Nothing better than a demo — Kelford Labs Daily

“No argument in the world can ever compare with one dramatic demonstration.

The way to sell goods is to sell them. The way to do that is to sample and demonstrate, and the more attractive you can make your demonstration the better it will be for you.”

— Claude C. Hopkins, My Life in Advertising

Two weeks ago, James Dyson demonstrated his company’s new vacuum.

It has almost 2 million views on YouTube already.

Earlier this week, Apple held their annual developer’s conference, where they demoed the new features of their upcoming operating systems. On YouTube alone it has amassed almost 8 million views in just a few days.

I’m not saying that you or I or anyone should necessarily aspire to that level of attention, but it says a lot about the power of a demo.

People just love seeing a demonstration. It’s simply more interesting, more captivating, more compelling than mere words or images.

But that doesn’t mean we can’t infuse our words with the qualities of a demonstration.

Instead of just saying, “Here’s why you should buy from me,” we can say, “Here’s how my process works, step-by-step.”

The words we choose and use can be either demonstrative or descriptive. 

And the more demonstrative we can be, the better we demonstrate our value.

A little example is how I started today’s newsletter. By beginning with examples, demonstrations of the power of demos, you’re just a little bit more engaged. 

A little bit more ready to hear the rest of what I have to say.

Nothing beats a real demo, of course, a real-world, up-close example of how and why something works.

But the next best thing is demonstration at a distance.

Which is all good marketing is.

Reply to this email to tell me what you think, or ask any questions!

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