Want to learn the ideas in Magic Words better than ever? Read the world’s #1 book summary of Magic Words by Tim David here.
Read a brief 1-Page Summary or watch video summaries curated by our expert team. Note: this book guide is not affiliated with or endorsed by the publisher or author, and we always encourage you to purchase and read the full book.
Video Summaries of Magic Words
We’ve scoured the Internet for the very best videos on Magic Words, from high-quality videos summaries to interviews or commentary by Tim David.
1-Page Summary of Magic Words
Overview
Exactly What to Say: The Magic Words for Influence and Impact (2017) by Phil M. Jones is a guide that helps salespeople and influencers learn how to say the right thing at the right time. By choosing your words wisely, you can close more deals—and make more money.
Whether you’re selling an idea or a product, good salesmanship is rooted in human psychology. A good salesperson knows that all too often potential customers dwell in the land of “maybe,” putting off any given decision for another day. Saying the right thing at the right time can push a potential customer into making a timely decision. A subtle turn of phrase can make or break the outcome of a conversation. Certain phrases, called Magic Words, trigger ideas in the subconscious brain and influence others without being pushy or overbearing.
The brain does a lot of things, including decision-making, without our awareness. Most people simply brush their teeth as part of their daily routine and don’t think about it. Good salespeople talk to the pre-programmed parts of the brain that make customers buy products on impulse rather than thinking through the purchase consciously.
If you know what motivates people, then you can use that knowledge to help sell your product. One way is by appealing to a customer’s emotions. You can do this by describing the benefits of your product or service in a way that appeals to their subconscious needs and desires. This helps them make better decisions about whether they want to buy from you or not.
Key Point 1: Certain phrases can instantly make a sales pitch more attractive to others.
No one likes rejection. Salespeople in particular fear it, because they rely on closing deals to make money. However, there are ways of presenting ideas that can make them more appealing and less intimidating. The right language makes the deal seem more inviting and less scary. When a salesperson uses these techniques effectively, he or she will close more deals and have better results overall.
Some people use a phrase to start their pitch that gives the audience an out. They say, “I’m not sure if this is for you,” or something similar. This allows the listeners to relax and be more open-minded about what they’re going to hear. It also makes them curious: What could it possibly be? The speaker has already told them it might not be for them, so they’re expecting something unusual—and they’ll listen with rapt attention when the speaker reveals what that thing is.
A good way to present an idea is to ask the listener if he or she is open-minded. This usually makes a person more receptive because they don’t want to be seen as close-minded and they generally think of themselves as open-minded. Another method for presenting ideas is to start by asking them if they are willing to consider something new. By doing this, people will be more likely to listen because it’s in their nature not to reject things out of hand unless someone else has already rejected it first.
Key Point 2: An effective way to persuade skeptics is to question their knowledge and feelings.
In sales, it’s best to avoid arguments and direct confrontation with prospective customers. For example, if a prospect says the product is too expensive, don’t argue that it’s not expensive enough. Instead of trying to prove them wrong or right, ask questions like “What do you know about this product?” or “How much are you willing to spend on…?”
It’s important to understand that people don’t like being wrong, and they are more likely to be receptive if someone else points out their error. Salespeople should try to make customers doubt themselves by asking them questions about the topic at hand. The salesperson could ask what they know about cyber security or life insurance, for example, in an effort to reveal their ignorance of the subject matter.
