EPISODE #1 - The Soundtrack of Your Business

August 14, 2019

August 14, 2019

Your business is just like a blockbuster film. BUT… Without this crucial element, even Stephen Spielberg’s films would fall on deaf ears and hard hearts.

When it comes to your business, YOU, the business owner, the entrepreneur, the risk taker… YOU are Stephen Spielberg. You’re the director. The mastermind. The wizard behind the curtain.

But no matter how great the cinematography, the actors, or the location… Your film has ZERO chance of triggering your audience’s emotions without a well crafted soundtrack.


00:02                            Your business is just like a blockbuster film, but without this crucial element. Even Steven Spielberg's films would fall on deaf ears and hard hearts. When it comes to your business, you, the business owner, the entrepreneur, the risk taker, you are Steven Spielberg. You're the director, the mastermind, the wizard behind the curtain, but no matter how great the cinematography, the actors or the location, your film has zero chance of triggering your audience's emotions without a well-crafted soundtrack. It's the music of a film that tells the audience how to feel. It tells them what's going on in the main character's mind and heart. The music warns the audience of approaching danger. It tells you when to laugh. It tells you when to cry, but when it comes to your business, what's the soundtrack? Where's the music? How will your audience know deep down that you can solve their problems, sue their pain and help them find their never, never land once and for all? That's the question we'll answer today on episode number one of the music of copywriting podcast, the soundtrack of your business.

01:23                            Welcome to the music of copywriting podcast. The copywriting resource for take action entrepreneurs. I'm your host, Doug Pew.

01:39                            Hello. I'm so excited to be here at episode number one of the music of copywriting podcast. Today we're going to talk about the soundtrack of your business. A quick introduction, I want to let you in on a little secret. Copywriting is not my first career. It's my second career. My first career, as you may have guessed, is music. I'm a classical musician. Actually. I have a doctorate in classical music composition. I'm a conductor. I'm a composer. I studied at the renowned Cincinnati Conservatory of Music. I studied in Europe for a time as a Fulbright scholar at the Chopin University of music, which is like the Juilliard of Poland. I've had works, premiered at the John F. Kennedy Center at the Carnegie Hall, and a had a really exciting music life. Unfortunately, I lost my teaching job. I was a professor and, um, was in a situation where I no longer was a professor and it's kind of a long and crazy story which we'll save for another day.

02:47                            But basically I was at this crossroads and had to decide what I was going to do. And, um, I got a, I got a little job working for my brother in law as a marketing online person. Started reading lots of books and learning about what does it take to succeed in online marketing. Uh, I found out about this copywriting thing and was really interested. I started learning from the best from Gary Halbert, from John Carlton, David Garfinkel, Ray Edwards, Ben settle and many others. And I started applying that what I was learning to my brother-in-law's business and also to my wife's, um, MLM business, which really started to take off with simple applications of this idea of copywriting. And I was starting to really get hooked. So I'll tell you more of my story another day. But the lesson for now is that copywriting really does have this sort of magic sauce that can transform any business into a better business and transform customer relationships into better customer relationships and sales into more sales and so on and so on. But the reason you're here today is to find out what is the soundtrack of your business. So I want to get to that, but before we answer that question, uh, precisely, I want to talk a little bit more about film music, because that's going to create the basis for our discussion. So let's talk about why film music is so powerful.

04:39                            so you've heard of directors like Steven Spielberg and George Lucas and others. These are great masters of the art form of film. But the truth is there are only half the battle when an audience is sitting in the theater. Yes, they need to see what's going on on screen and understand the text and the dialogue and hear the sound effects. But without the music, the message of the movie can fall absolutely flat. One of the greatest film composers ever, perhaps the greatest is a man named John Williams. You're probably familiar with many of his tunes. I'm going to play some snippets for you today, but the power of film music is it tells you what to feel. So, for example, the great film Schindler's List directed by Steven Spielberg about the Holocaust and about this man, Schindler who helped many, um, captured Jews find freedom. There's a great, great bit of music written by John Williams that really depicts the feeling of the moment, listen to this. Okay, I'm going to sing this because I don't have a license to a John Williams music, so please bear with a little singing.


06:31                            Okay. What do you feel when you hear that music? I feel the pain of those people. I feel the challenge. I feel the torture. I feel the, the yearning inside them. And that's very much what occurs during the film. You start to identify with the people in the action because of the music. I have two more examples for you. Okay. Here's one from a George Lucas film. I'm sure most all of you have heard, but when you hear this, what's the first thing that comes to mind?


07:22                            You know the rest. I know what I see. I see Darth Vader coming around the corner. Now. There's the many times in the film where this music, again by the great composer John Williams is played even before you see Darth Vader or some other enemy and it's like provides a foreboding that you know, something terrible is coming. Okay. For our third example, again by John Williams, but from a different film, tell me what you feel. What do you see? What do you experience?


08:18                            Oh, okay. That was the music from one of the Harry Potter films. Hedwig's theme. And you get the sense of this magical world. There's some darkness, there's some mist. There's something special going on. There's real magic in that music. So this, these three examples really demonstrate the power of great film. Music and music in general has this power of helping us transport to another place, another time, and to, to feel things we don't feel or say or experience. Things we don't normally say or experience. And filmmakers even way back during silent film days, realize the power of music and would hire pianists and organists to play in the theater during a silent film. So back in the old days, you'd go watch a Charlie Chaplin Film and there'd be a pianist who would play along with the drama and sort of improvise and, and help, you know, when it was time to laugh and when it was time to shout and what was scary, what was coming around the corner.

09:28                            Uh, music has always been really attached to the storytelling arts, not just film, but also plays and operas and many other kinds of storytelling. Um, storytelling channels. When you're watching a film, you're seeing the outer journey of the hero and of the characters on the screen. But when you hear the music, you actually experience the inner journey, who the hero was becoming, what they're feeling through their challenge. And there's this identification that comes along with it and you start to identify as an audience member with those characters. This a very powerful tool. And one of my favorite quotes about music happens to be from this film, Harry Potter. When Albus Dumbledore, the headmaster of the Hogwarts school of witchcraft and wizardry says at the end of the banquet when they're all singing their their house song, he says, ah, music. He said, wiping his eyes a magic beyond all we do here.

10:37                            I just love that at a school of magic, the headmaster is that music is even more magical. It really is. I mean, think of it. Music is a bunch of little black dots on a piece of paper and a singer or a horn player or a violinist reads those black dots, turns them into vibrations in their voice or their instrument. Those vibrations then soar across a room or into a microphone. They go through a mixing board or bounce off the cathedral walls and go then through a speaker or into someone's movie house or even into their ears, and if you're lucky, if it's the right kind of music, those little black dots transform from little black dots through sound waves, down into someone's ear and down deep, even into their heart. Wow. Little black dots on a page. It's magic. It really is magic. A little bunch of black dots turning into vivid emotion.

11:46                            So when it comes to your business, what is the film music? What's the soundtrack? If you're the director, if your business is your movie, what is the communication channel? What is the communication device that you use, like a film score to express those emotions to your audience, to your, to your tribe? Well, the answer is it's the copy that you use. It's the messaging. It's the words, the copywriting of words that you create to talk to your people, whether it's through emails, sales pages, pages on your website, and blog posts, promos, Facebook posts, any other kind of social media posts. The words you use are like the film music written by the film composer that support the product, the film.

12:51                            But it's amazing. It's like how can little letters and words just like little black dots on a page, how can they, how can they possibly turn from these sort of 26 different letters, combine them, put spaces between them and expect that somehow they'll travel through the, the connectivity of, you know, the Internet and social media and however your people read your stuff and communicate emotion to them. But that is the potential of the words you write here. People that they can like those black dots on a page go all the way down into somebody's heart and inspire them to act, to do something about their situation, to buy or to attend a seminar or to visit a page or to watch a video to take some kind of direct action based on your words. When it comes right down to it, Steven Spielberg and George Lucas, they, they needed help.

13:56                            Now both of them are very interested in music and very knowledgeable about music, but to my knowledge, neither of them is a composer. So the kind of had a choice when they're making their great films, whether it's Indiana Jones or star wars or, or whatever the film they had to choose, they were the master storytellers, but they needed a cohort. Someone who could provide the soundtrack and they could try to write it themselves or hire it out and find someone who's an expert. And it is very advisable that as a business owner, you do understand copywriting and you understand what is good copywriting. Just like Steven Spielberg and George Lucas understand what good music is. In fact, as a great little story that at the start of the star wars saga, way back in 1976 77 when George was making the first star wars film, he had been listening to the planets, this great symphonic suite by the English composer, Gustaf Holst.

15:02                            And there are these great movements about Mars and Venus and they have these very unique characters in this huge orchestra with massive planetary sounds. And he contacted this young film composer, John Williams and said, you know, I really love the music to the planets. I want you to take that music, adapt it, and fit it to my film. And John Williams being the great composer that he is, said, well sure I can do that. But what if I wrote you a fully fledged film score? I mean, I can borrow some things from the planets, but why don't we write a special film score that it's in that style so we can fit it directly to your film? And so John Williams did succeed. He took that music and tweaked it and, and uh, devise this way of creating new melodies and attaching them hit by, hit to the film and had this great masterpiece.

16:16                            Now George Lucas could have just played the soundtrack to the planets, the, to his film star wars, but it wouldn't have been nearly as good. He knew good music when he heard it, just like you need to know good copy when you see it. So it's important as a business owner to study good copywriting to read and get to know some of the best copy stuff by Gary Halbert stuff by Claude Hopkins, Robert Collier, John Caples, Gary Benza, Venga, Ray Edwards. And many of these other famous copywriters and you should learn to write some of that in yourself, but as a busy business owner, you don't always have the time to write a fully fledged sales letter or put together your entire email sequences. It's a lot of work, but you don't want the all the hard work you've, you've put into your film, Your Business and your products to fall flat on their face. You want to make sure that the customer can hear really how what you have to offer can solve their problems. You need to learn to sing their tune and that's why often the best way to go is to hire a copywriter.

17:34                            So here are three reasons why you need to work with a professional copywriter in your business to create the soundtrack of your business. First is the, I can figure it out, curse if you're me, you like to do lots of things and I think many entrepreneurs are like this. We're, we tend to be rather good at several things. And the problem though is that we think we can be a jack of all trades, but we end up being a master of none. We spread ourselves too thin. Is this happened to you? Have you ever noticed that you're doing too many things and each of the things you're doing starts to become mediocre? That definitely happened to me, has happened to me many times. In fact, when I was in my Undergrad in music school, I had a problem. I was good at several things and it was so exciting.

18:31                            I often call music school a music major, la La land because you're in this, this intoxicating atmosphere where you get to play music and sing music and study music every day, all day, and it's extremely exciting. I was playing the piano, I was singing in choirs, I was composing, I was the secretary in the office helping the teachers with the notation software and with their computer setups. I was playing the double bass and three orchestras I was doing conducting lessons. It was all too much and I started to get mediocre at all of them. I could do them sort of, but I wasn't really learning to stand out and be an expert in any one of those things. And it wasn't until I started Grad school where I really chose to specialize. I was kind of forced on me. And you go to Grad school and it's like, it's time to choose.

19:22                            Am I going to be a composer? Am I going to be a conductor? Am I going to be a pianist? Am I going to be a bass player? What am I gonna be? And I sort of was holding out for the best offer. I actually applied to many Grad schools for multiple disciplines, but I got the best offers in composition. So that's what I did. And I put all the other things aside and focused all my energy on becoming the best possible composer I could be. And within two months of putting everything down and starting to specialize, I started winning these awards, like national awards just to focus really helped me to become a true expert. And that led to all of the other exciting things I was able to do, which I mentioned earlier in the show, but it was that specialization. And so I encourage you to put down the icon, figure it out, it is and focus on what you do.

20:22                            Great. Maybe your greatest strength is copywriting. Fantastic. Then you need to write your own copy. If that's your thing, that's what you should do. But maybe your thing is building funnels. Maybe that's what your incredible expert, or maybe your expertise is driving traffic, helping people with their Facebook ads or helping people with their linkedin ads, or they're their podcasts or their youtube channels. When you focus on those things and you work together with other experts to fill the gaps that you have, you sore a lot faster. So that's the first reason, uh, the kid that I can figure it out. Curse. The second reason you to work with a professional copywriter of many reasons. I'm only talking about three today, but the second I'm highlighting today is that two creative heads are better than one. We often have the curse of knowledge. Now when I was writing my, my operas at the Kennedy Center, I had a co-writer, her name is Dara Weinberg.

21:25                            She's an absolutely brilliant playwright, librettist poet, theater director, all these things. And her role was to write the text that the singers were going to sing. And my role was to write the music and I was having a hard time with a lot of things. Uh, I, I knew how to write music, but I had never written an opera before. There's so many moving parts and the text and the, the actors and the orchestra and the stage manager and the lights and oh my goodness, it's a, it's a huge undertaking. But having a second person right there with me at the creative stage saved my bacon so many times and I could rely on her and trust her implicitly with the text of our opera so that I didn't have to worry about it. I could focus on the music. She provided me this wonderful text, wonderful story, wonderful characters, and I got to breathe life into them with the music.

22:29                            And so having a collaborative partner in your business, creating this sort of film of your business and whatever products or services you provide, having the collaborator who can come in at the creative level and be the John Williams film composer to you, the Steven Spielberg director is incredible. There's just, it's this synergy experience where you can truly the sum of the whole as, how does that saying go the together you are much more than you are separately. The third reason I mentioned before a little bit already, but it's to save time. I mean you got into business most likely like I did because you wanted to help people there. You saw a need, you saw a problem that you could provide a solution for and you're, you're so excited about that. And often what happens is there are speed bumps. One of the, uh, one of the most common speed bumps is technology.

23:34                            And that's a speed bump for me too. And one of the other really common speed bumps is the copywriting, the advertising, the marketing materials. How am I going to sell this? I love this product. I believe in, I know my people need it. I've got the cure to whatever their diseases, but how do I convince them that I'm the right person, that this is the right product, this is the right time. That's where good copywriting comes into play. So those are the three reasons of all, three of many reasons that I'm highlighting today that why you need to work with a professional copywriter to help create the soundtrack of your business. But as you know, copywriting can be quite expensive. My fees are relatively high, not as high as some of my mentors. I'm not quite there yet, but definitely higher than many can afford and that's why I've created this special resource for you.

24:26                            It's an Ebook, a 92 page mini course in email copywriting. I call it email story selling secrets, how to write emails, stories, sequences that intoxicate your audience, like a hit TV show. This little mini course, you can get it on Amazon actually as a kindle book for something under $4 or you can go over to my website, Douglas pew.com/start and get the same thing for free. Now this book, it's tells the story and the method that my wife and I used in her direct sales MLM business to double and then triple and then even quadruple her income a little while later. What the book really goes into is the sequence that we wrote to win us an all expense trip, four to all expense paid trip for two to Maui, which we just took earlier this year in February. And it was all in the back of these 18 exciting storytelling emails that got us over the hump of the sales we needed to to win this trip for too.

25:38                            So you can head over to the my website, Douglas pew.com/start and download this 92 page mini course for free. And this can help you get started with your copywriting, you know, and as you grow your business and release your digital course or, or launch your membership or whatever your business involves. Um, grant, you know, gradually as you increase your income and grow your list, you'll be able to hire out the copywriting. But to get started, you need a resource like this to help you with your emails. So that's why I prepared it for you so you can get a little free head start and start really exciting your audience, not with just you know, boring old emails that are just going to get deleted. Emails kind of like, it's kind of like snail mail. You know how you go out to the mailbox and you get the mail and you come in the house and what do you do?

26:27                            At least most people, including me, I stand over the garbage can as I sort through the mail and the stuff that looks relatively interesting. I put in like an a pile and the rest of it, it goes in the B pile and right into the trash it's the same. Even worse with email. Sometimes we open our email box and our finger hovers over the mouse and we click, click, click, click, delete, delete, delete, delete. Anything that doesn't stand out and grab us. And so these emails are really good examples of how we grab the attention of our audience using story, using curiosity, using benefit. And we kept it going like a soap opera over 18 days and it worked. So I hope it can work for you, and I'd love to hear what you think. Head on over to Douglas pw.com/start and download your free copy of emails, story selling secrets today. Thank you so much for joining me on this first episode of my new podcast and music of copywriting. I'll be back in your earbuds next week and we will talk to you then. Take care.

27:27                            Thanks for tuning in to the music of copywriting podcast. Please take a minute to subscribe and leave me a comment and tell me what you think. If you liked the show, please feel free to share with a friend on social media for your complete fix of the music of copyright podcasts. Please visit the music of copywriting.com we'll see you next time. [inaudible].


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