Detailed Analysis of Marie Forleo’s Sales Video for B-School

James Wedmore analyzes Marie Forleo’s first of three videos. Marie is a “pro”, and makes super high quality videos with an excellent but soft sales message.

James realized that Marie spent many hours scripting this video; it wasn’t an off-the-cuff fly-by-the-seat-of-your-pants style video (although those can be useful as well). She probably used a teleprompter, queue cards, or memorized her script. The act of creating the script is of course known as “copywriting”, a treasured skill in the marketing world.

Here are some of the key points that she hits:

  1. Thank You and Authority
  2. The Focus of this Training … and the key things you need to learn
  3. The benefit/results…
  4. The “Hook”
  5. Empathy – I know where you are coming from whether you are x or y
  6. Foreshadow Hook
  7. Overcome Objectioin #1 – Not a Get Rich Scheme
  8. Benefits of the Entire Video Series (i.e. the “Big Outcome”)
  9. Overcome Objection #2 – I’m not technical
  10. Intro to Her Story
  11. The Struggle she went through
  12. How far she has come – where she is today
  13. I’m like you (more empathy)
  14. Authority – Oprah, Tony Robbins, Sir Richard Branson
  15. Presell Video #2
  16. Recap
  17. Request for comment below (social interactoin)

Previous video blogs on this site from James Wedmore:

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Previous video blogs on this site regarding Marie Forleo:

 

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