The first mention of an elevator is thought to be around 236 A.D. It was nearly seventeen hundred years later before the first working models were actually installed (in English and French palaces, no less).
There was just one problem. If the lift cable broke, the cab dropped – wounding or killing everyone inside.
In 1852, Elisha Otis hoped to save lives (and make money) by introducing his safety elevator. And he did it with a very dramatic demonstration. In front of a crowd of onlookers at the Crystal Palace in 1853, Otis raised his safety elevator three stories high, and then cut the cable – while he was still inside.
Everyone gasped.
But instead of plunging into the ground below, the elevator stopped when knurled rollers engaged. Otis was shaken up, but unhurt. As you can imagine, orders came in hot and heavy.
Otis’ demonstration proves an important principle about belief: If you want people to believe in the hard to believe, then simply demonstrate what your product does.
The blender company Blendtec’s attention-getting “Will It Blend?” YouTube videos are examples of dramatic demonstrations. To dismiss any skepticism about their claim that their blenders could grind anything and still remain sharp, Blendtec blended iPhones, hearing aids, rakes, and so on.
Views of the videos blew through the roof – as did sales.
Of course car salespeople rely heavily on this principle. Instead of wasting hours talking about a car they simply hand the keys over.
You must do the same. Find a way to demonstrate your product. Whether it is software or a service. You’ll have to be creative. And don’t forget: the more dramatic, the better.
P.S. Have you seen my new podcast Rough Draft?
Image source: Thomas Hawk
This article originally appeared as part of this Salesforce article (which I am told by a source close to the company is their most socially popular post).
Timely. I’m working on post all about interactive and dynamic product display pages right now, most notably, using video and clickable images (like 360 degree views).
Still, my favorite “low-tech” version of the product in action is the J. Peterman Company’s description of the Italian Shirttail Dress, what they call Ms. Indiana Jones:
“At the Colosseum in Rome, the toe of your sandal kicks over a chunk of marble, revealing a mint silver denarius from the reign of Emperor Hadrian.
“Dinner at La Pergola is on you.
“Then, there’s that innocent stroll into the jungle during your stay at an eco-resort in Belize.
“Next thing you know, you’ve discovered the fabulous lost city of Xupu Ha…dozens of acres of temples and statuary and steep-sided sacrificial lakes, concealed by centuries of vines.
“Your Mayan is rusty, but the natives seem to refer to you as “She Who Has Bows on Her Sleeves.”
“Italian Shirttail Dress (No. 2318), found by serendipity in Florence. Upper-calf cut of soft, pre-washed linen, fashionable and favored by adventurers who want to keep cool. Rounded shirttail hem. Self belt. Point collar.
Bust darts, shaping seams, and those bow-tie roll-up sleeve tabs eliminate any possible confusion with Mr. Jones.”
Delightful, no? 🙂
That’s perfect. J. Peterman always rocked it.
Demian- Helpful post. I just updated my email sign up magnet with one of those 3D pictures of my free eBook instead of just the cartoon I was using before. It’s a better demonstration of the product.
Great idea, John!