Transcript…
Jim Edwards: Hey guys, and welcome back to Funnel Scripts live…
I’m your host Jim Edwards, along with my podcast producer Mr. Stew Smith…
Welcome Stew…
Stew Smith: Hello, Jim.
Jim Edwards: And today we are going to talk about and demo a cool concept called “sell them what they want and include what they need.”
Now the reason we’re doing this is because about a week ago, I posted an article in the group that I said…
Hey, sell them what they want, not what they need…
And we talked about all kinds of cool stuff and that post got tons of reaction, and people were excited, but there was still some misconceptions about that…
And they were saying…
“Hey, Isn’t it basically wrong to not include what they need, aren’t you doing them a disservice?”
“You have to give them what they need.”
And I reminded people, I didn’t say, don’t give them what they need…
Don’t include what they need, just don’t sell them what they need.
And so I use the analogy of people need to go to the gym and work out, but they want to eat a donut…
And so if you wanna make money, sell donuts, think about it…
When was the last time somebody came to your door, some small child door to door on a Saturday and said…
Hey, you want to sign up for a gym?
I mean, you’d slam the door in that kids would get off my yard, bam!
But then when the boy Scouts come through with the Krispy Kremes on Saturday morning, selling them for like six bucks and you look out…
Making sure that none of your neighbors…
“Give me a donuts boy, here’s your money.”
“And I get out of here and don’t tell anybody and don’t tell my trainer.”
So that’s the reality, right?
You ain’t going to sell a gym membership door to door, but you can sell donuts door to door all day long…
You could sell donuts…
Okay…
Stew Smith: That is a good point!
Jim Edwards: That’s what people want…
Stew Smith: People want donuts.
Jim Edwards: There’s no targeting…
Stew…
Think about it…
It’s not like hey kids, we need to sit down and really think about where we’re going to canvas and try and sell these gym memberships.
No, it’s, hey look, there’s a bunch of fat dads sitting around getting ready to watch fricking football, and they want donuts.
Walk up this street cause we need new camping gear and knock on the door and say real simple.
Say this…
“Would you like to buy a box of donuts to help out the local boy scout trip they’re six bucks and hold it there.”
Stew Smith: Sold, sold…
Jim Edwards: I’ll take two, two donuts, sir?
No two boxes giving them donuts for nobody sees…
So the point is that I don’t know how this is to do with include what they need…
Maybe they need napkins or something…
Stew Smith: Well, you got half of the equation right now.
Jim Edwards: Right?
Okay…
Stew Smith: You just really went on like this is what people want…
Jim Edwards: Right.
Stew Smith: But and a sales copy that you’re going to provide, you’re going to provide both…
Jim Edwards: Right.
You’re going to give them what they need…
Stew Smith: Yes…
Jim Edwards: Even if you never mention it in your sales copy…
It’s more of a fulfillment thing than it is in your sales copy…
Okay…
This would be really quick, but that will show also when it comes to topics for creating content…
This applies to anything.
This applies to sales copy, it applies to content marketing and applies to articles and videos and anything that you want somebody to spend their time or money on…
What am I talking about?
Well, let’s go over here to Funnel Scripts…
And this is the Seinfeld email topic idea script…
And this is the one that helps you to come up with ideas for…
Not dusk, I was going to say “come up with ideas for doughnuts,”
But really this helps you come up with ideas for doughnuts that you’re gonna create content and have people get to know you, like you, trust you, all that good stuff.
So, normally what people do, and the purpose of this script is to help you come up with ideas for articles and emails and whatnot…
Somebody might say, okay, my topic is an author and or my target is an author, and my topic is book publishing…
So we click build and it’s like
“11-grade book publishing tips for authors”
“Three insider book publishing tips that every author needs to know those are okay…”
You Know what I mean?
I mean this is kind of what they need…
They need info on book publishing, but why do they want info on book publishing?
Meaning, what’s the payoff of book publishing?
What is the thing they want?
This is what they need, and they can kind of make the mental leap to,
“I need to know about book publishing, but the reason I need to know about book publishing is so that I can have a book that’s going to help me make $1 million.”
Or that’s I can become a famous author…
Oh, you want to know about book publishing so that you can be a famous author…
Well, what if I reverse the process?
In other words, what if I say the topic is become a famous author…
That’s what they want, right?
So what are three insiders become a famous author tips…
Every author needs to know…
Well, that doesn’t read 100% right?
But it is actually gets you thinking, what are three insider tips on how to become a famous author that every author needs to know?
Oh, well, that’s a whole different conversation…
Stew Smith: Yeah…
Jim Edwards: Then, how to publish your book…
I mean, I can tell you, you can publish your book by hiring somebody off of Fiverr.
They can publish your book for…
For 10 bucks, you can get your book.
That’s not sexy, but I’d love to know how to become a famous author…
Or what’s another topic that this person’s interested…
Bank, big royalty checks…
Ultimately that’s why I wrote my first book.
I thought that I was going to publish the book and someone was going to sell it and I was going to get a check every month…
When you published your first book, did you have that little fantasy, at least for a week’s do?
Stew Smith: Oh, absolutely…
I had that for the whole time I was writing it…
I mean that was motivation to write this thing…
Jim Edwards: I’m going to write this, I’m going to get it published and somebody going to send me money…
Stew Smith: Right…
Jim Edwards: Okay, so let’s talk for a minute about, now with this one, we’ll click build and bank big royalty checks.
So, what are three advanced bank, big royalty checks, tips, authors need to know…
Let’s say…
Okay, this gives me an idea how to bank big royalty checks…
Three tips every author needs to know…
I mean, that would be the title of my thing…
Okay…
That’s a very different approach than saying three tips to publish your book.
You’re still going to give them the exact same information, but you’re couching it completely differently.
We’re selling them in the headline what they want, and then in the article, we’re going to give them what they need.
You gotta focus in on a, on a group of people that’s big enough that you’ll be able to dive in and find enough customers to buy from you.
You need to sell them solutions to their problems…
And number three, you need to do systematic marketing over and over and over in order to sell books.
Cause it’s not about being the best writing author, it’s about being the best selling author.
Those are the exact same things I would’ve said with the title being something like three ebook publishing tips every author needs to know,
But I’m selling them what they want to know, which is they want to bank big royalty checks…
Are you guys getting this?
Give us feedback in the comments down below…
Does this make sense?
Is this resonating?
We’ll give it another couple of examples here, but it does this make sense?
We’re selling on what they want, the result, and then we’re giving them what they need, which is the process…
But most people sell the process…
There’s a great saying from the South…
Have you ever heard this, Stew?
Everybody loves sausage, but nobody wants to see how it’s made…
Stew Smith: That is true…
Jim Edwards: And if you’ve ever seen how it’s made, you’ll never eat it again…
So if anyone ever offers you a make sausage videos, tell them politely…
No…
So let’s do another one from Stew’s world…
Okay…
So let’s do Navy recruit…
And the first one that you might think is do more push-ups.
So, what are three inside or do more push-ups, tips every Navy recruit needs to know…
More repetition alternating…
Well, you tell me, Stew, what are the three quick tips?
What would be the three “do more push-up tips every Navy recruit needs to know”…
Just real quick…
Stew Smith: First, practice push-ups…
Jim Edwards: Okay…
Stew Smith: And then practice a variety of push-ups…
Jim Edwards: Okay…
Stew Smith: And then, also recover.
You have to rest.
You can’t do it every single day in a row…
You have to have some days off.
Jim Edwards: There you go…
That’s how you do it…
Now let’s go back over here and let’s stop selling them what they need because, well, nobody actually wants to do more push-ups…
What they want to do is max your PT test…
Okay?
That’s what they really want.
They want to have a max score on your PT test.
“So what are three insider max, your PT test tips every Navy recruit needs to know?”
Which of those is sexier?
Here are three tips to max your next Navy PT test…
Isn’t that better than here are three tips to do more push-ups.
They don’t want to do more push-ups.
They want to max a PT test.
Now, these three advanced max, your PT test tips, Navy recruits need to know…
Wouldn’t you tell them the exact same thing you just said?
Stew Smith: Yes.
Jim Edwards: Now, let’s take it a little bit further, and I don’t know if you would say this.
We said this back in the day, back in the 80s, when I was getting up early and going over to the gym with ROTC, but
“be a PT god,”
That was what everybody was.
Everybody wanted to be a PT god…
What are three insider “be a PT god” tips every Navy recruit needs to know, and it’s basically would translate…
How to be a PT god…
And you could also with the titles and headlines…
Which do you like better?
The max your PT test thing better…
Stew Smith: I like the PG god, but take out “be a,” just put PT god…
Jim Edwards: Okay…
Stew Smith: I might just read better for observation…
Jim Edwards: A level three insider, PT god, every Navy recruit needs to know…
What are three questions every Navy recruits should ask about becoming a PT god, I like that…
That’s a good one…
What are three mistakes Navy recruits make, trying to become a PT god?
That’s good…
So you shouldn’t capitalize god though…
So here’s the thing though…
Let’s go over here to the content scripts…
$1 million sales headlines may know, or content scripts.
And let’s see how this works.
Again, there’s not a ton of this, but now let’s take this to the next level.
So PT testing, who’s your target audience?
Navy recruit, area of concern…
Stew Smith: Failing.
Jim Edwards: Failing your PT desk…
And then action they wanna take…
I really need to max my PT test or maximum PT…
If I could become a PT god, that would be amazing…
And the enemy they face is Cheetos.
Cheetos and PlayStation.
Your max my PT test checklist…
That’s not bad…
How to become a PT god faster…
The easy way to become a PT god…
Stew Smith: …
Jim Edwards: That’s pretty good, right?
Stew Smith: I liked that…
Jim Edwards: Oh, PT testing advice…
Every Cheetos lover needs…
I like that…
What you don’t know about PT testing that hurts you…
What’d you don’t know about how to become a PT god can hurt you…
How to beat Cheetos at their own game…
“You can become a PT god, here’s how.”
Done!
That’s it…
Drop the mic…
That is, in fact, not even drop the mic dude…
That’s not dropped the mic that is dropped the unicorn frickin magic wand…
Just drop it…
Boom…
Hurt my ear…
Anyway, this is live people…
That was an amazing headline actually…
And I’m going to go back over to that.
You think about that…
You can become a PT god, here’s how…
Isn’t that more compelling then you can max your PT test here’s how…
Which is much better than you can get better at push-ups…
Here’s how…
Stew Smith: Yes…
Jim Edwards: Yet everybody wants to talk about what it is, not what it does, and they want to sell what the people need, not what they want…
What you should want to do is sell people what they want and just include what they need…
And if you can do it with an article, you can do it with a product…
You can do it with your software…
That’s what we do with Funnel Scripts.
That’s what we do with Copywriting Secrets…
I mean, the promise is how everyone can use the power of words to get more clicks sales and profits.
No matter what you sell or who you sell it to.
Jim Edwards: You want more clicks, you want more sales, you want more profits…
This book delivers it…
But I give you what you need in the pages of the book because I know what you need to do it…
But I got to sell you what you want in order to give you what you need.
So I think that this was an amazing example and I am fired up, man.
Cause this is showing me some more ways to show people how to fill out Funnel Scripts and get better results and stuff.
But you think about that payoff of, I mean I’ve talked to lots Stew…
What’s your reaction to this?
Stew Smith: No, I love it back…
I wrote that down…
I’m gonna put that somewhere in my headliner to test it out…
Jim Edwards: That’s cool, man…
Stew Smith: But I will say this is another way to use the Funnel Scripts.
And to play around with what you want and what do you need…
Jim Edwards: Right…
Stew Smith: And see the difference between the two, and that will also guide some content for you and (it) if you’re starting from scratch…
Jim Edwards: Absolutely…
Stew Smith: Just thinking in terms of bone, trying to sell them what they need or I’m selling them what they want and as long as you’re including what they need to be authentic than sell them what they want, talk about what they want…
Don’t talk about anything else than what they want.
And you know in your mind, I’m giving them what they need too, I’m being authentic.
It’s when you don’t give them what they need in order to fulfill the promise that’s made in the sales copy, that’s when you’re a jerk.
Okay…
That’s when you’re going to have refunds…
That’s when people are going to get upset with you.
But absolutely, man.
I had a little breakthrough here, and I’m excited…
I want to go back and start filling out Funnel Scripts again with different stuff and just asking that one little question.
Am I talking about what they want?
Am I talking about what they need?
And that’s really cool.
So you guys let us know, was this cool?
Was this exciting?
Was this helpful?
Are we the only ones in the entire universe that are excited about this?
I hope not.
But cool…
So if you’re a member of Funnel Scripts, you can go in right now and say, what, let me go back to some scripts that maybe I’ve used in the past and load up my projects and analyze some of these and say, am I talking about what they need or am I talking about what they want?
Experiment, play, try different stuff…
I mean, you saw me filling the thing out, whacking the button…
I don’t like that.
Let me go back and try it a different way…
Whack that get a friend on zoom or on the phone or something and play with it together.
And if you’d like to get some further distinctions with sales copy, make sure you pick up a copy of copywriting secrets available at copywritingsecrets.com…
Just I’ve already bought the book for you…
All you have to do is just pay the shipping…
I would remind everybody that this podcast is the official Funnel Scripts podcast posted with permission from the big man himself, Mr. Russell Brunson.
So, Stew, I got nothing else…
I’m excited…
I want to stop and go start playing with FunnelScripts cause I literally, dude, I have turned a switch in my head and I’m excited…
Stew Smith: Oh yeah, I’m doing a test today.
Jim Edwards: Cool…
Stew Smith: Absolutely…
Jim Edwards: Awesome…
Well, you guys have a great day…
Let us know what you think in the comments down below, and we will talk to you soon…
Bye-bye, everybody.