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The World’s Smartest Marketing Question

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.

Did you like this video? If so, subscribe to our channel and I would
be so appreciative if you shared it with your friends. And if you want more great resources to create
a business and life that you love so much you wanna hug it like a Care Bear, then come
on over to MarieForleo.com, sign up for email updates, and that would be awesome. 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..

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