Jim Edwards (http://thejimedwardsmethod.com) and Stew Smith discuss a posted Facebook question from the Sales Copy and Content Marketing Hacks closed Facebook Group – https://www.facebook.com/groups/copyw….
How about write a BOOK? Jim walks through method to become the expert in the field but not necessarily explaining how sausage is made. Here is the question:
From BJ: I’m working on a project to generate leads for my IT services and consulting company. I came up with the idea to produce a guide that talks about the Top 6 Products / Services that we use to simplify and stream line IT management for our customers. Now that I have the idea now I need the following.
Facebook ad copy
Copy for the guide
* Sale copy for the 7 day follow up emails
Check out the Facebook Group – Sales Copy and Content Marketing Hacks here and for more information on the wizards used to make outstanding sales copy check out http://www.thejimedwardsmethod.com.
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Transcription
Jim Edwards: Hey guys, Jim Edwards here…
And welcome back to the Sales Copywriting And Content Marketing Hacks Podcast…
I am you host Jim Edwards long as my trusty co-host and podcast producer Mr. Stew Smith…
Welcome Stew…
Stew Smith: Hello, Jim…
Jim Edwards: What are we doing today, Stew?
What episode is this?
What’s going on?
I’ve had too much coffee this morning…
Stew Smith: It is episode 39 why?
And we’re actually going to take a question from the Sales Copy and Content Marketing Hacks Closed Facebook group that we have that is all about Jim Edwards…
Jim Edwards: It’s not all about me…
Stew Smith: It is…
It is all about you.
Jim Edwards: Oh, stop…
Speaking of Unicorns, I am wearing my Americorn manly shirt today…
Stew Smith: And UNICORNS…
Jim Edwards and Unicorns…
Jim Edwards: What?
It’s that’s the nine-line or is that…
Stew Smith: I don’t see what you’re doing there…
Jim Edwards: Oh, showing him back on my shirt…
Stew Smith: It is nothing back there…
Jim Edwards: Who makes this shirt?
Stew Smith: I do like the nine-line products…
Jim Edwards: Ranger up is where I got this…
Stew Smith: Gotcha…
Yeah, they make some fun stuff…
Jim Edwards: Okay…
Not as good as Article 15 but we’ll just stop there…
Stew Smith: All right, here we go…
So it was a question from BJ who is an IT professional…
Has an IT services and consulting company…
And so here it is…
“I came up with an idea to produce a guide that talks about the top six products and services that we use to simplify and streamline IT management for our customers.”
So I’m going to stop there because he asked for several different things, you know, Facebook ad copy, sales copy…
But let’s stop there because there’s some meat on the bone for us to discuss…
Jim Edwards: Right.
Stew Smith: In that first paragraph…
Jim Edwards: So, here was my concern when Stew told me this when we were talking about it, and Stew said,
“Let’s jump on and talk about this.”
And that is when you’re selling a service, and you’re trying to get somebody to buy a service from you…
They don’t really care how you do it…
You’ve heard the saying, Stew, especially from the South…
Everybody loves sausage, but nobody wants to see it made.
Stew Smith: That is true.
Jim Edwards: And it’s real true.
So when you’re selling a service, nobody really cares about the tools that you’re using…
In fact, if you even tell people the tools you’re using, all you’re doing is cluing your competitors in on what you’re using and what you’re doing…
And then people can pick it apart, and you give them a reason not to hire you.
Me personally…
If I was selling a service, which I have done and do do, I would want to establish myself as an expert so that people would look at my company and say…
“You know what?
I would just let them do it.”
And great example right here in front of us, Mr. Stew Smith, I could figure out workouts on my own.
I could read a book and figure out a workout and do my periodization and all these other things…
But it is just easier to pay Stew to send me five, six new workouts every week.
And he keeps track of where I am on the periodization thing, and he keeps track of,
“I’ve got eight here, pain here, okay, I’ll make adjustments.”
I don’t have to think, I just have to do it.
And I own pretty much all of Stew’s books that are pertinent to me…
Terry said I can’t go be an FBI agent or US Marshall, so I didn’t buy those.
I can’t be a COP…
So I didn’t buy the SWAT one.
But I own the Tactical Fitness one’s a Tactical Fitness Over 40, The Warrior Workout book, all these different books and I have looked through them…
I’m going to be real with you…
I have looked through them, and I see many exercises that look familiar to the exercises that I am assigned every week…
But it is just easier for me to hire Stew to tell me what to do…
However, the reason that I wanted to hire Stew was because he had proven his expertise through his books and through his articles…
And I saw other people talking about the results that Stew had gotten for them by them following his advice.
So my suggestion would be that you NOT create a report about the six tools that you use to do what you do as an IT professional for people.
And we’ll talk about what I think you should do instead in just a second…
But Stew, I’m very interested in your thoughts on what we’ve talked about so far up to this point before we start telling them what to do next.
Stew Smith: No, you made a great point with sausage being made.
I don’t think people really care how their computers are being fixed.
They just want their computers to be fixed and their networks working, and their phones are attached to them, and everything works fine…
Jim Edwards: And they’re not getting hacked by Russians, Ukrainians,
Chinese, Polish people wherever…
Stew Smith: Right!
So I don’t think as an IT professional, you need to really say we’re going to use the latest and greatest Acme 2000 computer virus buster, (to think of the [inaudible] coyote, everything was acme.)
Stew Smith: Yeah…
I don’t even know a legitimate IT program to say…
“Oh wow, that’s a good program.
Maybe I should use it.”
I don’t even know…
Jim Edwards: Yeah…
Because my IT, I just come in and fixes it and puts it all up there and you know…
Anyway, so and but you bring up a good point on that because if you tell them the names of stuff, then some chucklehead who might otherwise just shut their mouth and hire you…
It’s going to go to the Google and put that thing in, and then they’re going to find some other chucklehead who bitches about the thing you’re using…
Whether they know what they’re talking about or not…
And then all of a sudden you get an idiot listening to an idiot wanting to argue with you about stuff they know nothing about but wanting to tell you how to do your job.
Stew Smith: Yes…
Or you got the guy who kind of knows a little bit about it and just goes buys the software himself.
Jim Edwards: Right!
Stew Smith: To do himself…
So you just kind of outsourced your service.
Jim Edwards: So that isn’t what I would do…
I would also if you’re going to go to the time and energy of putting together a report…
And he mentioned in there that he is a member of the Jim Edwards Method Premium, right?
Stew Smith: Yes…
Jim Edwards: So he has access to all of our wizards, all of our online wizards, all the downloadable wizards, not including Funnel Scripts, but all the ones inside the Jim Edwards Method, which is quite impressive…
And so one of the wizards that he has access to is the Three-hour Kindle Book wizard…
And if, if it were me…
Okay…
I don’t know exactly what kind of business he focuses on, whether he focuses on big corporations, (small mom and pop businesses), mid-level,
Whatever it is…
Hopefully it’s a specific group, not I do IT for anyone, which is probably not, that’s not a good thing…
Stew Smith: Right…
Jim Edwards: So whatever group that he goes after, I would suggest that he write a book like
“The 10 biggest mistakes or the three biggest mistakes companies make with IT that lead to ransomware, general gnashing of teeth, and ringing of hands, and loss of life, and marriage.”
I mean, that’s a bad title, but just something that would be a huge credibility builder…
Like…
Grab one of your books back there Stew…
Just grab that one and say, if you were going to meet if you were talking to a potential client who was going to pay you 300 bucks a quarter to send them…
(Way to go there Vanna Smith)
If you were going to talk to somebody who was going to pay you a hundred, basically a hundred bucks a month to send them workouts or whatever the charges now…
And you said,
“Hey, here’s a copy of my book.
If you’d like to check it out.”
All they’re going to do is look at it and then say.
“One of the great things that I can do to make your life easier is I can send you workouts every week…
You don’t have to think about it…
You just have to do what’s on the checklist…
If you have questions, you get my personal cell phone number…
If you’re having any problems, you can call me anytime and I’ll help you out.”
But the fact that you’ve got that book in your hand and you are a published author because it’s up for sale on Amazon…
You may only ever sell 10 books a year on Amazon…
But the fact that you have that book, I’m assuming that an IT contract with a business is worth many thousands of dollars to you…
So you’re not going to get rich having the book on Amazon, but you could certainly make a crap ton of money because you have the book and being able to hand it to someone.
That’s what my buddy Pete does with his…
I see his book over there, but I don’t want to go grab it…
But he’s got his book to give people and show people to hire him too…
Coach them on investing.
I mean, you can do it with all kinds of different stuff…
So let me show you the…
You want to take a look at the wizard real quick…
Stew Smith: You can do it with a business card, or you can hand somebody a book…
Jim Edwards: Right?
Stew Smith: Which one do you want?
Jim Edwards: It is more impressive…
And you know, when you do those in quantity and the quantity is not very big…
I mean, you can do them pretty cheap…
You can get a book that’s 50, 60, 70 page, perfect bound book done for a couple of bucks.
Stew Smith: Yeah…
Jim Edwards: Would you hand somebody $2 for the chance for them to hand you back $5,000…
And if the is not all day every day, then you’re not paying attention…
Especially because what we’re talking about with the IT stuff…
So, I’ll show you real quick what this wizard can do, which is pretty neat…
And, basically, you just have to answer 19 questions…
And the example I have loaded in here is actually from the book that we helped Stew do…
And so you basically…
It’ll just ask you,
“Who’s asking the questions”
Because the whole principle around this is, it’s done as an interview…
You do the interview, you have the interview transcribed, you get it laid out by somebody at Fiver, or you hire somebody at Fiver to make a cover for you…
And then the wizard does all the heavy lifting of writing.
Everything from your cover letter to your chapter titles to giving you suggestions for book titles…
That’ll layout 12 different interviews that you can choose from…
So this is the one we did with Stew…
So Jim Interviewed Stew…
You can have anybody interview you…
It was the target audience was a tactical athlete over 40…
Main keyword theme was recovery and maintenance…
And then it just asks you questions about the topic, the payoff, the benefits, then that’s pretty much it…
The rest of it is all about you as the author.
So it gets your experience, your earn the right, your background, your education, cool facts, big obstacle…
And then it’ll help you write the title…
So you would skip over that…
I got a whole training that goes with this that you guys can watch…
I just want to show you what it can do.
And so then I’ll ask you for a cool secret.
It’ll take you maybe 15 minutes to fill this out…
The hardest part is putting in the bullets about yourself…
And then the magic happens when you click the build button because this thing’s got 12 different interviews that you can do it all…
So me personally, I would do mistakes…
So if we were going to do a mistakes book…
We would choose that one…
It churns out an entire…
I mean, we could be here for a while…
But basically this turns out an entire interview, you know?
Hi everybody…
And welcome to three cut recovery and maintenance mistakes…
Every tactical athlete over 40 needs to avoid…
My name’s Jim Edwards and talking with recovery and maintenance experts…
Stew Smith…
I mean we filled that out like two years ago.
Stew Smith: Yeah…
Jim Edwards: So the thing is once you fill it out once, you could potentially write 12 books just from filling that software out one time.
So it has all the questions to get them…
And that has a bunch of extra questions that you can use to really fill out the interview.
So if you wanted to do an hour, hour and a half interview, it’s easy to do…
And an hour, hour and a half interview is going to translate into about a 50 to 60-page book…
And then what this will also do is it’ll write your ads…
He asked also in the thing about ads and stuff like that…
Stew Smith: You can write sales copy for the book…
Jim Edwards: Let me show you this…
If you want to sell it from your sales page or from your own website…
I just wrote an entire sales letter for that book instantly…
Alright…
Tactical fitness for the athlete over 40 attention tactical athletes over 40.
Listen in his recovery and maintenance experts Stew Smith reveals…
Tactical fitness for athletes over 40 actively pursuing recovery and maintenance…
How to train effectively and actively pursue recovery…
So it’s writes the first draft instantly for you…
It’ll make ads for you…
It’ll write your sales copy bullets…
It’ll write your author bio…
Just really cool…
Stew Smith: And by the way, this worked really well on Amazon and using Jim’s method, we were able to push this got ranked number one that first week it was out right…
Took a nice little snapshot of that Number One bestselling new release,
I think was it what it got after the first month?
And this also showed me that I was neglecting a market that I didn’t really think about that much in the 40 and over crowd
So I actually created three more books so people could build up from zero to 50…
Right…
And work their way up to this book…
Because this is a fairly advanced program…
So I actually created four books from this one thing, and I sell more of these on Amazon than I do my own published books now.
Jim Edwards: With a real publisher…
Stew Smith: Yeah…
So we’re not saying that’s going to happen for you, but we’re not saying it won’t…
But this is what Stew is really saying this is an absolutely legit way to create a book…
Stew Smith: Absolutely…
Jim Edwards: This is not, just some dorky hack…
So this thing will write your announcement emails, it’ll write your description for the back cover, it’ll write your cover letter, your author bio…
If you wanted to give it away free, it’ll write your sales copy of that…
It’ll write your paid book, your paid sales letter…
I just showed you that come up with a whole different bunch of different titles for it…
Stealth closes for your content marketing…
All kinds of emails…
If you wanted to interview other people to create your book and stuff or ask somebody else to interview you or writes all those emails and (whatnot.)
So it will do a ton for you…
And even if you wanted to do your book as a Webinar, it’ll even create your slides…
Stew Smith: Nice.
Jim Edwards: So I’ll just show you how it turns that out…
My suggestion would be before you start worrying about writing ads…
I mean, look at this, it’s a whole fricking webinar ready to go…
Before you start worrying about running ads and stuff, I would create something that I think is going to be more of an asset than just throwing stuff against the wall…
I honestly, unless you were selling a course or something, I just think the thing of giving away six tools in revealing the six tools you use and then trying to sell a service, it just doesn’t flow mentally for people…
I would much rather see you go through this process, create a cool book, use it as a real asset in your business, and get people to hire you.
Stew Smith: Yeah…
What is you’re saying?
It’s what it does…
Not what it is, but what is that…
Jim Edwards: Yeah, it’s so what it does not what it is…
Stew Smith: Right?
I mean, think about what you’re actually selling in this IT thing…
It’s you’re selling peace of mind…
You’re selling the ability to save a ton of time and effort…
Cause if you’ve ever tried to even just fix your own computer, think about trying to fix an IT network…
You’re selling security because I’m assuming that part of what you sell is to keep from getting hacked by…
I don’t know…
South American well, I mean there’s everybody’s worried about Russian hackers…
I’m sure there’s other hackers in the world…
I’m trying to…
You know, Bulgarian gangsters…
I don’t know…
But just start making a list of all those things in…
The best thing you could also do would be to talk to existing customers and say…
“Why do you hire an IT professional like me instead of either trying to handle it in house or do it yourself?”
And listen to the answers they give you.
What are your concerns about security?
What are your concerns about, about time and resources and stuff like that…
They’ll give you the buzzwords that you can use to sell other people…
Stew Smith: Yes, I would agree…
Some of those buzzwords may be fairly analytical, right?
I need you for this and this…
But I guarantee you there will be some emotional words in there that you can also use because you are really saving people a lot of heartache…
Downtime…
Completely unproductive at their work or home or whatever…
You could really find some emotional pull in there, too.
Jim Edwards: Absolutely…
Absolutely…
I agree 1000% with that.
And if we were looking at just titles and stuff for…
For what you’re doing…
Another thing that we have…
And this isn’t necessarily, but we’ve got a couple minutes…
I’m gonna show this…
Sometimes when I’m just trying to think of titles and stuff…
I’ll use the article title wizard…
We’ve got a bunch of different title and…
We got the nonfiction title wizard and stuff, but sometimes I’ll just jump in this article title wizard because you only have to fill in four things…
But what’s your main keyword for phrase?
Let’s say it’s IT Security.
Who is our target audience?
Business owner…
Business owners…
And what would you say is a big benefit they want?
A secure network.
Stew Smith: Yeah…
Secure a network, a no downtime
Jim Edwards: Secure network with no downtime…
Let’s try that…
Stew Smith: Yeah…
Jim Edwards: I mean, I know that somebody would probably can say…
Oh, you can never promise no downtime…
Okay…
Calm down…
I’m just looking at some stuff, some things to look at, you know…
Jim Edwards: Three IT security tips…
Every business owner needs to know that’s not a bad one…
That’s actually not a bad one at all…
I mean, and the number could be anything…
Stew Smith: Could be six…
Jim Edwards: It’s what you want to do…
It should be an odd number, though…
I think odd works better than even it just does because it makes people stop…
It’s like doesn’t, eh, a dozen eggs, but then Baker’s dozen, 13…
Oh, okay…
Let’s look down here…
List article or list mistakes…
Oh, three IT Security mistakes business owners make and don’t even know it…
I like…
That was kind of jacked up…
Let’s keep going…
I’m not sure where you lost me…
Stew Smith: I lost you right as you were showing…
You…
Let’s just start over where…
Jim Edwards: It’s fine…
I know where we were…
Stew Smith: Just on the title…
Jim Edwards: I don’t want to start over…
Stew Smith: On the title thing…
Jim Edwards: So…
Stew Smith: You’re on the title wizard finishing the last thing and showing you were reading…
Jim Edwards: Did you see any of this?
Stew Smith: Yup…
Jim Edwards: Okay…
So the big one that I liked was right here, the three IT Security…
Stew Smith: Hold on I’m not recording…
Jim Edwards: I am…
Stew Smith: Yeah…
But…
Okay…
You want to just keep it, and you fix it…
Jim Edwards: Okay.
Stew Smith: You’re gonna have to edit…
Jim Edwards: No, I’m not…
No, I’m not going to edit this…
Stew Smith: No?
Jim Edwards: I refuse cause I don’t have to…
I’m Jim Edwards…
I do what I want.
Stew Smith: Maybe we need an IT professional…
Jim Edwards: I do…
Yeah, I can see that…
Okay…
So the one that I liked the best out of this was the three IT Security mistakes business owners make and don’t even know it…
Stew Smith: Oh, I love that…
Jim Edwards: To me, that one…
And it can be whatever number…
The seven deadly IT Security mistakes business owners make, and they don’t even know it…
Boom…
That book could have blank pages in it
Just by showing them the book…
That thing would rock.
So I like to come in and use this wizard because it’s a little simpler than the nonfiction title book one, but it’s still cool.
But I would just tell you guys, the biggest thing to do is think through what you would use to get somebody to take action in this situation.
Think it through, and look at it from your own perspective as well…
If you were a customer, would this make sense to make you want to sign up?
Or would it just create confusion in people’s minds?
So I know we gotta wrap this up, but that was fun…
I’ll get it edited together, and I’ll shoot it over to you, man…
So I appreciate you guys…
As always, check out Sales Copywriting And Content Marketing Hacks, the private group…
It’s easy to join, it’s easy to contribute, and you’ll definitely get a lot out of it…
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