Apostle Paul A Copywriter?

by Raydal
35 replies
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.

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

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 includes a "But there's more" after presenting his main offer. He asks Philemon to prepare a guest room for his next visit.

All the critical 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!

-Ray Edwards
#apostle #copywriter #paul
  • Profile picture of the author Corena
    Oh, that is cool. Very good way to point out the many many things you can learn from reading the Bible. Not just the standard "be good" message that most would point out.

    And bravo to you who could break that up so well!
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  • Profile picture of the author procopywriter
    This is fantastic!

    What a great way to drive the structure of written persuasion home. Thanks for a great post, Ray!

    Aaron
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    Joshua Aaron Stanley, The 'Spiritual' Copywriter:
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  • Profile picture of the author X
    Very cool Ray - thanks.
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    The Affiliate Black Book
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  • Profile picture of the author Raydal
    Thanks for all the kudos. One of the points I wanted to make in this
    post was that copywriting was an OLD art. Even though direct marketing
    as a discipline may go back a century, writing to persuade is much older.

    One pet peeve I have is people who attribute some technique to an
    individual because this author may have coined a term for it but
    the concept is often waaay older than that.

    @kcartlidge I really don't want to take the religion angle on this one.
    That's for another discussion.

    -Ray Edwards
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    • Profile picture of the author JesseM
      Awesome topic!

      I'd never heard of anything like this (and wouldn't have noticed the copy writing skill of the Apostle Paul myself just reading the Bible), and I love the way you broke it down.

      More! More! More! ; )
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      • Profile picture of the author Raydal
        Originally Posted by JesseM View Post

        Awesome topic!

        I'd never heard of anything like this (and wouldn't have noticed the copy writing skill of the Apostle Paul myself just reading the Bible), and I love the way you broke it down.

        More! More! More! ; )

        I've been promising for a few years now to write a book on the Bible and
        copywriting and haven't gotten around to doing it but I need to set a
        date and just get it done.

        Thanks,

        Ray Edwards
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        The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author thelastmuse
    Apostle Paul is one of the most prolific writers I've read. When you read his letters to the Corinthians, you'll be blown away.
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    • Profile picture of the author Raydal
      Originally Posted by thelastmuse View Post

      Apostle Paul is one of the most prolific writers I've read. When you read his letters to the Corinthians, you'll be blown away.

      Paul was well-educated and deep for sure. Romans is not the easiest book
      to unravel, but he was very passionate in whatever he believed in when
      he was right and when he was wrong.

      Passion sells!

      -Ray Edwards
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      • Profile picture of the author Steven Fullman
        Originally Posted by kcartlidge View Post

        I'm a very-definitely-ex Christian so this isn't preaching but, isn't it possible that the bible is actually exactly what evangelical christians claim - the inspired word of god in written form? In which case, 'God is A Copywriter'. Puts us in high company indeed.

        Also sounds better than the classic 'God is an Englishman', though I admit I do find it quite easy to believe she speaks the Queen's English .
        Lol...I got it!

        Originally Posted by Raydal View Post

        ...Ray's Entire Post.

        -Ray Edwards
        Speechless.

        ...and that's an atheist speaking.

        A superb post, Ray.

        One day, dude, one day...

        Steve
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        Not promoting right now

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      • Profile picture of the author BrianTubbs
        Great stuff! As a pastor, I really appreciated this.

        Paul was a master persuader. In his letter to Corinth, he says that he has "become all things to all people, so that I might save some." In other words, he became his audience.

        What is it that Internet marketers in general and copywriters in particular do? They study their audience, and become their audience. At least, the really effective ones do. Paul did that.

        There's so much to be learned from Paul. And, of course, from the teaching style of Jesus (who used STORIES to connect with his audiences and emphasize his points).

        And then there are the money-making principles of King Solomon, the leadership of King David, the "putting it all on the line" courage of Esther, etc., etc.

        Obviously, there's much MORE to the Bible than the above. I don't mean to reduce the Bible to simply a guidebook for communication and money-making principles. BUT...

        Even those who don't believe in God, Jesus, Christianity, or the Bible as God's Word have to acknowledge that the book itself is still a treasure full of great wisdom.
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  • Profile picture of the author DougBarger
    His letters still convert at a miraculously high percentage.

    However, he does have the best teacher who ever lives to thank for that truth.
    Reading just the 8th chapter of the book of romans brought about a change in my life.

    But just one sentence in the tenth chapter of romans, the ninth sentence,
    has literally changed the lives of nations for generations.

    Read every word of that one. It really is that important.
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    • Profile picture of the author BrianTubbs
      Ray!

      There are so many angles you could take this. You have to write that book! My mind is racing.

      Think of Gideon. His brilliant strategy of making his puny army of 300 men look like 300 COMPANIES of men that had surrounded the enemy resulted in the routing of the Midianites. He's an inspiration to all the small-potatoes IM operations competing with the "Big Boys and Girls." Helps us think how we can make our home-based businesses APPEAR bigger than they really are.

      There are so many other stories like that. Hurry! Write that book. If you don't, I might.
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    • Profile picture of the author normaljoe
      Ray, this was awesome man...it will definitely cause me to look more closely at the writings in the Bible from a copy/business perspective and not just for spiritual food.
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  • Profile picture of the author colmodwyer
    Anything that can convince millions of people there's an invisible man living in the sky must be one heck of a sales letter.

    And talk about long copy!

    Colm
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  • Profile picture of the author Raydal
    Thanks for all those who expressed appreciation for this post. This just
    confirms that I need to get working fast to get this book out.

    I have pet peeve about people who attribute a strategy to a modern
    marketer when this technique is older than Noah. Anyway, more to
    come later for sure.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Rus Sells
    That was AWESOME! I want MOAR!!!
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    • Profile picture of the author Raydal
      Originally Posted by Rus Sells View Post

      That was AWESOME! I want MOAR!!!

      Stay tuned ... MOAR to come later.

      Thanks,

      -Ray Edwards
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      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author CopyScaper
    Where did you get this idea, mate?
    I agree...
    Well, I believe paul is a copywriter. lol
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    CopyScaper
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  • Profile picture of the author Bruce NewMedia
    Ray, just one man's opinion, but I think you have the seed of a break-out copywriting book here.

    It's fascinating the way you deconstruct the passage. I really loved it!
    _____
    Bruce
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    • Profile picture of the author JesseM
      Originally Posted by brucerby View Post

      Ray, just one man's opinion, but I think you have the seed of a break-out copywriting book here.

      It's fascinating the way you deconstruct the passage. I really loved it!
      _____
      Bruce
      Now that's trufax. Just looking at the feedback alone... but... if you under-deliver you'll have more than a few peepls a'needin a words with you ; )

      Good luck & God bless,
      Jesse

      P.S. As I said, I'll help in anyway I can. I'm sure others would be willing to, too.
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    • Profile picture of the author Raydal
      Originally Posted by brucerby View Post

      Ray, just one man's opinion, but I think you have the seed of a break-out copywriting book here.

      It's fascinating the way you deconstruct the passage. I really loved it!
      _____
      Bruce
      Thanks Bruce,

      I'll get this book out by Summer. I prefer to write for myself when
      business is slow, but this is the busy time of year for me.

      -Ray Edwards
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      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author Raydal
      Originally Posted by brucerby View Post

      Ray, just one man's opinion, but I think you have the seed of a break-out copywriting book here.

      It's fascinating the way you deconstruct the passage. I really loved it!
      _____
      Bruce
      Thanks Bruce,

      I know where to come for reviewers when the book is complete!
      Have to remember to come back to this thread.

      -Ray Edwards
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      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Sharon A
    Hi Ray, I'm a newbie here, and your title raised my eyebrows initially. Love your treatment, though, as you have tied it all in beautifully without taking anything away from Scripture; you have actually added some illumination to the way Paul thought and wrote.

    Sharon A.
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    • Profile picture of the author Raydal
      Originally Posted by Sharon A View Post

      Hi Ray, I'm a newbie here, and your title raised my eyebrows initially. Love your treatment, though, as you have tied it all in beautifully without taking anything away from Scripture; you have actually added some illumination to the way Paul thought and wrote.

      Sharon A.
      Hi Sharon,

      Welcome to the Warrior Forum! By the way that's the purpose of a title.
      And have no fear, I have a very high view of Scripture.

      -Ray Edwards
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      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Simon Ashari
    Ray.

    Fantastic piece of work.

    Let me know when you've finnished the book.


    regards

    Simon
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    • Profile picture of the author Raydal
      Originally Posted by Simon Ashari View Post

      Ray.

      Fantastic piece of work.

      Let me know when you've finnished the book.


      regards

      Simon
      Thanks! Now this thread is putting me under more and more pressure
      to finish this book. Seems like I have to re-arrange my schedule.

      -Ray Edwards
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      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author rlhenryjr
    This was fanastic! I read Pauls letter , too, in the bible awhile back, and noticed how Paul was really a great copywriter.

    Thanks for sharing this.




    Originally Posted by Raydal View Post

    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.
    Copywriting is an old art indeed!

    -Ray Edwards
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  • Profile picture of the author Raydal
    I've compiled a FREE Report with all the articles I have so
    far based on Bible themes. You can get it here:

    http://learncopy.com/copybiblesecrets.pdf

    No opt-in or anything necessary.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author kenaucre
    I'm going to reply to this in hopes of expediting the book. Maybe if we get this back in front of some warriors, we'll light that fire back underneath you.

    Wonderful writing, Ray!!

    Bless You,
    Ken
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  • Profile picture of the author Adaptive
    Ray,

    I've been promising for a few years now to write a book on the Bible and
    copywriting
    How about starting with a series of articles on a blog? I imagine "Biblical Copywriting" might attract an interesting audience from both sides, leading to provocative conversations.

    Regards,
    Allen
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    • Profile picture of the author Raydal
      Originally Posted by Adaptive View Post

      Ray,



      How about starting with a series of articles on a blog? I imagine "Biblical Copywriting" might attract an interesting audience from both sides, leading to provocative conversations.

      Regards,
      Allen

      I don't believe this! This is the EXACT thought I had this morning.
      I was thinking that it would make writing the book easier by just
      posting articles (chapters of the book) and allow the comments to
      refine them into the final draft.

      Talk about 'great minds think alike and fools seldom differ!

      -Ray Edwards
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      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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