my heart in Christ. Confident of your obedience, I write to you,
knowing that you will do even more than I ask."

Note his use of "brother", "heart" and the expressed confidence that Philemon
would do the right thing. He is affirming the right action. And like any great
copywriter Paul include a "But there's more" after presenting his main offer. He
asks Philemon to prepare a guest room for his next visit.
All the great tenets of great copywriting can be seen in this short letter. Written in a
conversational tone, writing as to a friend, giving' reasons why' to take action, a
well structured letter, a call to action, spelled out benefits of taking the desired
action, use of emotive words, risk reversal, flattering the reader, and much more ...
Copywriting is an old art indeed!

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

 Marketing Lessons From The Apocalypse

In the last book of the Bible called Revelation or the Apocalypse, the writer John is
given seven letters to be delivered to seven different churches. They all contain
commendations, rebuke and a promise to those who take action based on the
advice given.
The last of these letters addressed to the Laodicean congregation is quite harsh and
contain no commendations. This lack of compliments sets it apart from all the
other letters. What's so different about this group of people? Why is God being so
hard on them? What has brought on this scalding rebuke?
Well, they are neither good nor bad. Neither "hot nor cold". They are just
lukewarm—ordinary.
The situation appears so hopeless that the Messenger says He feels like spitting
them out of his mouth. A nice way of saying, "You make me feel like throwing
up!" Yet, these people were unaware of their condition. In fact, they thought that
they were doing just fine and "had need of nothing."
There are a lot Laodicean marketing taking place right now. I see this
whenever I open the yellow pages or read sales letters online. I read advertisement
and sales copy that lack any kind of personality. They all read the same and make
no attempt to be "hot" or "cold". So they touch your skin but you don't even realize
that they are there. You leave unaffected.
One thing I've learned about marketing is that, the safer you try to be the quicker
you'll fail. If you try to please everybody, you'll end up pleasing nobody. You have
to take risks and this means offending some people while being other people's
heroes. If you try to take the middle road, then you'll always get run over.
It seems that even God hates lukewarm marketing!
"Hot" may involve going outside of your comfort level, but have you ever seen a
famous person who didn't? So, for heaven’s sake (pun intended), be provocative
and pull me into your message.
Get under my skin and ruffle my feathers. Make me upset, but still want to read
more because your ideas are so big and I fear if I don't continue reading I'll miss
THE idea of the century.

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

Forget the predictable, lukewarm fuzziness and be audacious. Don't bore me to
death. Please, I have my wife to do that.
(Did that last statement offend you as a woman, or thrill you as a husband? That's
the whole point of the statement.)
I can still recall just a few years ago when I landed on one of my competitors'
website who was selling a huge ebook package for $47 that contained an item I
was selling for the same $47. Needless to say, I was outraged! Now I knew why
my sales had fallen. What if my customers found out about this website? I was sure
they'll request a refund.
So guess what I finally did after all the fussing and fuming. I bought his package
and became one of his affiliates. What? Could you imagine that he upset me so
much that I became his affiliate? If he was selling the same item as I was for the
same price I would have just breezed along. But he rubbed me the wrong way and
got my attention.
And I've always said that attention is the most coveted and expensive commodity
for the online marketer. If you can get people noticing your marketing message
then you are just one step away from the sale.
And you don't want your prospects vomiting you out. Just thinking about it makes
me afraid of tackling my dinner. Plus, my wife loves to talk over dinner.

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com

Final Note: You may read more articles on copywriting and online marketing at
my blog at http://www.webcopy-writing.com/blog/ and view some video tutorials
at http://www.copywriter.tv

Most copywriters boast about the number of millionaires they wrote copy for; I
prefer to think about the number of online millionaires my copy has made! Join
me: http://www.learncopy.com

Did The Bible Predict The Internet? The answer will surprise you …
http://ww.ComputerAgeInProphecy.com

Copywriting Secrets From The Bible by Ray L. Edwards http://www.Learncopy.com