Sysex formatting

Nice. Thanks very much.
I’m a bit confused about the json part. How would I include it in a sysex message ? I’d be using Max MSP to send the sysex, but I have very little experience with sysex. To me a sysex is just a string of numbers, so I don’t get how to include the json part. Should I format the json text to numbers ?
If you got no clue or no time, no probs !