During my days as a magician I learned a key secret that I still use in business today.
It was essential in, not only putting on an entertaining show, but in getting clients to book me, pay me well and refer me to others.
In fact, it helped me book far more shows than other magicians which had been practicing magic much, much longer than I had.
It’s a secret that the TOP and I mean the very top advertising strategists and copywriters use to lift their response far above the ordinary.
And yet, it’s a secret that most business people ignore.
What is this secret?
Making people believe.
Dan Kennedy says, “The secret behind every extraordinarily successful promoter, marketer, entrepreneur and the fortunes built by them, as well as most other institutions of size and scope, and behind the successful popularizing of anything is making people believe.”
Take Disney. They have an entire “Imagineering” department that is devoted to developing things to make people believe that Disney is the most ‘magical’ and ‘happiest’ place on earth. One of the goals of this department is to deliver experiences that their audience will not find anywhere else.
A more obvious example comes from recording artist Justin Bieber with his constant message of “Believe.” Based on his unlikely rise to fame by way of YouTube, he’s built a fan base around the idea that anything can happen.
So how do you make people believe? Here are a few ways you can increase your own believability:
1) Make yourself famous. Harry Houdini is arguably one of the most famous magicians. He was great at self-promotion. One of the ways he would generate publicity for his performances was to strip completely naked and get voluntarily thrown in jail. He’d then escape from the jail cell. Two other examples of people who make people believe in what they say in part because they’re famous are Dr. Oz and financial advisor Suze Orman.
2) Be confident. People are much more likely to believe someone who is confident than someone who is unsure of themselves. (Tweet this!) Rehearsing what you will say and how you will respond to questions from clients will make you appear more confident. (Darcy shared another way to boost your confidence level in The Two Reasons Why People Struggle Or Stall—And How To Get Unstuck[C1] .)
3) Be fascinating. Last year at SuperConference, Sally Hogshead discussed how you could use your “fascination” to increase fees for your products and services. She pointed out that when all things are equal, whichever thing, person, product, business, service, etc. is the most fascinating will always win. (For more on how to use fascination to your advantage, read my article, “Yes, you’re fascinating, but are you using it to your advantage?”
To be successful at selling your product or service, people must believe in it and you. Determine what you can do today to start making your customers, clients or patients believe in both you and what you have to offer.
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