Jim Edwards discusses one page in the new book Copywriting Secrets – https://copywritingsecrets.com/order-form-1860195732552197 and walks through the Killer Headline Script within Funnel Scripts https://funnelscripts.com but makes changes to some of the template sales copy by adding elements of the Ten Reasons Why People Buy section of the book.
“People Don’t Buy Without a Reason Why”
Whether it is to make money, save time and money, or avoid effort, the Ten Reasons Why People Buy are a smart reference tool for us all and Jim shows how to use it effectively combined with the Funnel Scripts.
This is Funnel Scripts Live with Jim Edwards… an Official Click Funnels Production” For more information – See https://FunnelScripts.com Check out Funnel Scripts! Once again, thank you for listening and if you want to be on the show or just ask your question and we can help you with it, go to: https://members.funnelscripts.com/live/ All the scripts we demo are available right now for Funnel Scripts members to use! And, if you’re not already a member of Funnel Scripts, you should be! Head on over to https://FunnelScripts.com to get started today! If you’ve already seen the training and just want to sign up, go to https://FunnelScripts.com/go
Transcript…
Jim Edwards: Hey guys, Jin Edwards here…
And welcome back to the next episode of Funnel Scripts Live…
I’m your host Jim Edwards along with my podcast producer, Mr.Stew Smith…
Stew Smith: Hello, everybody.
Jim Edwards: Welcome, Stew!
And so today we’re going to do something kind of cool and you guys are going to let us know whether you like this format or not.
And if you do like this format, then we’ll do it again.
If you don’t like this format, then we’ll never do it again.
So either way, we’re gonna win today.
It’s called a win-win or no-deal situation, Stew.
Stew Smith: I like it?
Let’s do it!
Jim Edwards: So what we’re gonna do today is we’re going to do a little training out of the Copywriting Secrets Book.
Available@copywritingsecrets.com this is an officially endorsed program product of the Click Funnels universe.
And by the way, this podcast is posted with permission by the big man himself, Mr. Russell Brunson.
So what I thought we’d do is just teach you guys a lesson out of the book…
And then I wanted to show you how it would apply in a copywriting situation.
So secret number three in copywriting secrets is “people don’t buy without a strong reason, why.”
And I’m going to read off to you guys on from page 16 the 10 reasons why people buy.
These are the 10 primary motivators that move people.
And then I want to demonstrate for you guys how you can use this…
And I guess we’ll use the example of headlines and stuff…
So here are the top 10 reasons why people buy something…
Now, keep in mind that it could be one of these reasons, but more likely the not…
It is a combination of these reasons.
And I’ll explain why that’s important…
So people buy to…
One, make money…
Two, save money.
Three, save time…
Four, avoid effort…
Five, escape mental or physical pain.
I have now run out of fingers, Stew and I cannot count off anymore…
I’m holding the book…
Okay…
Stew Smith: We countdown…
Jim Edwards: Six, get more comfort…
Seven achieved greater cleanliness or hygiene to attain better health…
Eight, gain praise…
Nine, feel more loved…
And Ten, increase their populate popularity or social status…
So let me run through those again real quick…
Make money, save money, save time, avoid effort, escape mental or physical pain…
Get more comfort, achieve greater cleanliness or hygiene to obtain better health, gain praise…
Feel more loved…
Increase their popularity or social status.
Now Stew, Let me ask you this…
What is the one of those that you think most people always default to when they’re writing their sales copy…
Stew Smith: Save time and money…
Jim Edwards: Okay…
Stew Smith: I know it’s two, but…
Jim Edwards: That’s fine…
That’s actually make money as the number one reason why the people use it…
The problem is that it is often the only reason they give people to buy…
And that’s not good.
Stew Smith: Yeah, that is true, I see what you’re saying…
I was thinking why I would use it because yes, of course, you’re making money, but I’m thinking about it…
I want to save time, and I want to say money might not hiring a copywriter…
Jim Edwards: Right…
Okay…
So my point though is that you just proved the rule…
You’re thinking at it from the terms of a customer…
Why do I normally buy something?
And it’s like, “Well, I like saving time, I like avoiding effort, I like saving money.”
But when people are writing their copy, they’re only focused in on how you’re going to make,
“Oh, this is gonna make you $1 million in three days!”
First of all,
“No, it’s not.”
And number two, that’s not why everybody buys…
So you got to imagine it like a tent…
All right?
If you’ve ever put up a tent, if you only put down one tent stake and a wind comes along, your tents going to blow over.
It’s just going to be waving around in the break…
Stew Smith: Like a flag.
Jim Edwards: Right!
So at a minimum, you need four tent stakes, right?
To hold down the four corners…
So I’m not saying you have to have four reasons, but the more reasons you have…
In sales, it’s called the tie-down…
The more ways that you can tie somebody down, the more likely you are to actually make a sale…
So what I want to do is illustrate this with headlines cause we all know headlines are the most important part of any copy, the hook, the headline, the first words out of your mouth, the first words they see on a page.
And I want to show you how having this list can make a huge difference when you’re writing your copy…
Now, rather than writing copy from scratch, we’re going to use an amazing tool called Funnel Scripts to illustrate this…
And I’m going to show you how having this list in your hot little hand when you’re writing your headlines can come in and actually help you come up with some really, really cool angles…
In this case, four headlines or sub-headlines…
Do you have any questions or thoughts at this point, Stew or do we just jump over to it?
Stew Smith: I say we do the walkthrough because these are always so much fun…
Jim Edwards: Okay…
So here we are over at the killer headline scripts…
And what I’m going to do is zoom in, and we’re going to go ahead and load in an example.
So we’ll do the ebook author coaching one…
We’ve got a bunch of different examples here.
So, where does the WHY tie in here?
Well, the WHY just so you know WHY is going to tie in with the big result, right?
This is why somebody is doing it…
The payoff that they’re going to get…
So, in this case, we’re talking about an ebook, author, keyword titles, ebook marketing, ebook writing…
And this is all kind of feature stuff…
But now we’re getting into the WHY, and really the bigger results they want and the pain they want to avoid is the why not…
If you think about it…
Honestly, this is the why…
This is the why not…
But all we’re looking at here is these two variables…
Once we got this thing filled out…
So if we want to look at some headlines in here…
“Wow! Create passive income from Amazon royalty checks quickly and easily.”
“Now you can create passive income…”
“You don’t have to be an ebook pro to sell a lot more books halo to creating passive income…”
“So what I want you to look at though, the how to sell a lot more books without trying to write it all yourself…”
So that’s kinda how it is now…
So it’s about passive income…
It’s all based on making more money.
But what if we want to tie down people differently, especially throughout our sales letter…
We have different sections…
You’re gonna need different sub-headlines, but not everybody wants to write a book to get rich.
So looking at this, the big result they want.
And then looking at our list, make money, save money, save time, avoid effort…
Let’s look at the saved money…
All right?
Or actually, let’s do the save time.
So my audience really wants to write a book fast…
How about if we did that?
Stew Smith: Yeah, I think that’s great…
Jim Edwards: So if we’re talking about saving time, now we could say
“write a book fast, but how about write your book in days, not weeks or years.”
Stew Smith: Woo…
That’s kinda cool…
Jim Edwards: Okay…
So let’s tie them down a couple of different ways…
So we did the make money, save money, save time, avoid effort that writes your book in days, not weeks or years…
That could be a same time also kind of a save effort…
Now you’ve written a bunch of books…
What could we put in here that would be a save time or save money thing?
This is making us think, but…
Stew Smith: Yeah.
Jim Edwards: What are the things that authors typically…
Stew Smith: Well, for me is the pain of like procrastinating.
Does that make sense?
Like I’m just not getting it done, so I’m using a simpler method to get it done faster, I guess…
Jim Edwards: But the escape mental or physical pain is really where you’re getting in there because procrastinating starts causing pain…
Stew Smith: Yeah…
Jim Edwards: So that might be the pain they want to avoid…
Stew Smith: Okay…
Gotcha…
Jim Edwards: My audience really wants to avoid procrastinating…
Procrastinating what?
Stew Smith: In launching the product…
They want to avoid procrastinating…
Jim Edwards: To get procrastinating to get your book done…
Stew Smith: Yeah…
Jim Edwards: Okay…
But I still want to do a different thing up here…
I don’t want to do money on this…
Stew Smith: Okay…
Jim Edwards: So save money, save time, avoid effort…
How about gain praise…
My audience really wants to get recognized as an expert…
Stew Smith: There you go.
Subject matter expert…
Jim Edwards: Okay, cool…
So let’s whack the button and see…
But see we’re taking a totally different thing…
What’s new in ebook writing…
“So you can get recognized as an expert in your subject for ebook authors who want to get recognized as an expert in your subject, but can’t get started…”
Dude, that’s a good headline…
Stew Smith: I like that…
Jim Edwards: Wow…
“Discover…
See how easily you can get recognized as an expert in your subject fast.”
Dude…
That’s good!
Okay, let’s click it again…
How you can get recognized as an expert…
Oh, there you go…
“You can get recognized as an expert in your subject almost instantly when you hold up a book and show somebody your book”
That’s how you’re going to get recognized instantly…
But see how these headlines have nothing to do with making money and everybody always defaults to making money.
These are good.
I mean, I’m just saying…
Stew Smith: No, I like it…
That’s a really good point because sometimes people get thrown off by the make money overnight sales pitch.
Jim Edwards: Well, even just to making money, you, a lot of people aren’t writing the book to make money.
They’re doing it…
So they were an expert…
Stew Smith: Yeah.
Jim Edwards: Or gain praise.
Hey ebook authors.
Here’s how you can write your book in days, not weeks or years, and avoid procrastinating to get your book done.
How to write your book in days, not weeks without procrastinating to get your book done.
Oh, how to write your book in days, not weeks or years…
So you can avoid procrastinating…
Stew Smith: Or just procrastination…
Jim Edwards: Yeah…
Let’s see how procrastination works in here…
Okay…
Oh, look at this…
“How to get recognized as an expert in your subject and as little as 30 days”
That’s really good…
I really liked that…
Stew Smith: Because that saves time…
Saves pain…
Jim Edwards: Sure…
Okay…
So let’s push this some more…
I mean, it lets, this is where, just as an aside and you guys tell us down in the comments below what you think of what we’re doing here is this helpful going through this list and then really brainstorming different reasons why since WHY instead of just the default with the money, but this is where it becomes not really work, but this is where you gotta think…
But it’s a heck of a lot easier to think this way than it is to stare at a blank cursor going, I have no idea what I’m doing…
Stew Smith: Absolutely…
You’re getting some guidelines there to guide people…
And this tool is helping you with this tool…
Jim Edwards: Exactly…
It’s like Flint and Steel as opposed to each one by themselves is incapable of lighting the flame of inspiration as we are doing right here.
Right now, Stew!
I just get so excited and carried away!
Now I’m going to throw this out…
How could we do this with the get more comfort?
How about get treated like a celebrity…
Stew Smith: Hmm.
Yeah…
Cause that’s fame…
Popularity…
Jim Edwards: Yeah…
Get treated like a celebrity as an author…
So that’s the increased popularity or social status…
And they feel more loved and get praise…
How about something like impress your friends…
Stew Smith: Friends and families…
Jim Edwards: Yeah, you could do impress your fans, friends, and family, but I’m thinking, coworkers…
Stew Smith: Or audience…
Jim Edwards: And colleagues…
Stew Smith: There you go…
That’s good…
Jim Edwards: If I could spell it, I don’t even know how to spell colleagues…
Stew Smith: You’re right…
Jim Edwards: Oh, there you go…
Impress your friends and colleagues with the book you wrote, I don’t think it’s friends and coworkers…
It’s in pressure, coworkers, and colleagues…
Stew Smith: There you go…
Yeah…
Make it a little shorter…
Jim Edwards: So let’s whack that and see…
But you can see at last now you can impress your coworkers and colleagues with the book you wrote…
Jim Edwards: Struggling with procrastination when writing your ebook, try the bestselling author coaching guaranteed…
Oh dude, look at this…
“Here’s a way to get treated like a celebrity as an author…”
And you know what?
It should just be celebrity author…
Stew Smith: There you go…
Jim Edwards: Not as an author, but get treated like a celebrity author…
This has nothing to do with money, but in some ways, it’s like they’ll infer what that means…
This coaching helps you get treated like a celebrity author.
Here’s the proven coaching pro ebook authors use to quickly get treated like a celebrity author…
That’s got possibilities right there…
Playing…
Little known ways to get treated like a celebrity author…
I would just change that too fast…
Wow…
That’s good…
You know what?
I’m going to change this one around a little bit…
“Write a book to impress your coworkers and colleagues.”
I think that reads better…
What do you think?
Stew Smith: Oh yeah…
Jim Edwards: The wrong way and the right way to get treated like a celebrity author…
I like that.
I’ll show you how to write a book to impress your coworkers and colleagues in 30 days without procrastination.
That’s pretty good.
(Oh, the Wrong way) and the right way to write a book to impress your coworkers and colleagues.
Jim Edwards: You’re not liking that, huh?
Stew Smith: Oh, no…
I like it…
My brain is thinking about all the different options here…
Jim Edwards: Okay…
Stew Smith: And then the problem as you got to pick one…
Jim Edwards: I know!
How to get treated like a celebrity author and as little as 30 days…
I love that one…
How to write a book to impress your coworkers and colleagues in as little as 30 days…
I love that one…
how to get treated like a celebrity author…
I love that one…
How to write a book to him…
Even if you have now this marketing and sales experience, I would probably change that to even if I’m going to go with a stand, but even if you failed high school English class.
How to write a book to impress your coworkers and colleagues even if you failed high school English class…
Dude, that is mint…
Stew Smith: I like that one a lot.
Jim Edwards: How to get treated like a celebrity author in 30 days…
Even if you failed high school English class…
That’s good.
I don’t know…
You guys tell me down below whether you think it’s good or maybe I’m just gonna buy like a thousand copies of my own book…
Stew Smith: No, I love that…
I loved the fact that one of the number one reasons why people won’t write a book?
Jim Edwards: Cause it takes forever…
Stew Smith: Well, it takes forever…
But they also,
“I suck at English.”
Jim Edwards: Right.
Stew Smith: “I can’t, write.”
Jim Edwards: I like this…
My (audience) really wants to avoid spending years writing your book cause that’s one of the things we really want to avoid…
Stew Smith: True
Jim Edwards: I’ll show you how to get treated like a celebrity author…
I love that…
Some people that is going to be, at last, I’ll show you how to get treated like a celebrity author fast, dude, that’s (mint…)
How’d it get treated like a celebrity author without spending years writing your book, dude…
That’s awesome…
But, the thing is, it’s funny because I will admit to me, so you guys can tell me whether you think that’s good or not.
I think it’s cool.
And, just like you said, Stew, by using the tools in the book to then use the tools with Funnel Scripts…
Me personally, even, I’m more excited about these headlines than I am about “creating passive income with kindle…”
I mean, yeah, that’s the thing that everybody expects, but now it’s like impress your friends, be a celebrity author, and I need to be reminded of this stuff.
I mean, pretty much I created this book as my own little note…
Stew Smith: Having those top 10 reasons why people buy written down on a piece of paper right next to your computer…
Great idea.
Write those things down because that’s what I did while I was looking down, and while Jim was talking, I wrote everything down on my little post-it note…
Jim Edwards: I got the three by five cards that are just everywhere on these monitors and stuff…
They’re everywhere…
Because that’s, it’s your little quick reference guide…
So I hope you guys liked it…
You guys let us know if you enjoyed this in this kind of format, the way we were doing this…
And we’ll do some more…
I’ll teach you some more out of the book.
If you’re thought it sucked than say
“Hey Jim, that sucks!”
Go back to what y’all were doing before…
But let us know…
I appreciate that…
Thank you…
But let us know, and if you haven’t picked up your copy of copywriting secrets, I have bought you a copy…
All I ask is that you just pay shipping and handling…
So if you’ll pay the postage, I’ll send you the book you can head on over to copywritingsecrets.com…
If you are an affiliate for Click Funnels, we actually have this in the ClickFunnels affiliate program, which is really cool…
So we have a neat funnel behind it with some extra goodies that people are grabbing up…
And if you are a Funnel Scripts user, you can use that script that we just demonstrated…
And if you’re not a Funnel Scripts user, you should be, you can go over to funnelscripts.com and check out a really cool training that Russell and I did.
We’ll teach you three cool secrets about copywriting, and then you can sign up for Funnel Scripts as a result…
Or if you’ve been on the fence, you want to jump in and go to funnelscripts.com forward slash go, and you don’t have to watch the webinar…
You can just sign up and jump in…
So Stew, great job, appreciate you helping me brainstorm that.
That was a great example of if we’re…
You got to force yourself to think past the easy stuff.
You know what I mean?
And that was a good example…
I love that feeling of getting that breakthrough and trying different things and seeing what shows up…
So that was a lot of fun and a good reminder that this is not something, even though this and I have this list memorized, you need to use it.
Stew Smith: Absolutely.
And, we just had the easy button done for us…
Already done, right?
And there’s another 15 or 20 that are already done for you in these scripts.
Jim Edwards: Exactly…
Stew Smith: But, fine tuning them just a little bit to change the Y because people don’t buy without a reason why…
Jim Edwards: There you go…
Some smart dude said that.
All right, you guys have a great day, and we’ll talk to you soon…
Bye-bye everybody.