Sales Copywriting and Content Marketing Hacks Podcast with Jim Edwards · Sales Copywriting and Content Marketing Hacks

Using Hooks as the Bright Shiny Object for Trendy Topics with Jim Edwards

October 28, 2025·49 min·4 clips

Jim discovers you don't need a new product—just a trendy topic hook to drive sales to your existing offers.

First, there is a truck ad. Then the room slides into Funnel Wednesday: Jim shows off a dry erase coffee mug, and Stu needles him about whether it is just a plain white cup. The messy start ends up doing useful work. The lesson is about taking ordinary material and giving people one bright, current thing to notice. Jim says the mistake is confusing the bright shiny object with the product. The smarter move is to use the trend as the hook. Stu clearly likes that click. Let the trendy topic grab attention, then send people back to the product that already exists. No rebuild needed. They run through a simple setup: put a 15 minute precursor video or a 30 minute interview in front of the offer. The old link still works. The pull-up, plank, cardio, and other core material can sit behind the new front door. The wrapper does the selling. Stu's version is a live Q and A across social media. He gives the briefing, takes questions, and points people to the same link. For polish, he is changing three covers through a Fiverr guy and spending about 50 bucks to make the book match the trend a little better. Jim keeps shaving the idea down until it is almost comically plain: add an intro and a graphic to personalize an established product. Stu adds the Q and A layer. They close in their usual loose style, with mug jokes, audience callouts, quick promos for AI tools and fitness, and a sales lesson tucked inside the banter.

As heard by us

A practical way to make an existing offer feel current.

It treats a simple marketing move as the whole story: give an established offer a trendy front door, then keep the core thing exactly where it was. The mechanics are plain and a little scrappy, which is part of the appeal.

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Why you'd press play

Use a timely topic to give an established product a fresh front door.

Read the full recommendation in PlayNext →

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