“Magicians are the most honest people in the world; they tell you they’re gonna fool you, and then they do it.”
— James Randi
Retired stage magician and a scientific skeptic
Today, let’s talk about how you can use principles from magicians to sell your products or service.
A couple of years ago, before I started my first business, I worked part-time as a magician.
Not one of those stereotypical guys with a big top hat.
Oh, no, no, no. I got paid for making fun of people, swallowing needles, stopping my pulse on command, and pulling threads out of my eye.
And guess what…
People loved it!
I mean, one of my acts was that I would start the performance by telling people:
“Look, I’m going to make you look like a jackass, and I’m going to tell you exactly how I’m doing it.”
That’s the power of being brutally honest.
In negotiation, you call this “leading with the negative.”
Let me give you an example of how you can use this principle to sell your products:
Let’s imagine your product is extremely expensive. In fact, it’s easily 2x the price of your competitors. But, let’s also imagine you’re actually giving 4x the value compared to your competition. Most people would cower and hide the price waaaaaaay down their sales page… or… maybe they’d even be afraid of telling people its actual price. Timid business owners do not a great business make.
Here’s how you could use “leading with the negative” in this scenario:
At the very top of your sales message (sales letter, sales page, email, whatever) you’d write something along with this verbiage:
“Before you go any further, you need to understand that this opportunity is VERY expensive. It’s quite possibly the most expensive product you can get your hands on in this market. It is *not* for everyone. It’s only intended for the most serious types of business owners. And if “price” is your main concern, you might as well stop reading right now. However, if you do decide to invest in your business, this extra investment will also give you unparalleled, personalized support… and… guaranteed results. If you choose to follow the proven program step-by-step.”
Something along those lines.
That copy is by no means perfect, but you get the idea.
The point is that you want to be so transparent that people almost can’t help but like and trust you.
Like what I did as a magician: I literally told people I would make them look stupid. Yet, they loved it. Plus, it made them feel safe and comfortable around me… even though I made them look ridiculous.
Another way to create a deep connection with your readers, clients, and prospects:
Give them material that shows *your* unique personality.
One way to do this is through Infotainment.
Blending great information with entertainment.
If you want to learn how to do this and double the sales you’re generating, check out the free training I’ve put together.
Here’s what you’ll discover:
- How to 2x your sales without increasing your workload by using ‘infotainment’ in your email marketing
- A $2 billion secret: how top businesses craft mouthwatering sales emails that people love to read
- How to write stories so compelling they immediately draw customers in — even if you’re not a professional writer
- How to craft an irresistible and highly converting sales email in less than 29 minutes
- And much more…
Here’s the link to the free training: