WEBVTT

00:00:00.880 --> 00:00:23.299

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Hi and welcome to the You world order showcase. Podcast I'm your host, Jill Hart. And with me today is crystal, Adair Benning crystal is best known for not being known at all. A sequin, secret weapon copywriter and ghost writer. She helps people just like you land center stage, or your clients feel like total rock stars working with you

00:00:23.300 --> 00:00:34.460

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: with a background in live events, marketing, Pr and media. She teaches strategies backed by real world proof and practice rather than just theory, always keen to keep

00:00:34.550 --> 00:00:49.069

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: thinking outside the book and push the envelope. She is the word magician who loves to explore human connection and emotion before aiming straight at the heart of your very best client. Ever

00:00:50.050 --> 00:00:53.130

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: welcome to the show, Crystal. It's really great to have you here.

00:00:53.130 --> 00:00:56.129

Crystal Adair-Benning: Word Magic Copywriting: My pleasure. Who wrote that bio that was so long.

00:00:56.130 --> 00:00:58.430

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: I know rocks.

00:00:58.430 --> 00:00:58.900

Crystal Adair-Benning: Word Magic Copywriting: Somebody.

00:00:58.900 --> 00:00:59.230

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Hold it!

00:00:59.230 --> 00:01:01.169

Crystal Adair-Benning: Word Magic Copywriting: Book. Bio. What happened there.

00:01:03.270 --> 00:01:08.350

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Love it. You would think that the person who wrote it was maybe a copywriter.

00:01:08.350 --> 00:01:33.310

Crystal Adair-Benning: Word Magic Copywriting: I mean just just maybe a little bit. I it's great. I always laugh when people read my Bios because they change almost on the daily. So if you have a bio that you've held for like more than 5 min congratulations, you've held your bio longer than I have, because I change them all the time, I think because I get bored of hearing about my own accolades. So I'm like, Oh, today, we're going to be sassy. Today. We're gonna talk about the dog.

00:01:33.310 --> 00:01:43.159

Crystal Adair-Benning: Word Magic Copywriting: Or today, we're going to talk about travel, or today, I'm going to throw some crazy adventure in book writing in. So I love that. That was the bio you read. It was amazing. Thank you.

00:01:43.728 --> 00:01:53.259

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Yeah, just kinda happened that way. And and while I was over there looking on your website, there was some. Oh, I got to a 4 0. 4 page.

00:01:53.300 --> 00:01:54.930

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: and and.

00:01:54.930 --> 00:01:59.179

Crystal Adair-Benning: Word Magic Copywriting: That's like a travesty. Oh, I'm a copywriter. We shouldn't have those 4 4 s.

00:01:59.180 --> 00:02:01.309

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: It was, it was totally my mistake.

00:02:01.440 --> 00:02:03.529

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: so I'll just put that out there. But I.

00:02:03.530 --> 00:02:04.340

Crystal Adair-Benning: Word Magic Copywriting: Cool, I.

00:02:04.340 --> 00:02:09.020

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Was. It was kind of a blessing to to get there, because it was hilarious.

00:02:09.430 --> 00:02:25.279

Crystal Adair-Benning: Word Magic Copywriting: I mean, I genuinely believe that anytime you write anything, it's a chance to share your personality and to shine. And I think what you're talking about is like my 4 0, 4 line comes up is like oops. Error. Gosh! You'd think a copywriter would be on this, or something silly like that. There's a few of them.

00:02:25.280 --> 00:02:28.990

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: It needs a crystal, it said. It needs a crystal, and.

00:02:28.990 --> 00:02:30.059

Crystal Adair-Benning: Word Magic Copywriting: It does really.

00:02:30.060 --> 00:02:38.315

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Like I'm all in the woo world, and just like, and then the the double entendre hit me like a ton of bricks.

00:02:38.660 --> 00:02:44.560

Crystal Adair-Benning: Word Magic Copywriting: I I happen to have the world's best name for working with woo we coaches because

00:02:45.000 --> 00:03:09.549

Crystal Adair-Benning: Word Magic Copywriting: I mean I. The only crystal you need is me. Somebody gave me this one. I've got a crystal for that like for my water bottle, like there's all kind of fun, beautiful double entendres and moments that we can do. So. Yeah, I I think of copy is truly about having fun. And so my life, like my very 1st book that ever got published, and that I wrote I was 14 years old.

00:03:09.550 --> 00:03:18.069

Crystal Adair-Benning: Word Magic Copywriting: and I've been having fun with words long before that, and I swear I'll have fun with words until I die. I I kind of want to write my own

00:03:18.070 --> 00:03:42.040

Crystal Adair-Benning: Word Magic Copywriting: like death like notice, like I I really want to write like I I should write it myself, because it would be hilarious, and I think that that's a good exercise for me. So now you've given me an idea. And now I think I'm going to go write my like funeral notification just for funsies, and put it into the file for my husband to be like. What the crap did this lady write? They'll probably be 500 before I before I kick it. But there you go.

00:03:42.450 --> 00:03:43.350

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Yeah.

00:03:43.660 --> 00:03:44.700

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: you're.

00:03:46.060 --> 00:03:48.610

Crystal Adair-Benning: Word Magic Copywriting: Just like, where did this go already?

00:03:48.900 --> 00:03:49.799

Crystal Adair-Benning: Word Magic Copywriting: It's all about this.

00:03:49.800 --> 00:03:53.910

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: So I love it. I'm over here thinking about when I had to write my mom's obituary.

00:03:53.910 --> 00:03:54.480

Crystal Adair-Benning: Word Magic Copywriting: Right.

00:03:54.480 --> 00:04:05.880

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: I, you know I I wrote about all the cool stuff that she did, and I you know what made her unique and not the normal. She had, you know, 5 kids or 3 kids, or whatever she had.

00:04:05.880 --> 00:04:32.300

Crystal Adair-Benning: Word Magic Copywriting: Fully expect that somebody should write that I I I never sat still. And I always wondered why there was an airplane that kids weren't allowed on like that needs to be in my obituary, because every single time I get on an airplane and there's a crying child I'm like, why do airplanes for adults only, or adults with pets like I would take that airline to where does that exist? So these are the fun things my brain dreams up and goes like we need to do. And

00:04:32.300 --> 00:04:46.120

Crystal Adair-Benning: Word Magic Copywriting: I think I'm gonna dive in here for a second. But I I truly think that anybody that's got wisdom, a sense of humor, a personality. Something about you that you love, opinions that you have.

00:04:46.280 --> 00:05:04.049

Crystal Adair-Benning: Word Magic Copywriting: It's important to write that stuff down. No like. If you don't tell your story, somebody else will. That has been my rule from day one. If you don't tell your story, somebody else is going to tell it for you and my job, oddly enough, as a ghost writer is to do just that for people that don't want to write or can't write their own stories.

00:05:04.100 --> 00:05:18.890

Crystal Adair-Benning: Word Magic Copywriting: I'm 1 who gets to tell them. But good news. You work with me, so you get to control it a little bit. But I think more of us should tell our stories, because at the end of the day, if your obituary is just beloved by 5 people and your pet.

00:05:19.270 --> 00:05:28.979

Crystal Adair-Benning: Word Magic Copywriting: I don't know. I want to know the cool things you did, I want to know, like when you went scuba diving, or your favorite flavor of gelato, or what you.

00:05:28.980 --> 00:05:30.669

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Ballet slippers that you kept in.

00:05:30.670 --> 00:05:31.020

Crystal Adair-Benning: Word Magic Copywriting: Love it.

00:05:31.020 --> 00:05:34.339

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Or that your little girls went and and loved.

00:05:34.340 --> 00:05:34.980

Crystal Adair-Benning: Word Magic Copywriting: Love it.

00:05:34.980 --> 00:05:39.420

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Given up by Alley at that point, but we loved your shoes.

00:05:39.420 --> 00:05:53.570

Crystal Adair-Benning: Word Magic Copywriting: Exactly all of that. I love all of that. So I think more of us deserve to tell our stories. So I think that's where everything that I do kind of started from was a love of storytelling, and it's just kind of progress from there. And now I specialize

00:05:53.570 --> 00:06:11.190

Crystal Adair-Benning: Word Magic Copywriting: in working. Oddly enough, I I know in your realm I work with coaches to truly tell their stories, and I write a form of like most of my books, are a form of catharsis, a form of healing, but it's also a form of sharing your story and connecting it to the work you do, so that people truly

00:06:11.240 --> 00:06:28.269

Crystal Adair-Benning: Word Magic Copywriting: see your expertise, see your authority, but also get this like powerful holy smokes. You change my life out of a book, and that is always my end goal of what we produce and what we create. And it starts with you, and it ends with a book that changes people's lives.

00:06:28.310 --> 00:06:56.049

Crystal Adair-Benning: Word Magic Copywriting: And I love that. So that that's kind of where the career started from. And every day I get like a mini master class from incredible humans on their wisdom. I feel like a walking library of random knowledge because of the variety of books that I am blessed to write, and the incredible humans that I get to know, but each one of us has so much inside of us. If you're sitting here right now thinking I don't have a book in me, I

00:06:56.090 --> 00:07:19.480

Crystal Adair-Benning: Word Magic Copywriting: promise you you do like, I promise you you have something to say and something to go through. A lot of times we get caught up in the comparisonitis. Oh, my story is not good enough, or nobody wants to hear about that. Yes, yes, we do. Yes, we do. We are naturally curious as human beings. We love other people's stories we love diving into like what makes them tick what they went through, what they learned from it.

00:07:19.590 --> 00:07:23.490

Crystal Adair-Benning: Word Magic Copywriting: And so I think if more of us found that confidence.

00:07:23.890 --> 00:07:34.920

Crystal Adair-Benning: Word Magic Copywriting: to write it, and to to talk about it, I think the world would be a better place. So, coaches, you are doing the hard lifting of changing lives that way. I'm a coach. I just do it through books.

00:07:35.330 --> 00:07:47.550

Crystal Adair-Benning: Word Magic Copywriting: So my my modality for coaching is just through books, and that could be writing a book for you. It could be writing a book with you. It might just be, you know, helping you edit your book or refine your storytelling.

00:07:47.660 --> 00:07:53.389

Crystal Adair-Benning: Word Magic Copywriting: that's all. It takes the good stuff. And yeah, it's it's a powerful medium, and I love it.

00:07:54.620 --> 00:07:56.890

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And you take people to the bestseller list.

00:07:58.390 --> 00:08:06.700

Crystal Adair-Benning: Word Magic Copywriting: I've been known to do such things. Yes, yes, guilty, guilty as charged. So I have been blessed to have 4 New York times bestsellers under my belt.

00:08:06.810 --> 00:08:12.950

Crystal Adair-Benning: Word Magic Copywriting: My very 1st I wrote when I was 14 it published 2 weeks before I turned 16 and went to the bestseller list.

00:08:12.970 --> 00:08:26.290

Crystal Adair-Benning: Word Magic Copywriting: I didn't know what I didn't know. I didn't even know what the New York Times bestseller list was at 15. As you know, we weren't that savvy back then I'm a little bit older than I like to announce to the world. But

00:08:26.450 --> 00:08:30.879

Crystal Adair-Benning: Word Magic Copywriting: we went, or I went bestseller with that book as a ghost writer.

00:08:31.330 --> 00:08:37.729

Crystal Adair-Benning: Word Magic Copywriting: and it's kind of a a tragic tale turned like pain into purpose story right? Because

00:08:37.820 --> 00:08:53.330

Crystal Adair-Benning: Word Magic Copywriting: that 1st book I wrote for somebody. We had a verbal agreement. I knew nothing about contracts. I was 14, I got taken advantage of, and this person reneged on paying me, and actually tried to pay me in dog food like literal dog food. She wanted to pay me in Purina puppy chow.

00:08:53.340 --> 00:09:03.380

Crystal Adair-Benning: Word Magic Copywriting: and in that moment I was devastated and literally felt like I was a terrible business person. I was a like, I didn't do something right?

00:09:03.480 --> 00:09:07.030

Crystal Adair-Benning: Word Magic Copywriting: I yeah. But like I, I was like.

00:09:07.416 --> 00:09:29.260

Crystal Adair-Benning: Word Magic Copywriting: like I did like, oh, I messed this up. I'm never gonna write again. And thankfully her publisher, which was one of the Big 5, took me under their wing, taught me everything I know, and gave me the opportunity to write many more New York Times bestsellers. And now I write, you know I write literally dozens of books a year with people.

00:09:29.577 --> 00:09:47.650

Crystal Adair-Benning: Word Magic Copywriting: Not all of them go to the New York Times. That's a that's a big step, and it's an expensive step. If you want to do that? But many of them make the Amazon bestseller list, or they'll make the Washington Post bestseller list or even their local, you know, newspaper or magazines bestseller list.

00:09:47.650 --> 00:10:02.240

Crystal Adair-Benning: Word Magic Copywriting: New York Times is like the gold standard. Of course everybody wants that, but the truth is, there's more than one ways to be a bestseller, and I teach people how to do that. And I'm proud to say that every book I've been involved in has been a bestseller of one form or another.

00:10:03.280 --> 00:10:10.729

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And let's talk about the cost of doing becoming a bestseller, because people seem to think that it's just free.

00:10:10.960 --> 00:10:18.370

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: that you become a bestseller, and you get on these lists, and it doesn't cost you anything. You just have to be really good.

00:10:19.030 --> 00:10:33.497

Crystal Adair-Benning: Word Magic Copywriting: Negative good is only part of the equation. And what people need to realize now is that with the advent of AI and people being able to produce books faster and and better than they have to a certain extent.

00:10:36.130 --> 00:10:52.149

Crystal Adair-Benning: Word Magic Copywriting: there's so much competition now for those lists that it's actually made it much harder to get even noticed. So that's the 1st thing. Second thing that you need to know is that anything that's been written by AI is typically removed from best seller lists.

00:10:52.590 --> 00:11:04.079

Crystal Adair-Benning: Word Magic Copywriting: it. It diminishes the quality of it. We all see it. It's plagiarized. It learns from it, learns from people like me who actually make their living writing. Ai literally learns from me. So my books

00:11:04.160 --> 00:11:26.440

Crystal Adair-Benning: Word Magic Copywriting: have probably been reviewed by AI, because anything that's public work. Now it reviews, so it uses it to learn how I write, and then it mimics it for you. But what we know, what we now know, and what's been set precedent in both the Us. And Canada is that AI. Is anything written by AI cannot be considered copywritten.

00:11:26.720 --> 00:11:31.250

Crystal Adair-Benning: Word Magic Copywriting: You cannot own the copyright for something AI wrote because you didn't write it.

00:11:31.280 --> 00:11:37.560

Crystal Adair-Benning: Word Magic Copywriting: That means that I can go online, steal your book, word for word, produce it, and put it back out into the world

00:11:37.740 --> 00:11:40.439

Crystal Adair-Benning: Word Magic Copywriting: and still make money on it. So

00:11:40.470 --> 00:11:50.179

Crystal Adair-Benning: Word Magic Copywriting: what's now happening is the bestseller. Lists are starting to get even more complicated because they're checking for plagiarism. They're checking for AI. They're doing all their background work.

00:11:50.260 --> 00:12:07.169

Crystal Adair-Benning: Word Magic Copywriting: And there's so many books coming out that you have to stand out from the noise in the marketplace, and the way that we do that is still storytelling at its very best, you know, if you have a topic that's trending, if you have a unique perspective, a specialty and IP something that's

00:12:07.498 --> 00:12:20.240

Crystal Adair-Benning: Word Magic Copywriting: noticeable. And it's gonna garnish attention, something that truly changes lives. And the 1st book off the top of my head was like Marie Kondo's, the magic of the magic art of tidying up. You know, when she released that

00:12:21.280 --> 00:12:23.310

Crystal Adair-Benning: Word Magic Copywriting: it it was a simple process.

00:12:23.390 --> 00:12:40.220

Crystal Adair-Benning: Word Magic Copywriting: like literally, the whole book boils down to get rid of anything that doesn't cause you joy. And everybody knows that now, right. But that book was so powerful because it was one message told through an entire book that basically, if your lifestyle and the stuff you're surrounding yourself doesn't bring you joy.

00:12:40.220 --> 00:12:54.719

Crystal Adair-Benning: Word Magic Copywriting: Get rid of it, do something different. And she leaned on that and still leans on that message. That is her marker. So most of us think like if we don't have a 15 step methodology, and we don't have something to put out in the world that we can't

00:12:54.760 --> 00:13:00.610

Crystal Adair-Benning: Word Magic Copywriting: like sell it. But the truth is, all you need is one brilliant idea that's going to change the world. And that's what you produce.

00:13:00.700 --> 00:13:08.159

Crystal Adair-Benning: Word Magic Copywriting: How you get on the best seller list. You have to stand out, which means marketing the heck out of your book. You can't just drop it on Amazon and be like

00:13:08.200 --> 00:13:37.710

Crystal Adair-Benning: Word Magic Copywriting: good we're done here. It doesn't work like that often. What it takes is both organic and paid traffic. You need to have Arc readers who are writing reviews for you. You can pay some of your Arc readers if you need to. But ideally you shouldn't be paying them. You need a launch team that's gonna promote it on social media. A lot of people run entire launch campaigns where they're giving away copies of their books. They're selling copies of their books. They're encouraging multiple multiple buys of their books.

00:13:38.298 --> 00:13:44.659

Crystal Adair-Benning: Word Magic Copywriting: To become a New York Times bestseller. It's been estimated that the cost ranges between one and 10 million dollars

00:13:45.380 --> 00:14:02.199

Crystal Adair-Benning: Word Magic Copywriting: in marketing and investment in a team of people that are going to take you forward. So no, the short answer is, it's not free. The average self publish 1st of all self published books rarely become New York Times bestsellers. It's it's possible, but it's super rare.

00:14:02.479 --> 00:14:31.279

Crystal Adair-Benning: Word Magic Copywriting: So most of the time you need to go through traditional publishers. So you're gonna have money and time and energy spent getting a traditional publisher. Then you're going to spend time marketing, promoting and doing your book. You're gonna spend time doing book tours. You're gonna spend time doing podcasts and media interviews and a lot of people don't understand. But there's like A, there's a time cost to that. There's a money. There's a physical cost to missing out on your life for the time. It's going to take you to promote your book to become a New York Times bestseller.

00:14:31.280 --> 00:14:33.139

Crystal Adair-Benning: Word Magic Copywriting: Most people aren't ready for that.

00:14:33.580 --> 00:14:35.440

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And here's the other

00:14:35.670 --> 00:14:39.699

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: kicker part. Yeah, you're not making all that much money per book

00:14:39.890 --> 00:14:40.540

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: you have to.

00:14:40.540 --> 00:14:41.710

Crystal Adair-Benning: Word Magic Copywriting: So.

00:14:41.710 --> 00:14:43.409

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Hell of a lot of books.

00:14:43.410 --> 00:15:02.069

Crystal Adair-Benning: Word Magic Copywriting: Self published books typically sell under 5,000 copies. We know this like just looking at the numbers we know, a self published book typically sells under 5,000 copies a published book from a major publisher with them advertising behind it. The average for a big 5 publisher is still under 10,000 copies. Guys

00:15:02.510 --> 00:15:03.350

Crystal Adair-Benning: Word Magic Copywriting: like

00:15:03.690 --> 00:15:31.820

Crystal Adair-Benning: Word Magic Copywriting: it's it's not a dramatic increase. I mean, if you're a Michael Crichton or a Jk rowling or a colleen Hoover, you're selling millions of copies of books because you've built a following, and you know you don't have to do as much marketing, you know some, literally, I think Jk. Rowling has a new book coming out. I want to say it's like next month. I could be wrong. But she has a new book coming out, and I recently was checking on Amazon and in a couple of book retailers.

00:15:31.820 --> 00:15:53.220

Crystal Adair-Benning: Word Magic Copywriting: and, like her, her sales are already through the roof like she's gonna have a New York Times bestseller again on pre sales, but it's because everybody knows the Harry Potter brand, and they're going to go buy it. Colleen Hoover likewise has a big movie out that's based on one of her books. There's a bunch of controversy. So her name's in the media all over the place.

00:15:53.260 --> 00:16:09.829

Crystal Adair-Benning: Word Magic Copywriting: you know whether you think that the controversy is good, bad, or indifferent, I promise you. Colleen Hoover still gonna sell a billion books based on the fact that her name is Bloody well out there, and she has a movie, and Blake lively is in it, and Ryan Reynolds is attached to it, and you know what I mean. Like, she's still gonna sell all these books.

00:16:09.930 --> 00:16:13.089

Crystal Adair-Benning: Word Magic Copywriting: It's the marketing machine that makes

00:16:13.110 --> 00:16:14.779

Crystal Adair-Benning: Word Magic Copywriting: a New York Times bestseller.

100

00:16:15.180 --> 00:16:21.839

Crystal Adair-Benning: Word Magic Copywriting: It's it's not necessarily the book. I mean, there have been books on the New York Times bestseller list. I've read where I've been like

101

00:16:22.160 --> 00:16:25.540

Crystal Adair-Benning: Word Magic Copywriting: freaking serious like, this is what you like.

102

00:16:26.670 --> 00:16:28.269

Crystal Adair-Benning: Word Magic Copywriting: Really. Okay.

103

00:16:28.990 --> 00:16:43.169

Crystal Adair-Benning: Word Magic Copywriting: they get it right. They get it wrong. But it's the marketing machine that often drives what becomes a bestseller, more so than the content. The content has to work in order to build the momentum. But the marketing

104

00:16:43.400 --> 00:16:46.959

Crystal Adair-Benning: Word Magic Copywriting: machine, the marketing powerhouse, is what actually makes a bestseller.

105

00:16:47.740 --> 00:16:54.680

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And so let's talk a little bit about using books as marketing tools in and of themselves, because.

106

00:16:54.680 --> 00:16:55.290

Crystal Adair-Benning: Word Magic Copywriting: Absolutely.

107

00:16:55.750 --> 00:16:58.639

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: I. I find that people

108

00:16:59.070 --> 00:17:08.849

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: may want to write a book. They want to be an author, but they don't really understand that there's power in writing a book. It doesn't have to become a bestseller.

109

00:17:09.280 --> 00:17:10.879

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: You just have to do it.

110

00:17:11.369 --> 00:17:11.689

Crystal Adair-Benning: Word Magic Copywriting: Oh!

111

00:17:11.690 --> 00:17:15.960

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Use it in other ways. So what are some of the other ways that you know of it?

112

00:17:15.960 --> 00:17:35.460

Crystal Adair-Benning: Word Magic Copywriting: Oh, my gosh! Like some people write books because it's a legacy tool for them. They want to tell their story, and they want people to know. I have a book on my desktop right now that I'm working with with a client and he went through an incredible story that was all over the news, but the news got it wrong.

113

00:17:35.460 --> 00:17:53.210

Crystal Adair-Benning: Word Magic Copywriting: as it does right, like his story. The way that the news represented it was only one perspective, one piece of the puzzle. And when you actually read his story, it was like, there's so much more color and understanding and depth to that story and meaning to that story.

114

00:17:53.670 --> 00:18:18.570

Crystal Adair-Benning: Word Magic Copywriting: and he wanted to quote unquote, set the record straight and tell his side of the story right? Because it's years later this went through court. It was a big Kerfuffle. It was all over the news. It it changed thousands of lives literally. And now he wants his story told, because he wants to get it off of his chest and have his side public and acknowledged right? He's ready for that. So that's 1 reason you write a book.

115

00:18:18.710 --> 00:18:20.720

Crystal Adair-Benning: Word Magic Copywriting: Some people write a book

116

00:18:21.070 --> 00:18:22.999

Crystal Adair-Benning: Word Magic Copywriting: purely as a marketing tool.

117

00:18:23.120 --> 00:18:38.009

Crystal Adair-Benning: Word Magic Copywriting: you know, if you're a coach and you have. Now my rule for coaches is the 3 rule, meaning 3 years of teaching, doing the thing before you write the book about it, because I need you to prove it works.

118

00:18:38.500 --> 00:18:41.119

Crystal Adair-Benning: Word Magic Copywriting: You can't just sit in your office one day and be like.

119

00:18:41.170 --> 00:19:08.830

Crystal Adair-Benning: Word Magic Copywriting: have an idea for this like shock collar therapy, and then we never test it, and we put it out into the world that it's not safe. It's not reasonable. It's not respectable. We're not going to do that. So 3 years of creating a system, a tool an ideology, or whatever teaching it, utilizing it. So you have case studies to back up that it works. Then let's write a book. So 3 years is kind of the minimum kind of benchmark.

120

00:19:08.930 --> 00:19:33.754

Crystal Adair-Benning: Word Magic Copywriting: and we use your book as a marketing tool because you might not sell the book. You might turn it into an ebook and give it away on your website. You might print copies and give copies to your clients who are working with you. It might be a part of a workbook that's included as part of a program or a coaching system that you offer. So that's a great way to use a marketing tool? Sometimes you do it as a loss leader. So, for example,

121

00:19:34.230 --> 00:19:49.910

Crystal Adair-Benning: Word Magic Copywriting: I used to work in events. I had a book that was a marketing tool that we paid to like, have copies in our office to give to clients, because we knew that them reading the book would help them understand better what we did, who we were and why we did what we did

122

00:19:49.970 --> 00:19:59.179

Crystal Adair-Benning: Word Magic Copywriting: right? So it was a marketing tool. That's another great reason. Other people might write a book purely because they need to heal

123

00:19:59.570 --> 00:20:02.809

Crystal Adair-Benning: Word Magic Copywriting: or help themselves. Better understand what they've been through.

124

00:20:03.290 --> 00:20:05.870

Crystal Adair-Benning: Word Magic Copywriting: Writing. A book is an incredibly

125

00:20:06.960 --> 00:20:29.460

Crystal Adair-Benning: Word Magic Copywriting: cathartic process catharsis on the paper, right like as and anybody who's ever written a book. And, Jill, I know you've written a book. You know the process of telling your own story is catharsis. You know you have to relive it. You have to reassess it. You have to find the I call it the ribbon like, how do we tie the bow? What was the lesson? What are we bringing forward?

126

00:20:29.729 --> 00:20:43.219

Crystal Adair-Benning: Word Magic Copywriting: And so a lot of people actually write books that never want to press, play on them. They never want to publish it. They just need to write it so they can process and move through what they had so that they can move on to the next thing. So

127

00:20:43.320 --> 00:20:50.849

Crystal Adair-Benning: Word Magic Copywriting: there's a billion different reasons to write a book. And I mean, if there was 10 people in this room. Every single one of them would say some version of those things.

128

00:20:50.860 --> 00:20:52.990

Crystal Adair-Benning: Word Magic Copywriting: but we all have our own

129

00:20:53.010 --> 00:20:55.042

Crystal Adair-Benning: Word Magic Copywriting: reasons for writing.

130

00:20:55.970 --> 00:21:07.339

Crystal Adair-Benning: Word Magic Copywriting: I also love when people are like, I just want to become an expert at authority, because I want to speak on stages, and I want access to stages. I want to be seen as an expert in my field. Great.

131

00:21:07.370 --> 00:21:17.589

Crystal Adair-Benning: Word Magic Copywriting: Technically, it's a marketing tool. But I understand that your goal is to kind of spotlight your wisdom, or IP some people want it as copyright as an as a way to protect

132

00:21:17.590 --> 00:21:42.149

Crystal Adair-Benning: Word Magic Copywriting: their business or their modality or methodology to like, know that it was theirs first, st right? Oftentimes. I'm guilty of this, too. When I write things. Sometimes I'm like, I'm gonna assign copyright to this, because if anybody else uses it. I'm going to be so mad like I came up with the name. I came up with the system. It's mine. So sometimes we write just to kind of protect ourselves, to protect our business and our our wisdom.

133

00:21:42.514 --> 00:21:51.319

Crystal Adair-Benning: Word Magic Copywriting: So yeah, there's there's many reasons that you would write a book, and not all of them are about becoming a bestseller. I feel like a bestseller status is kind of.

134

00:21:52.070 --> 00:21:59.889

Crystal Adair-Benning: Word Magic Copywriting: It's like an afterthought. There's some people who start with. I want to have a bestseller, but for most of us it's a i want to write this book because of X,

135

00:22:00.080 --> 00:22:05.052

Crystal Adair-Benning: Word Magic Copywriting: and if Y being bestseller status happens, I'm really excited.

136

00:22:05.750 --> 00:22:06.400

Crystal Adair-Benning: Word Magic Copywriting: so that kind.

137

00:22:06.400 --> 00:22:10.270

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Brings us around to the idea of anthologies in.

138

00:22:10.270 --> 00:22:11.139

Crystal Adair-Benning: Word Magic Copywriting: In, the.

139

00:22:11.140 --> 00:22:13.090

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: World that you and I both

140

00:22:13.879 --> 00:22:14.939

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: swim in.

141

00:22:14.940 --> 00:22:15.610

Crystal Adair-Benning: Word Magic Copywriting: Yep.

142

00:22:15.610 --> 00:22:17.564

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: To mix my metaphors for you.

143

00:22:17.890 --> 00:22:18.670

Crystal Adair-Benning: Word Magic Copywriting: Like it.

144

00:22:21.060 --> 00:22:31.709

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: we. We get inundated with people trying to get us to join these anthologies and pay large sums of money, and to to write a chapter.

145

00:22:32.410 --> 00:22:53.589

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Maybe maybe if you're lucky, 5,000 words, but often not even that many, for you know 1,500 or $2,000, and you'll get the best seller status, and it's like they just want to stamp you with this. Okay, you're a bestseller. So now that gives you some authority. But it really doesn't, because.

146

00:22:53.590 --> 00:22:54.030

Crystal Adair-Benning: Word Magic Copywriting: 100%.

147

00:22:54.030 --> 00:22:55.579

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: You've done is cheapen it

148

00:22:55.780 --> 00:22:57.700

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: because you're part of this.

149

00:22:57.900 --> 00:23:02.290

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: You've diluted your message, for one thing, because you're part of something else

150

00:23:02.540 --> 00:23:05.370

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: that somebody else is driving. They have an agenda.

151

00:23:05.980 --> 00:23:13.700

Crystal Adair-Benning: Word Magic Copywriting: Oh, I listen, I have. I have a thousand of opinions about joining these anthologies and archives. Here's here's the short version of it.

152

00:23:14.037 --> 00:23:15.019

Crystal Adair-Benning: Word Magic Copywriting: Don't do it.

153

00:23:15.180 --> 00:23:34.259

Crystal Adair-Benning: Word Magic Copywriting: You cheapen your brand. You are never going to get out of it what you put into it. Yes, you're going to have best seller stats. You're going to be able to say best selling author. But the truth is, when the hell did you last go into a store and buy an anthology that you didn't know somebody had written somebody who had written in it. The reason they become bestsellers guys

154

00:23:34.440 --> 00:23:36.189

Crystal Adair-Benning: Word Magic Copywriting: is purely marketing.

155

00:23:36.390 --> 00:23:41.709

Crystal Adair-Benning: Word Magic Copywriting: You buy in. You pay $2,000, or whatever it is to be a part of it.

156

00:23:41.750 --> 00:23:46.999

Crystal Adair-Benning: Word Magic Copywriting: then they purchase cop. Sometimes they purchase copies and give it to you as part of your.

157

00:23:47.130 --> 00:23:53.349

Crystal Adair-Benning: Word Magic Copywriting: you know, money upfront most of the time. You're committing to also buying copies of said book.

158

00:23:53.740 --> 00:24:09.410

Crystal Adair-Benning: Word Magic Copywriting: That's how they're getting their numbers up so that they can get bestseller status, and the only time, like the only bestseller status I've ever seen an anthology truly take, and I could be wrong here, but I've never seen it go beyond an Amazon bestseller. I can do that as a solo rider.

159

00:24:09.670 --> 00:24:13.149

Crystal Adair-Benning: Word Magic Copywriting: and be more proud of and have more

160

00:24:13.330 --> 00:24:17.249

Crystal Adair-Benning: Word Magic Copywriting: ownership of that work than writing for somebody else.

161

00:24:17.830 --> 00:24:20.190

Crystal Adair-Benning: Word Magic Copywriting: Anthologies are.

162

00:24:20.400 --> 00:24:36.950

Crystal Adair-Benning: Word Magic Copywriting: I mean, they have the marketing power because they have manpower behind it. The reason you want 20 authors in your anthology is because now 20 people are talking about your book. It's it's like crowdfunding your your best seller status. So fine.

163

00:24:36.950 --> 00:24:43.459

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And it's really all about the best seller status. It's not really about giving a good message in the book.

164

00:24:43.460 --> 00:25:04.569

Crystal Adair-Benning: Word Magic Copywriting: And I I find a lot of them aren't cohesive. They might start out with like a theme. I have a great example where somebody I write for all the time had asked me to write for write in their anthology last year. I didn't really want to, but they were. They were just a couple authors short, and they really wanted me to help out.

165

00:25:05.160 --> 00:25:14.070

Crystal Adair-Benning: Word Magic Copywriting: So I was like, Okay, fine. I'll write a I'll write a piece for your magazine or for your I called it a magazine. It's not. It's an anthology. But when I, when I wrote the article.

166

00:25:14.070 --> 00:25:14.820

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Magazine.

167

00:25:15.280 --> 00:25:28.119

Crystal Adair-Benning: Word Magic Copywriting: I. It feels like a magazine to me. But when I wrote the article and like it's beautiful, and they full color printed it, and the whole 9. It's a beautiful article, but based on the theme they had given me.

168

00:25:28.360 --> 00:25:33.180

Crystal Adair-Benning: Word Magic Copywriting: I did something completely different than everybody else in the magazine

169

00:25:33.790 --> 00:25:50.250

Crystal Adair-Benning: Word Magic Copywriting: or our anthology right? And so what ends up happening is, it feels weird and slightly off, because my topic choice was so different from like everybody else went for their one like crazy

170

00:25:51.050 --> 00:26:00.319

Crystal Adair-Benning: Word Magic Copywriting: like like the the bottom of the barrel story, right? Because that's what we tend to do when we write in anthologies we go for the bottom of the barrel story.

171

00:26:00.470 --> 00:26:16.940

Crystal Adair-Benning: Word Magic Copywriting: The problem for me is, I'm not writing my bottom of the barrel story in an anthology where, like how many people are going to read it, the people who like bought into the book instead, I'm going to tell my bottom of the barrel story. If I'm going to tell my bottom of the barrel story, I'm going to write it in my own damn book.

172

00:26:17.070 --> 00:26:31.700

Crystal Adair-Benning: Word Magic Copywriting: I'm saving that masterpiece for my own work that's on me that is going to give me all the credit, me all the funding me all the like best selling status. I'm not giving that up to somebody else, and so many authors

173

00:26:31.740 --> 00:26:38.359

Crystal Adair-Benning: Word Magic Copywriting: who write in these anthologies give up their best piece of work, their best story to somebody else

174

00:26:39.080 --> 00:26:40.919

Crystal Adair-Benning: Word Magic Copywriting: and to me. That's just awful.

175

00:26:40.920 --> 00:26:42.319

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: It's shared.

176

00:26:42.320 --> 00:26:53.740

Crystal Adair-Benning: Word Magic Copywriting: It never gets shared. I mean, I have a copy of that particular anthology on my desk right now. I have never read it beyond opening it up to see my own story and closing it. I couldn't even tell you who else is in that book.

177

00:26:54.140 --> 00:26:56.476

Crystal Adair-Benning: Word Magic Copywriting: I don't. I don't have a clue.

178

00:26:57.090 --> 00:26:58.060

Crystal Adair-Benning: Word Magic Copywriting: So.

179

00:26:58.060 --> 00:27:03.060

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Idea is good, but it's really a money making mechanism for whoever is

180

00:27:03.820 --> 00:27:04.789

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: putting it together.

181

00:27:04.790 --> 00:27:29.129

Crystal Adair-Benning: Word Magic Copywriting: Listen. It's not my jam, the people it works really well, for, however, are people who are new in the industry, they haven't spent 3 years they haven't developed their IP. They don't have a full book within them, but they're looking to generate some media, some hype, some interest around themselves. They're they're they're needing something to cachet themselves for a minute. Those people are fine, cool. It's perfect for you, do it. I get it

182

00:27:29.526 --> 00:27:38.999

Crystal Adair-Benning: Word Magic Copywriting: however, to me anybody who's been in the industry longer than 3 years and has some wisdom and some IP to share with the world. Don't do the anthology.

183

00:27:39.060 --> 00:27:41.179

Crystal Adair-Benning: Word Magic Copywriting: Write your damn book.

184

00:27:41.580 --> 00:28:04.419

Crystal Adair-Benning: Word Magic Copywriting: Tell me your story. Don't hide behind 19 other authors hidden in the middle of Chapter 6. Don't do that to yourself. This isn't chicken soup for the goddamn soul. This is like me standing up as a business owner and being like I have wisdom to share, and this is the hill I'm willing to die on, and it's not a 2 page summary of my life.

185

00:28:05.260 --> 00:28:05.920

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Yeah.

186

00:28:06.460 --> 00:28:22.319

Crystal Adair-Benning: Word Magic Copywriting: And I know that that's going to make people upset. Sorry to anybody who's been an anthology. There's a time and a place. It's just not my deal, because I think most of us have more wisdom, more guidance, more storytelling inside of us than a 2 pager or a 4 page inside of an anthology is going to allow.

187

00:28:22.490 --> 00:28:23.799

Crystal Adair-Benning: Word Magic Copywriting: And so just right.

188

00:28:23.800 --> 00:28:26.790

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: My, my bigger, my bigger point

189

00:28:26.840 --> 00:28:28.130

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: is that

190

00:28:28.750 --> 00:28:31.870

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: just becoming an Amazon bestseller.

191

00:28:32.455 --> 00:28:33.040

Crystal Adair-Benning: Word Magic Copywriting: It.

192

00:28:33.040 --> 00:28:34.079

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: It's a game.

193

00:28:34.240 --> 00:28:38.479

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: and and you don't have to. You don't have to have that label.

194

00:28:39.290 --> 00:28:42.849

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: You can write a book for a lot of different reasons.

195

00:28:43.080 --> 00:28:44.370

Crystal Adair-Benning: Word Magic Copywriting: 100%.

196

00:28:44.370 --> 00:28:53.460

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Just because you have that label doesn't mean anything in terms of who you are doesn't make you a better coach or worse coach. It doesn't.

197

00:28:53.890 --> 00:28:57.629

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: It doesn't have any meaning beyond. It's like.

198

00:28:57.630 --> 00:28:58.689

Crystal Adair-Benning: Word Magic Copywriting: By selling writer.

199

00:28:58.690 --> 00:28:59.200

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Go for you.

200

00:28:59.200 --> 00:29:09.799

Crystal Adair-Benning: Word Magic Copywriting: Bestselling writer is a status symbol depending again, everything is dependent upon where you exist in the world, and what you want to do with it. So best selling bestselling author

201

00:29:09.860 --> 00:29:25.800

Crystal Adair-Benning: Word Magic Copywriting: can be a caveat of helping you get more stages or being seen differently in your field, if, like. If being a celebrated author is like a big, important thing. You always have to look at the bigger picture to determine.

202

00:29:25.990 --> 00:29:46.720

Crystal Adair-Benning: Word Magic Copywriting: Do I need the accolade, or do I just need the damn book like I've written plenty of books that I have self published, printed my damn self to use. Never hit Amazon. They're not best sellers. They're just shit that I use because I need it. I need it in my business. There's something I want to teach somebody or use. So I've made the book.

203

00:29:46.720 --> 00:29:47.050

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Hi.

204

00:29:47.050 --> 00:29:53.312

Crystal Adair-Benning: Word Magic Copywriting: Right, and I don't need bestseller status on it. I just need the book.

205

00:29:53.800 --> 00:30:13.419

Crystal Adair-Benning: Word Magic Copywriting: that, said I. Also don't mind bestseller status, and if people want to use it. That's fine. But now the only differential is when somebody can say they're a New York Times bestseller, or they're a Washington times bestseller, or they're an la times bestseller or whatever. So it's starting to get to the point where bestselling author doesn't mean much, except for the caveat of

206

00:30:13.490 --> 00:30:15.790

Crystal Adair-Benning: Word Magic Copywriting: put where before it.

207

00:30:16.090 --> 00:30:18.430

Crystal Adair-Benning: Word Magic Copywriting: If your answer is just Amazon's

208

00:30:18.640 --> 00:30:38.830

Crystal Adair-Benning: Word Magic Copywriting: cool, I'm excited for you. It's not that hard to become an Amazon bestseller for the record, like it's it's really not every book I've ever written has been an Amazon bestseller, technically so, I mean yay, me, I'm 100 on that one but of the hundreds of books, or that I've had a chance to write or be part of

209

00:30:39.060 --> 00:30:40.280

Crystal Adair-Benning: Word Magic Copywriting: 4

210

00:30:40.660 --> 00:30:44.059

Crystal Adair-Benning: Word Magic Copywriting: since I was 15, have gone to our times bestseller.

211

00:30:44.790 --> 00:30:53.059

Crystal Adair-Benning: Word Magic Copywriting: I'm not 15 anymore. I'm in my forties for the record. So like it, it takes a lot of work, a lot of effort to become a New York Times bestseller

212

00:30:53.530 --> 00:30:57.279

Crystal Adair-Benning: Word Magic Copywriting: don't just expect, and and a lot of people go in with a like.

213

00:30:57.510 --> 00:31:07.080

Crystal Adair-Benning: Word Magic Copywriting: especially when they hire me. They'll be like, I want a New York Times, a seller, and I'm like cool. How much you got to put into marketing because you're gonna pay me a pretty penny for writing it, and then you're gonna pay a pretty penny

214

00:31:07.240 --> 00:31:11.069

Crystal Adair-Benning: Word Magic Copywriting: for marketing it to get it to New York Times. A seller status.

215

00:31:11.130 --> 00:31:13.709

Crystal Adair-Benning: Word Magic Copywriting: And it's not a short process. So

216

00:31:14.160 --> 00:31:21.510

Crystal Adair-Benning: Word Magic Copywriting: you know, the world moves pretty quick these days. We want to print and publish our IP so that somebody else doesn't do it. 1st

217

00:31:22.050 --> 00:31:24.719

Crystal Adair-Benning: Word Magic Copywriting: publishing is still kind of in the Dark Ages.

218

00:31:24.760 --> 00:31:29.659

Crystal Adair-Benning: Word Magic Copywriting: It takes a year and a half to 3 years to publish a book through a traditional publisher.

219

00:31:29.840 --> 00:31:40.119

Crystal Adair-Benning: Word Magic Copywriting: No, I'm not talking about niche publishers or vanity publishers and stuff like that. I'm talking about the big 5 traditional publishers still take between 18 months and 3 years typically to publish.

220

00:31:40.400 --> 00:31:48.269

Crystal Adair-Benning: Word Magic Copywriting: which means that your IP is just sitting there for 3 years for somebody else to swoop in underneath you, and you know, publish it first.st

221

00:31:48.910 --> 00:31:51.110

Crystal Adair-Benning: Word Magic Copywriting: Is that a weird risk you're willing to take?

222

00:31:51.140 --> 00:31:55.520

Crystal Adair-Benning: Word Magic Copywriting: Maybe maybe not. I don't know. Depends depends on a lot of factors.

223

00:31:55.810 --> 00:31:58.440

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And then it gets back to, you know.

224

00:31:59.030 --> 00:31:59.980

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Cost.

225

00:32:00.820 --> 00:32:01.520

Crystal Adair-Benning: Word Magic Copywriting: So life.

226

00:32:02.410 --> 00:32:02.920

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: You're not.

227

00:32:03.385 --> 00:32:03.850

Crystal Adair-Benning: Word Magic Copywriting: Going.

228

00:32:04.020 --> 00:32:09.699

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: It's not becoming a bestseller. Yeah, is an advertising expense.

229

00:32:09.730 --> 00:32:12.069

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: It is not a money making venture.

230

00:32:12.990 --> 00:32:18.040

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Unless you are Jk. Rollins, and they're giving you great advances.

231

00:32:19.990 --> 00:32:22.640

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: and they can. They can know. I mean, they do the.

232

00:32:22.640 --> 00:32:23.390

Crystal Adair-Benning: Word Magic Copywriting: Maps.

233

00:32:23.960 --> 00:32:29.679

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: They know how much they're going to make off of her next book, and they can give her in advance because

234

00:32:30.260 --> 00:32:31.730

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: they know what the royalty.

235

00:32:31.730 --> 00:32:50.949

Crystal Adair-Benning: Word Magic Copywriting: Okay. But let's let's let's talk about advances, because there's a misnomer with advances, too. People assume that in advance is you being paid for your book. It absolutely is not. It's not an advance is literally what it sounds like, and it's an it's an advance on how many books they suspect you're gonna sell, and the amount of commission that you're going to make on those sales.

236

00:32:51.280 --> 00:33:02.940

Crystal Adair-Benning: Word Magic Copywriting: Should your book not reach that number they lose. If your book goes over that number they win, but you only are going to take commission on your books beyond that advance.

237

00:33:03.170 --> 00:33:15.340

Crystal Adair-Benning: Word Magic Copywriting: So if you get a million dollar advance, and you're Jk rowling, and you can sell 10 million dollars worth of books and get royalties for it on 10 million bucks. You're going to win because you got your advance plus, you're going to get money on royalties

238

00:33:15.420 --> 00:33:28.230

Crystal Adair-Benning: Word Magic Copywriting: if you are not, though, if you're the average author and guys like everybody always assumes like it's a million dollar book deal, or it's a hundred $1,000 book deal. Nope, the average book deal right now is somewhere between 20 and 60,000.

239

00:33:28.630 --> 00:33:36.800

Crystal Adair-Benning: Word Magic Copywriting: The average book deal only is 20 to 60,000, and the expectation of that advance is that you're going to use it to market your book

240

00:33:36.810 --> 00:33:51.149

Crystal Adair-Benning: Word Magic Copywriting: because your traditional publishers are helping, but they're not paying for all of it. You're still expected to reinvest in marketing that book so that it gets out there, and more books get sold. How do you get another book contract? You sell more books.

241

00:33:51.280 --> 00:33:52.780

Crystal Adair-Benning: Word Magic Copywriting: is the short answer.

242

00:33:53.700 --> 00:33:56.600

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And that means paying to fly around the world.

243

00:33:56.600 --> 00:33:57.180

Crystal Adair-Benning: Word Magic Copywriting: Racks.

244

00:33:57.180 --> 00:34:05.429

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And go to bookstores and do book signings and do television appearances and figure out how to get on those television.

245

00:34:05.430 --> 00:34:10.949

Crystal Adair-Benning: Word Magic Copywriting: There is, there is a there is a very clear reason why I'm a ghost writer, and that is that

246

00:34:11.560 --> 00:34:35.670

Crystal Adair-Benning: Word Magic Copywriting: a I don't want the cost of marketing a book and trying to become a New York Times bestseller on my own BI have no intention of jumping on Oprah's couch. I I couldn't care less. That is not my deal. And I like my time to myself. So when I ghost right you as the author, get to go on the book tour and spend your money to go on the book tour.

247

00:34:35.670 --> 00:34:58.730

Crystal Adair-Benning: Word Magic Copywriting: I get to be on the beach in the Maldives with my commission check from writing your book in the 1st place, and sometimes I'm still you know, ghost writers dependent upon the way your contract is signed. I often make royalties anyway. So you out there promoting the book also makes me money, so please have at it. Enjoy your enjoy your book tour. I will continue to make money in the background. But for me

248

00:34:58.860 --> 00:35:11.920

Crystal Adair-Benning: Word Magic Copywriting: I was. I was always happier writing than promoting writing. The book was like, that is my joy. That is my gift. That is like my master class and everything that you know, and that I get to learn.

249

00:35:12.050 --> 00:35:15.689

Crystal Adair-Benning: Word Magic Copywriting: I love that stuff. What I didn't love was

250

00:35:15.850 --> 00:35:28.549

Crystal Adair-Benning: Word Magic Copywriting: the marketing machine of having to be an author, and and at that a bestselling author. So again, there's a million reasons to write a book. Not everybody wants to be a bestselling author. But if you do, I want you to understand. And

251

00:35:28.610 --> 00:35:31.560

Crystal Adair-Benning: Word Magic Copywriting: the commitment that you're making

252

00:35:31.660 --> 00:35:37.140

Crystal Adair-Benning: Word Magic Copywriting: to promoting this book. Because really, you're going to turn into a marketing machine for anywhere between 2 to 5 years.

253

00:35:37.380 --> 00:35:52.669

Crystal Adair-Benning: Word Magic Copywriting: And you're gonna have to commit to traveling the world and constantly running events and talking about your book and doing social media and running email lists and speaking on stages and doing all of this stuff, whereas I get to write your book.

254

00:35:52.880 --> 00:35:59.849

Crystal Adair-Benning: Word Magic Copywriting: and then I'm done. I just collect my royalty check. I collect my payment check, and I move on with my life and do the next thing.

255

00:35:59.880 --> 00:36:01.030

Crystal Adair-Benning: Word Magic Copywriting: And I'm okay with that.

256

00:36:01.030 --> 00:36:02.010

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Special.

257

00:36:02.480 --> 00:36:07.800

Crystal Adair-Benning: Word Magic Copywriting: The next bestseller that I mean. That's that's literally my gig, and and I love it. But

258

00:36:08.131 --> 00:36:11.599

Crystal Adair-Benning: Word Magic Copywriting: that's not to say there's anything wrong with wanting to be a bestseller. I just.

259

00:36:11.600 --> 00:36:12.130

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Sounds. I don't.

260

00:36:12.130 --> 00:36:15.719

Crystal Adair-Benning: Word Magic Copywriting: I just wish more of us were so open about the idea of like.

261

00:36:15.870 --> 00:36:29.970

Crystal Adair-Benning: Word Magic Copywriting: if you want to do this, there's there's a cost associated with it. And there's again there's nothing wrong with being an Amazon bestseller guys at all. If you just want to be bestseller status, just get your Amazon best seller, your best selling out there congrats.

262

00:36:30.120 --> 00:36:41.729

Crystal Adair-Benning: Word Magic Copywriting: If you want to create a book that has a New York Times Buzz, or a Washington Post, or an la Times or a times on Sunday, or whatever. If you want that kind of accolade, just know what it's going to take.

263

00:36:42.240 --> 00:36:43.040

Crystal Adair-Benning: Word Magic Copywriting: that's all.

264

00:36:43.660 --> 00:36:45.250

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Yeah. And you have

265

00:36:46.067 --> 00:36:49.089

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: a guide for people 7 steps to catch.

266

00:36:49.090 --> 00:36:49.569

Crystal Adair-Benning: Word Magic Copywriting: You go.

267

00:36:49.570 --> 00:36:51.530

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: You're booked to best seller status.

268

00:36:51.530 --> 00:37:06.709

Crystal Adair-Benning: Word Magic Copywriting: Yeah, yeah, we're gonna I'm gonna give it away for free. I mean, it's gonna give you the the honest to goodness. True, some of it we talked about today. That goes into it a little bit more in depth in the Pdf, but I'm gonna just tell you straight from

269

00:37:06.800 --> 00:37:22.739

Crystal Adair-Benning: Word Magic Copywriting: I was. Gonna say, the horse's mouth. But that's rude to me straight from the copywriter and the ghost writer's mouth. I'm going to tell you what it actually takes behind the scenes. And the truth is, it takes a lot more than people actually think. If it was that easy to do, we'd all have a New York Times bestseller. There's a reason why

270

00:37:22.770 --> 00:37:30.820

Crystal Adair-Benning: Word Magic Copywriting: I highlight my New York Times bestsellers in my bios because it's not common. It's not

271

00:37:30.870 --> 00:37:34.069

Crystal Adair-Benning: Word Magic Copywriting: easy. It's something that takes a lot of work.

272

00:37:34.130 --> 00:37:39.779

Crystal Adair-Benning: Word Magic Copywriting: And it's funny to me because, like I get to claim New York Times bestselling ghost writer because I am.

273

00:37:39.970 --> 00:37:42.140

Crystal Adair-Benning: Word Magic Copywriting: But I also didn't have to do the book tour.

274

00:37:42.220 --> 00:37:43.620

Crystal Adair-Benning: Word Magic Copywriting: Yay, me.

275

00:37:43.970 --> 00:37:58.649

Crystal Adair-Benning: Word Magic Copywriting: I got my New York Times, but I didn't have to do. I didn't have to do the book tour. I didn't have to be like pumping it out for 5 years. I literally wrote the book, and I got to walk away. And for me that's the best of the that's the amazing part, and the best part of my world.

276

00:37:59.750 --> 00:38:16.129

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And there are people that they they need. I I'm gonna bring up politicians for a moment. They need the book, and they need to have it written. They want they want to to take advantage of a reason to get in front of a whole bunch of people.

277

00:38:16.130 --> 00:38:17.040

Crystal Adair-Benning: Word Magic Copywriting: Totally.

278

00:38:17.230 --> 00:38:21.770

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And that's why they're writing it. And that's why it needs to be a best seller, and.

279

00:38:21.770 --> 00:38:22.500

Crystal Adair-Benning: Word Magic Copywriting: Totally.

280

00:38:22.500 --> 00:38:27.480

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And we're we're talking about nonfiction here, you know, fiction is a whole different kind of world.

281

00:38:27.480 --> 00:38:38.990

Crystal Adair-Benning: Word Magic Copywriting: Fiction fiction, I mean, a lot of the same rules apply, but fiction is very different. But I think that I I've always had this belief that everybody has a story, but not everybody should tell it.

282

00:38:39.330 --> 00:38:45.770

Crystal Adair-Benning: Word Magic Copywriting: 1st of all, there are some people that should not write a book. If you are in the thick of it. Don't write a book

283

00:38:46.160 --> 00:38:51.709

Crystal Adair-Benning: Word Magic Copywriting: you are writing from the scar. We don't, or sorry you're writing from the wound, not the scar. Don't write from the wound.

284

00:38:52.025 --> 00:38:55.999

Crystal Adair-Benning: Word Magic Copywriting: All you're gonna do is vicariously traumatize people. Please do not do that.

285

00:38:56.000 --> 00:38:56.444

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Right.

286

00:38:57.149 --> 00:39:11.440

Crystal Adair-Benning: Word Magic Copywriting: Please like, especially as coaches like you know better. Don't do that. You can write it for yourself, like journal it out so you don't forget shit. But when you go to actually write the book I'm gonna I will be the 1st person who's like that needs a rewrite. You can't say that.

287

00:39:12.130 --> 00:39:15.010

Crystal Adair-Benning: Word Magic Copywriting: There are other people who should not write a book like

288

00:39:15.080 --> 00:39:21.390

Crystal Adair-Benning: Word Magic Copywriting: people who just, you know, their their tone of voice or their ability to tell a story is not great.

289

00:39:21.640 --> 00:39:26.580

Crystal Adair-Benning: Word Magic Copywriting: Don't write a book. I'm not saying, don't have a book, I'm saying. Don't write it. Your damn self.

290

00:39:26.630 --> 00:39:46.470

Crystal Adair-Benning: Word Magic Copywriting: or hire a book, coach, or hire a ghost writer. You can still tell your story, but we need to know our limits. I, for example, am freaking terrible with accounting my books would be a nightmare if I tried to do them for my damn self. That's why I have an incredible bookkeeper and an accountant to keep me on task right.

291

00:39:46.470 --> 00:39:59.099

Crystal Adair-Benning: Word Magic Copywriting: Know what you're capable of, and hire for the stuff that you can't. There's nothing saying you can't have a book just because you're not a great writer, or you. You don't have time to write, or whatever you can. You just have to hire.

292

00:39:59.130 --> 00:40:04.370

Crystal Adair-Benning: Word Magic Copywriting: and it's not a cheat to hire. Cause I I promise you you're gonna do work with me.

293

00:40:04.400 --> 00:40:25.529

Crystal Adair-Benning: Word Magic Copywriting: You can't. You don't just show up in my office and be like crystal. Today. We're going to write a book about X and leave me to it, and I magically come up with a book at the end of it. That is not the process. It's still all your content. The trick is, you're going to teach it to me, and then I'm going to transmute it out into the world in a way that makes sense to your reader, not just to you.

294

00:40:25.770 --> 00:40:34.159

Crystal Adair-Benning: Word Magic Copywriting: That's the trick. So if if you're the person who has the incredible brilliance, you just don't have the time to write, or the desire to write, or the skill to write

295

00:40:34.340 --> 00:40:35.210

Crystal Adair-Benning: Word Magic Copywriting: higher.

296

00:40:35.520 --> 00:40:37.160

Crystal Adair-Benning: Word Magic Copywriting: You can still have a book.

297

00:40:37.160 --> 00:40:38.920

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: And how could people hire you.

298

00:40:39.210 --> 00:40:40.559

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: or at least have a conversation

299

00:40:40.910 --> 00:40:42.000

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: you, about hiring you.

300

00:40:42.160 --> 00:40:52.919

Crystal Adair-Benning: Word Magic Copywriting: Yeah, absolutely. So my website right now is word magic copywritingcom. It's due to change shortly to write WRIT. E

301

00:40:52.930 --> 00:41:00.021

Crystal Adair-Benning: Word Magic Copywriting: word magic.com. So if this comes out later, it's right word magic. If not, it's word magic copywriting. Try them both

302

00:41:00.430 --> 00:41:17.412

Crystal Adair-Benning: Word Magic Copywriting: and you can go on there. You can book a call with me. It's completely free to talk about your book, and I will give you my unfettered, unfiltered opinion of like, write this. Don't write this. You need a book coach. You need a ghost writer, you need nothing. Go write it your dumb self. You're good

303

00:41:17.740 --> 00:41:21.736

Crystal Adair-Benning: Word Magic Copywriting: but I am known, for one thing, in the industry which is,

304

00:41:22.080 --> 00:41:37.709

Crystal Adair-Benning: Word Magic Copywriting: literally giving you my opinion freely, and telling you what should and should not be written, and how I would go about writing it. And so I'm happy to do that for people. And if you want to work with me, if you want to hire me. Ghost writing has a wait list book coaching usually can come in fairly quickly, right?

305

00:41:37.750 --> 00:41:51.189

Crystal Adair-Benning: Word Magic Copywriting: You know, oftentimes even same week. But ghost writing. There is a bit of a wait list. So it depends on the book and what you're writing and how long we need to prep it. But most people. It's 6 months out at least 6 months to a year.

306

00:41:52.070 --> 00:41:55.039

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: So take the course, and then have her ghost. Write it for you.

307

00:41:56.200 --> 00:41:57.920

Crystal Adair-Benning: Word Magic Copywriting: 100%. Figure it out.

308

00:41:57.920 --> 00:41:59.080

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Amazing yeah.

309

00:41:59.660 --> 00:42:09.539

Crystal Adair-Benning: Word Magic Copywriting: There's there's more than one way to write a book. The only way I'm going to recommend you don't write a book is through AI, and that's purely because you will not own it. And you're just going to train it

310

00:42:09.910 --> 00:42:12.129

Crystal Adair-Benning: Word Magic Copywriting: to know everything that you know.

311

00:42:12.150 --> 00:42:14.790

Crystal Adair-Benning: Word Magic Copywriting: so that somebody else can use it in their book.

312

00:42:15.570 --> 00:42:16.600

Crystal Adair-Benning: Word Magic Copywriting: Don't do that.

313

00:42:18.710 --> 00:42:21.160

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Yeah, there's a time and a place for AI.

314

00:42:21.580 --> 00:42:23.559

Crystal Adair-Benning: Word Magic Copywriting: There is a time and place for yeah. Yeah.

315

00:42:23.830 --> 00:42:29.830

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Super enlightening crystal, and I really appreciate you coming on and just sharing your

316

00:42:29.870 --> 00:42:31.929

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: unvarnished opinions about

317

00:42:32.410 --> 00:42:34.749

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: all of the all the things.

318

00:42:35.930 --> 00:43:02.771

Crystal Adair-Benning: Word Magic Copywriting: Completely unvarnished. Like I said, I I love what I do, and I think the coaches truly, like, you guys, are the Mavericks. You guys change the world with the with the stuff that you do. I am always in awe when my coaches come to me and teach me incredible things that like you guys change my life every time you come in to teach me what I need to know, to write your books. I'm always in awe and like complete and utter respect for what you do.

319

00:43:03.070 --> 00:43:13.899

Crystal Adair-Benning: Word Magic Copywriting: And the world needs more of you. And the way that we can get you out into the world isn't by one on one coaching, it's by creating something that's going to be able to spread faster and wider than we can.

320

00:43:15.760 --> 00:43:17.819

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Really, why I do this podcast.

321

00:43:17.820 --> 00:43:18.450

Crystal Adair-Benning: Word Magic Copywriting: I love it.

322

00:43:18.450 --> 00:43:19.779

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: For the same reason.

323

00:43:19.780 --> 00:43:20.279

Crystal Adair-Benning: Word Magic Copywriting: I love it.

324

00:43:20.280 --> 00:43:26.569

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: So thank you so much for joining me. What's the one thing that you hope the audience takes away from this conversation today?

325

00:43:27.949 --> 00:43:54.030

Crystal Adair-Benning: Word Magic Copywriting: I mean the smart ass in me was like, please don't write in an anthology, but in truth it's in truth, it's that what I really want you to do is understand that you have an incredible power and story inside of you, and you have the ability to tell it. So if you ever get the chance. If you even have an inkling inside of you that you want to share your story or your wisdom, do it. Don't wait. It is the number one

326

00:43:54.030 --> 00:44:04.250

Crystal Adair-Benning: Word Magic Copywriting: like most regretted decision when they've interviewed people who are dying. The biggest regret is that they didn't tell their story, and they didn't write it themselves, and so honestly write your story

327

00:44:04.770 --> 00:44:08.999

Crystal Adair-Benning: Word Magic Copywriting: what you do with it next. That's a marketing decision. But write your story.

328

00:44:09.740 --> 00:44:11.319

Jill Hart-The Coach's Alchemist & Host of the You World Order Showcase Podcast: Thank you so much for joining me.

329

00:44:12.410 --> 00:44:14.480

Crystal Adair-Benning: Word Magic Copywriting: My absolute pleasure. Thank you so much.