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Prove It! The Power of Demonstration
by Riki Trafford
http://www.1dmom.com
My golden retriever will eat just about any food. Hence,
he's adopted the title "canine vacuum".
Does he care if I put before him a hot dog or a juicy steak
bone?
Not really. However, he will grab the steak bone first and
take it where no one will bother him while he revels in its
flavor.
Yes, even a hungry dog displays preference and exhibits
choice.
In online marketing, this tactic referred to as
demonstration holds a psychological power that directly
involves the visitor and asks the visitor to participate in
making a decision.
Demonstration is a powerful tactic commonly seen in live
presentations and media like a TV commercial or a brochure.
This approach asks the audience to come out of their passive
state and participate in deciding why one choice is better
than another. The beauty of demonstration is it strengthens
the audience's belief in your service or product.
Using demonstration in a website is more than writing why a
product or service is better than other; online
demonstrations show proof. Would you rather participate in
guessing which a dog would choose - a hot dog or a juicy
steak bone or be told that a dog will pick the bone in
preference to the processed meat?
Will your visitor need a flashy media player in order to see
your site's demonstration? This isn't necessary. You can
effectively use simple demonstrations online with the same
results. All you have to do is present a dilemma, two
pictures and ask the visitor to solve the problem. When the
visitor clicks on one of the pictures, you have engaged the
visitor in the tactic. For example, if your website sells
doggy treats, you can ask the visitor to pick the treat that
is healthiest for your dog's teeth from two choices: a
dentist-approved doggy treat with special ingredients and a
big juicy steak bone. Whichever picture the visitor clicks
on will explain the benefits of your product and support the
visitor's decision to get your product.
Involvement is the main key behind demonstration. Even
abstract services can be reinforced with demonstration.
Once you find the drama or benefit of a service, you can
demonstrate it in a concrete way. Many abstract services
become concrete when you represent them with a "prop". A
prop involves the senses - touching, feeling, experiencing,
and tasting. For example, how would you prop the abstract
service "accounting"? While many in the industry may
understand the complex explanation of accounting, many
visitors have a hard time grasping or comprehending how this
works. A demonstration takes the concept and puts it in a
perspective that's easier for the visitor to appreciate.
Many visitors understand accounting has a lot to do with
numbers and savings. So, upon showing the visitor two
pictures, a plush second-home or working a second job, and
asking the visitor to select how they expect spending their
early retirement years, the visitor is asked to move in a
desirable direction.
You don't have to reinvent the wheel or be a creative genius
to incorporate demonstration into your website. Even though
a visitor is more selective and smarter than my canine
vacuum, the power of demonstration involves little more than
making the visitor feel happy and not apprehensive about
making a decision.
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