A demonstration is one of the best tools you can use to convince somebody of something. It’s not about “selling the benefits.” It’s SHOWING somebody what the future could be like if they’d use your product or service. Because once they can see themselves in that future, they’ll start doing the convincing part for you.
Case in point, my Facebook campaign for the 90MinuteBook service. The idea was to demonstrate how one can use a simple book to generate leads from Facebook.
I would run the ads, get people to the landing page, and offer them the 90 Minute Book about 90-minute books as a download. (A little like Kramer’s coffee table book about coffee tables.) Once they are opt-in, I’d take them behind the scenes, document what works, and show how it could work for them.
The campaign would run from Friday to Sunday. Then, on Tuesday morning, I’d email them a debrief of what happened. I’d put “Facebook campaign results inside” as the subject line and say…
“Hey Nick, I just thought you might like to see what happened with the Facebook campaign I was running this weekend. Here are the details….“
And I’d break it all down.
I’d tell them who I was targeting, how many clicks we’ve got, what the CTR was, how much I’d spend, how many opt-ins I generated… everything. I wanted people to be able to SEE themselves doing it. And I knew most of them were thinking,
“yeah, it’s easy for you. If I could afford to spend $1,000 a day or $2,000 a day on ads, I’d get a lot of opt-ins too.”
So I made sure to point out everything was perfectly within their reach. Because that’s going to fuel their desire for my 90MinuteBook service. And I knew that by the time they were reading the P.S., they were thinking,
“wow, if I had a 90-minute book, I could do that same thing!”
Guess what the P.S. said? It said, “if you’d like us to help you write a book, here’s how it works…” That’s right.
Now, think about it. Most people would put a lead magnet out there, get leads to sign up, and start selling them stuff right away. But that’s the most complicated way of doing your marketing. Because all the convincing activity is on YOU.
On the other hand…
When you can demonstrate results and show your prospects how THEY could achieve those same results… they’ll start building their own desire and belief to take action on that. Now it’s not you convincing them and selling to them anymore. All that’s left for you to do is offer to help them.
Your prospects are in the driving seat. And they’re actively convincing themselves that your product is something they MUST have. Oh, and by the way… that 90MinuteBook campaign I just told you about…
Turns out, it’s one of the most successful Facebook campaigns I ever did.
That’s what demonstration can do for you 😉
For more on the power of demonstrations, head to the podcast.