Have you ever wondered why your products are not selling, no matter how good they may be? Let’s do an experiment. Imagine you want to sell a vacuum cleaner. What would you say to a prospect, how would you explain the features and benefits? What do you have to do to cause them to want to buy from you?
There’s an ancient Chinese proverb that says: Hearing something 1000 times it’s not as convincing as seeing it once. You see, most entrepreneurs and salespeople often focus mostly on what they need to say if they want to sell. They want to focus on smarter words, fancier words, or better scripts. That’s good, that’s closing 101 and has its place. But today you will learn an advanced strategy.
With this strategy, you can sell anything to anyone anytime and it is not what you think. Today, you’re going to learn about a very unusual way of selling. If you master this technique, you will have a powerful tool to supercharge your sales and put an end to not selling.
So, are you serious about making your business better? Do you really want to leverage all of its hidden potentials? If yes, then read on, because this article will give you a powerful swiss army knife of selling on a silver platter.
If You Are Not Selling as Much As You Could – Do This
One of the most profound questions that you can ask when you want to sell anything to anyone is: What is the one dramatic demonstration that I could do to create trust and certainty in the mind of my Prospect? In other words: How could I show and not just tell?
You see, it doesn’t matter what business or industry you’re in, or what products or services that you are selling, the same saying applies: There is no business like show business. We are all in the show business in one way, shape, or form. Why? Because there’s so much noise in the marketplace. There’s so much competition today, and we all need to find a way to stand out.
Imagine if you were a magician and you perform in the street. Now here’s what most salespeople and entrepreneurs do: They go yell from the top of their lungs at anyone who passes by. They shout: Look I’m the best magician in the world. Look at me, I can do card tricks, I can do coin tricks I can do all kinds of tricks. Trust me I am the best. I can do all kinds of tricks, you will be dazzled and you will be amazed! This is precisely what most entrepreneurs and marketers do – all day long. And if you’re doing the same – that’s why your products are not selling.
This kind of promotion doesn’t cut through the noise. So what do you do instead?
What Your Clients Need To Feel To Buy From You
Following our magician metaphor, you should simply say – Hey let me show you something. – and then perform the trick. That’s called a dramatic demonstration. Dan also calls this moment the WTF effect, meaning: What the f***just happened?
So how could you use this effect in your business? Let’s go back to our vacuum cleaner example from the beginning. If you push the features and benefits you would do what everyone does. You would explain how durable the vacuum cleaner is. You would talk about how good the company is, how many vacuum cleaners you’ve sold, and so on. That’s all good and, in some cases, it works well. But would this inspire you to buy a vacuum cleaner now? – Probably not.
So here is a very powerful example of a dramatic demonstration. There once was a home-shopping show, where the pitchman was not selling like everyone else. He was selling a vacuum cleaner but through a dramatic demonstration: He used the vacuum cleaner to lift up a bowling ball through the suction alone. What would you think as a viewer when you saw this? But he didn’t stop there. He even demonstrated lifting not just one bowling ball but two at the same time. Now, that’s a powerful WTF effect.
Everyone knows that you won’t use the vacuum cleaner to lift bowling balls. But what does this provoke in your mind? How likely are you to believe that this vacuum cleaner is powerful enough to clean your house?
Why Your Dramatic Demonstration Are Not Selling Yet
We broke down the basic principle and laid out the process you want your prospect to go through. Here it is in a simple formula: If this product can do [effect of dramatic demonstration] then it can do[actual purpose of the product]
So, if your products are not selling, it’s often one of three reasons. If any of those three things are out of place, your dramatic demonstration won’t work.
1. The prospect doesn’t trust you, your brand, or your company.
If they don’t trust you, they will likely think your dramatic demonstration is a trick or a fake. They will try to find the trick and challenge you to prove your claims. Do you believe that a magician has real magic powers? Some people try to figure out every magic trick, while others just enjoy the show. Your prospects are similar to that. Some trust you and enjoy your offer, while others suspect a trick or scam and try to “expose” you.
That’s why some entrepreneurs are not selling – they often hear: I want to think about it, or send me testimonials. These objections come from a lack of trust. If you build trust, you can use a dramatic demonstration to sell. The prospect wants to check if others can prove your claim.
The prospect is thinking about where you could scam them and if your terms are in some way putting the prospect at a disadvantage. Build trust with a powerful and believable dramatic demonstration and you can solve this issue faster.
2. The prospect is not convinced of your, or your company’s/ brand’s competence.
In this case, people will likely think that your demonstration is not powerful enough. It’s not giving them the feeling that you can deliver on what you said you will. How is this different from a lack of trust? They might trust you personally that you mean well, but not the quality of your offer.
How do you behave as a customer if you doubt someone’s competence? As long as this issue stands, you will hear: Why are you so expensive?, or Your competitor is doing it cheaper. It does sound like they object to the price, right? But in reality, they only do that because they don’t believe your competence justifies the fee.
As you see, when you’re not selling, it’s not always the money itself. It’s how people experience the value of your offer.
3. The prospect doesn’t see you as special or especially gifted or talented.
Lastly, the prospect can’t discern you from your competition. They are lacking this “wow” experience. Imagine someone pitched you a “new” phone, that can use the internet, be a walkman, and a computer. You probably wouldn’t be impressed, because almost every phone can do that. When the first smartphone came out, the world was in awe. Today, every year new smartphones come out. They mostly compete on the best camera, longer battery life, and the biggest storage.
Now, how many people stand in line for the new phones of regular phone brands? Not many, correct. But you probably know a company where people camp days in front of a store to get a new phone, right? And those phones cost more than the competition and often have fewer features than the others.
What is different? It’s still a smartphone- but the user experiences it differently. The brand gives powerful demonstrations and emotional experiences during the product introduction. If you are missing this, you will often hear: Let me do some research, or I’ve seen this somewhere else before.
3 Ways To Create A Best-Selling Dramatic Demonstration
Imagine you are going to the circus and the acrobats are doing their rope-walking 30 cm over the floor. How about them having 3 safety nets and being tied to a safety rope? Would you believe they need to be competent to succeed? Would you believe they trained hard and are professionals? Probably less as if they had no safety measures, correct?
S is it that you’re not selling, or you’re only doing unsuccessful dramatic demonstrations? Remove the safety nets. That means you need to step out in the open and show what you can do with a realistic chance to fail. How can you do that?
1. Show your superiority live
You can do it over TV, lifestreams or uncut, unedited videos on any platform. Take your product and show its performance against similar solutions. Make sure it’s a fair competition but let your product dominate.
If it can’t do that, we suggest you work on your product until it does. You also can find creative uses of the product that no one ever thought about. This will look like a new feature. Want an example?
Remember the vacuum cleaner that held two bowling balls. No one ever thought about sucking up bowling balls. Other than that- it’s just a vacuum cleaner like any other. This is why some brands demonstrate new features of a new product live before their potential buyers.
Be it a new phone, a new computer using virtual reality, an indestructible car- you name it. Cars that show how much faster they are than other cars that are known to be fast. Can you set a record with our service that no one can beat? Records like the fastest acceleration, most efficient battery life, fastest solution to business problems?
2. Do something unexpected
That is another reason why that specific household helper sold so well. If you hit your prospect with something unexpected, they cannot compare you. That means you suddenly are the only fish in the ocean.
Unexpected events are the lifeblood of magic tricks, too. If you always knew what comes next, the trick would be boring. Imagine you knew 100 card tricks. How would you feel if someone starts pulling out cards to perform?
Now, how would you feel, if they show you something you never saw, the 101st card trick you don’t know. What are your emotions like then? Find ways to introduce your product in an unexpected way. Surprise your customers and start selling more.
A very simple way to do this is by showing them a routine they know and then suddenly going in a different direction. For example, a coffee brand once ran the following spot: They were showing peaceful scenery as you would expect from a car or holiday commercial. Suddenly, they jump scared the viewer by a person making faces. Then you heard: “Awake now?” ad then they showed their new coffee drink with extra caffeine.
We are not saying you need to scare your prospects but this was unexpected and related to the product as well. So make sure to tie the surprise to the use of your product or it won’t make sense.
3. Challenge the status quo
This method is hard to accomplish but very effective. Going against conventional wisdom is a challenge. So how do you go about it?Henry Ford once said: If I had asked people what they wanted, they would have said faster horses. Even though consumer input is important, the market never asks for a specific feature until it’s here.
Nobody asked for smartphones until the first one came to be. Nobody asked for planes until someone built them. Show how you can get results despite going against common knowledge. Dan once released a video where he fulfilled all three of those methods. He was on a closing call and told his cameraman, who just walked by, to record it. Dan didn’t know what objections the prospect would bring. He didn’t know the prospect and had no previous information on him.
Dan removed the safety net- he could easily have failed. But he closed the prospect in a few minutes, showing his superior skill. He also did something unexpected. Nobody would expect anyone to spontaneously release a real-life closing call. And lastly, he didn’t use the classical sales techniques that most salespeople use. He wasn’t super-enthusiastic or pushy. People say: I can do this even if I do the opposite of what all the other gurus teach.
How do you implement this now? Ask yourself this question: Can you show powerful effects in the first experience a person has with the offer? If you are a coach, can you solve a huge problem in the first hour? As a marketer can you tweak a campaign live in the first consultation and increase the ROI?
Don’t Let Selling Be A Thing Of The Past
You may have noticed that certain brands successfully sell almost everything they promote. Other brands really try but can’t get their product off the ground. Even with a dramatic demonstration, you don’t know if it will work. Except if you possess a certain special skill. Which one is that?
Imagine you only talk to prospects that are ready to buy before they get on the phone. How would that change your business? Is that even possible? Very much so and it makes Da Lok’s companies millions.
This skill is called copywriting. Dan has built his global empire on this ability alone: The ability to close in print. Copywriting is the skill that allows you to sell anything using only your written words. Good copywriters can pull best-selling dramatic demonstrations out of the proverbial hat.
Copywriters can fix your campaigns, sales pages, product descriptions, and more. A copywriter literally can make a company grow to 6/7/8 and even 9 figures single-handedly. Do you want proof? There is a famous sales letter called A Tale of Two. This sales letter promoted a daily business newspaper and over the course of 25 years made the company a Billion Dollars.
But such good copywriters are a rare commodity. Almost none of them had students or mentees. Dan’s first mentor Alan Jacques for example only had one student in his life: Dan. This is why Dan wants to keep the craft alive by teaching it in his powerful High Income Copywriter program.
If you want to learn this secret, powerful, and profitable skill, you can learn about it in this free masterclass.
If your products are not selling, copywriting could be the skill to change that forever.