397 - How To Sell Anything to Anyone (5 Psychological Triggers)

0:03Hey there, I'm Marie Forleo and for the last 20 years I've helped millions of people transform their businesses and lives. If you're ready to make the difference you were born to make, get ready because this is the Marie Forleo Podcast.

0:19With over 2.1 billion, yes, billion pieces of new content produced every day, it's no wonder you're frustrated that your messages might not be getting through and that your sales maybe aren't as high as they could be. Today, I'm going to show you how to sell more of anything using four highly effective but often overlooked copywriting strategies. Now here's the good news. Selling more in this noisy environment is not about getting louder and it's not about doing or saying things that are hypey or slimy or unethical. In this video, we're talking about how the secret to getting more sales requires you to be more honest, more transparent, and have even more integrity.

1:00Here we go. Let's play a game. Guess which headline gets more clicks? A, how I made my first million. B, how I made$12 ,233 in two hours. Now, if you guess B, you're right. But why is that? Because at first glance, it doesn't make sense, right? Because you could argue that making a million dollars is a lot more impressive than making $12 ,000. However, there is something else going on here, which brings us to strategy number one. specific numbers sell way better than vague numbers. So specific numbers, especially in print and visual form, they're more believable, they're more memorable, and they instantly create more trust.

1:42And they should, because you're being more precise about telling the truth. And we are all more likely to trust and believe a number that's specific and precise rather than one that's vague or general. So for example, let's say that I want to have a guest here on MarieTV who doesn't know who I am. I'm not going to reach out in their DMs and say, hey, Ms. So-and-so, I have this popular show on YouTube. You should come all the way to New York City, take hours out of your life, and be on our show. That's a terrible pitch, right? I mean, especially when someone doesn't know who I am. But if I write something like, hey, Ms.

2:15So-and-so, you've got a new book coming out on June 10th. We have over 74.56 million views on MarieTV. We also have over 3 ,073 ,000 and followers on social. If you're interested, we'd love to have you on to support your book launch. No contest, right? That's because specificity sells. It instantly creates more trust. It creates more legitimacy because we're telling the truth. Here's a few more examples. Which is better? Make your reservation now. Rooms are going fast. Or hurry. Only one room left at this rate for your dates, September 7th through the 10th. No question. That second bit of copy feels more honest.

2:57It feels more legit. How about this one? Join my women's business community versus join 34 ,467 women growing their online brands. For me, it's the second one. It just feels more real. It feels more compelling. Now there is one little nuance to underscore here. So this is a copywriting strategy, meaning the words are visually seen on a page or a screen. So whenever you're speaking large numbers, either on a video like this or on a podcast, it can sometimes sound awkward and really be a mouthful. So you got to use your judgment when you're converting the written messaging to the spoken word. Let's keep going.

3:36So next tip, I want you to get ruthless about eliminating vague words like soon and fast and wherever you can replace those words with specific time frames so you tell me which one is more compelling launch your online course fast or launch your online course in 29 days or less get more clients this week or get three new clients by friday or your money back again no contest making your timeline and your promise as specific as possible, creates a lot more interest, and it creates more trust. And it goes without saying, of course, you got to make good on your promise, whatever that is. But here's why this is a good thing.

4:19Because it challenges you to be extraordinary at delivering results. It communicates how confident you are about how you can help your prospects get what they want, which is the whole point of business. So no matter what, start being as specific as you can in your copywriting. This is such a simple and effective way to use the truth to inspire more trust and more trust creates more sales. Facts tell, stories sell. It's probably the phrase that I say the most to my team. I say it month after month, year after year, can't stop, won't stop ever. Why? Because it works. Look, you have to understand this.

4:59No matter how great you or your business are, we're all living in a low trust environment, especially online. And what other people say about the results you get your customers is way more persuasive than anything you can say about yourself. Here's why I love this strategy. Because it's rooted in integrity. It's about sharing more of the truth. See, if you want to sell more, then start telling more and better stories. Make it a focus in your company to consistently share case studies and reviews and testimonials. Really, any form of story that demonstrates your customers got the kind of results that the person reading or watching wants for themselves.

5:37And this next point, oh my goodness, it is so important. You can never, I repeat, you can never have too many success stories. You can never have too many reviews. You can never have too much social proof. Don't stop at like three or five or even 25 stories. And don't ever let your team or any consultant tell you, you know what? Just slow down. We got enough testimonials. Don't ever let them tell you, oh, the sales page is too long. We can't fit any more success stories. No, those people are sales killers and money repellers, and you should never, ever take advice from them. You know, recently I was looking for a specialist, a doctor who took my insurance here in New York city.

6:17So I started searching online, came across about a half a dozen providers. I had very specific criteria and it came down to two good options. So one doctor had like nine five-star reviews close to my house. Okay, that's a possibility. Then I came across another doctor, again, very close to my house, similar credentials, but she had over 2 ,000 reviews. And I think her average was like 4.7 stars. Who do you think I went with? That's right. I went with the doc that had over 2 ,000 reviews. That stack of stories made me trust her more and now I'm her new patient. And it's not just me. Research suggests that over 90 % of people say that ratings and reviews have the biggest impact on what they buy.

7:03So instead of you trying to figure out how to write about how great you are, let other people talk about how great you are. Let them tell the truth about you. And look, there is an art and a science to getting great reviews and case studies for your business. Because the honest truth is the best stories don't always just show up on your lap. Even if people love you, they love your product or your service, most people never leave a review or know how to write an effective testimonial because they're busy and most people don't even know what to say. So you do have to be proactive in this regard.

7:33You have to prompt people. You have to ask people. And that's a whole other topic for a whole other video. But look, if you're a member of B-School or The Copy Cure, you know this. We go into great depth in how to get great testimonials over there. But for now, there is one final strategy that I want you to start using immediately to make your story selling even more persuasive. Do me this favor. Whenever a customer says something spectacular about you or your business, take a friggin screenshot. I don't care if it's an email or a tweet or a comment or a text or a DM, take a screenshot. Screenshots are lo-fi images that often convert way better than highly designed or produced versions of that same testimonial.

8:18Now, of course, you can protect their privacy if that's something important for your business. It's super easy to hide the person's name and their face. But screenshots often feel a lot more trustworthy. Why? Because they're raw. They're real. And best of all, they cost you nothing. In our company, we literally have thousands and thousands of screenshots that we have taken over the years. At Marie Forleo. And the best part with the combo of B-School and CopyCure is that my sales have more than triple. Win-win. I remember investing in this two course with the little money I had left in my bank, not knowing how I was going to pay my bills if this didn't help me bring sales.

8:55But trusting my intuition, I took the leap of faith. P.S. I was pooping my undies when I did. And OMG, all I can say is I am bringing in the vegan bacon faster than I can type. Thank you, ladies. You are superstars. Here's another one. I had to pay for B-School and installments because I didn't have the money. Now I have a seven-figure business. So for you, take those screenshots, create a folder for you and your team and use them. Use them in your emails, in your sales pages, in your videos, and for all your social content. Why? Say it with me. Facts tell, stories tell. Always have, always will.

9:31Now, right now you might be wondering, well, how do I get such amazing testimonials if I'm just starting out and I don't have a ton of customers yet? Great question. As always, everything is figureoutable. I actually made a whole other video on this exact topic, so you might want to watch that next. We're going to link to it in the description below. Now look, the truth is there is so much more I could teach you about sales and copywriting and persuasion, but this video would be a hundred hours long. and learning how to communicate persuasively by telling more of the truth is a superpower that anyone can learn, including you.

10:07Do it right. And I guarantee you're going to change more lives and you're going to make a lot more money. And in my opinion, it's a skillset that every successful business owner needs to have. Now, if you want to get the superpower for yourself, I've got a few more resources in the description below. First up is a free seven day writing class to up your copywriting and your story selling game. You can click on the link below, or you can get it at marielovesyou.com slash free writing class. Next, if you're serious about ramping up sales immediately, go check out the Copy Cure. Our students regularly double, if not triple their sales just by learning how to use the right words.

10:46Here's what Carolyn and Cynthia have to say. Our sales have increased 91 % from the low six figures to seven figures. The only thing we changed was the copy. And they're selling still flowers, y 'all. If you want to learn more, go to thecopycure.com and you can get started right away. No matter what, I promise you that winning more sales, it is a skill that anyone can learn and all it requires is communicating with more honesty, transparency, and integrity. Now, if you like this video, give it a thumbs up and subscribe because that helps us keep creating even more content to help you create a business and life you love.

11:23Until next time, stay on your game and keep going for your big dreams, because the world really does need that very special gift that only you have.

11:45Ever get frustrated that more people aren't lining up to buy your products and services? You know they're awesome. So what gives? Chances are you haven't yet learned the one critical skill. Every single entrepreneur, writer, and creative needs to not just survive, but thrive. That skill is copywriting. Because the right words are all that's standing in between you and a bigger bank account. If that's something you want, I can help. Get your butt in the CopyCure. It's my online writing program that'll help you learn step-by-step how to use the right words to get more people to buy. But hurry, because enrollment is only open for a limited time.

12:24To learn more, head on over to thecopycure.com. That's thecopycure.com.