Hey, it’s Marie Forleo and you are watching MarieTV, the place to be to create a business
and a life that you love.
And today I have a question for you.
So in life all of us are always selling something, whether you sell a product or a service or
you work within a company, you’ve gotta be selling something.
But do you know what you’re really selling?
Hmm?
I’ve gotta say, the answer might surprise you and it may make you a lot more money.
Let me explain.
So recently Josh and I went on a trip to Morocco and our very first stop was Marrakech.
So once we got settled in our riad we went for a walk through the medina, not to be confused
with the funky cold medina.
Now, Josh and I have a thing for Moroccan rugs.
We think they’re really beautiful and we were hoping that we’d be able to find one
on our trip for a great price.
So we’re walking down the medina and not even five minutes we get lured into a rug
shop by this very charming and charismatic man named Mustafa.
So Mustafa had this awesome rug shop so he pulled us in and at first he sat me down and
he had me try my hand at hand rug knotting with this lady who worked with them.
Then a minute after that before I knew it we’re in this huge room with marble floors
and we’re sipping mint tea and we had stacks and stacks of beautiful rugs all around us.
It was awesome.
So after a few minutes we had narrowed things down to our one favorite rug and Josh started
the negotiation process but I wasn’t quite sold yet.
I said to myself, you know, “Hold on, hold on.
These are beautiful, they’re awesome, but I have to be honest, I don't know if we even
have room for a rug like this.
I mean, I don't know if we even need it.”
Mustafa said, “Look.
Nobody needs a Moroccan run.
You don't buy a rug with your head, you buy it with your heart.”
And, you know what?
He was totally right.
I mean, we didn't necessarily need a run, but a rug wasn’t really what we were buying
anyway.
We were buying this beautiful little piece of art.
It was a reminder of our Moroccan adventure together, the one where I got to try my hand
at hand knotting a rug and where we had our very first taste of Moroccan mint tea.
The fact is we are rarely ever buying what we think we’re buying.
So here’s an example.
If I buy a necklace what I’m thinking about is how that necklace is going to help me express
my own style.
Or maybe I’m thinking about, “Oh my God, this great necklace will really help me dress
up a tshirt so if I need to go out to dinner fast I can just throw it on.”
Or sometimes if I get a necklace that has special symbolic stones I’m actually buying
into my own well being, something I wanna work on for my future.
So rather than just a piece of jewelry I’m buying an expression of my style, I’m buying
easy nights out, and I’m buying my future well being.
Here’s another example, if I’m buying a garlic press what I’m really buying is
a future experience of great times cooking for my friends.
I love to do that.
So I get such pleasure out of hearing them ask for seconds or talking about, “Hey,
Marie.
How did you ever learn to make such a killer sauce?”
So in reality what I’m really buying is a future memory of getting all the people
I love together and whatever may happen from there.
The fact that Mustafa knew what he was really selling and he wasn’t shy about articulating
that, that’s what closed the sale.
He knew that the key to getting me to open my wallet was getting me to open my heart.
Now, whether you sell with words or images or copywriting or whatever, you’re going
to realize you’re gonna sell so much more and have your customers love their purchases
if you can convey what they’re actually getting: the feelings, the benefits, the future
memories.
And to help you remember that I want you to remember this Tweetable:
“The best way to close a sale is by getting your customer to open her heart.”
Now, if you ever use words to sell your products or services, like, instead of interpretive
dance or smoke signals and you’d like my help with this, come on over to TheCopyCure.com.
It’s a new program I’m working on, and it’ll really help you sell from the heart.
Now it’s your turn.
What are you really selling?
What are people really, really buying from you?
And what future experience are they hoping to get?
As always, the best discussions happen after the episode over at MarieForleo.com, so go
there and tell me all about it now.
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Stay on your game and keep going for your dreams because the world needs that special
gift that only you have.
Thank you so much for watching and I’ll catch you next time on MarieTV.