In this episode, Matt talks with Ray Edwards, author of How to Write Copy That Sells and host of The Ray Edwards Show.Ray is a Communications Strategist, Copywriter, Author, Speaker, and host of one the top iTunes Business Podcasts - The Ray Edwards Show. He’s worked with a number of Fortune 500 companies and some of the most powerful names in leadership and business like Tony Robbins, Michael Hyatt, Amy Porterfield and many more.  But more than just a master copyright, Ray’s developed a simple messaging framework that will help you more effectively shepherd and influence any audience - The PASTOR Framework.Matt and Ray discuss his PASTOR Framework and how you can use it to craft a message that will tap into your audience’s emotions and move them to action without being slick or sleazy.We hope you enjoy this episode, and we're excited for you to hear the next ones. We've got more great guest interviews and a few lessons with Matt along the way.Join the simplicity crusade and hit subscribe!