Everything starts with you having a product or service that’s a dream come true for somebody. Something that’s going to make a real difference for people.
But once you have that…
The real challenge is getting the right people to know your solution is available... and convince them it works. Because people are skeptical. They want proof you’re telling the truth. And to overcome that skepticism you’ve got to demonstrate you can deliver results.
However, the problem is, you can’t get in front of every person who has the problem you solve individually saying, “Here, try this...” and they’d try it, experience dramatic transformation first-hand, and be convinced.
You can’t be with everyone individually. But you still want to create that same confirmation moment - with the help of your marketing.
For example, my friend Joe Sugarman sold hundreds of millions of dollars’ worth of BluBlocker sunglasses using just that: The confirmation moment captured on video. His whole infomercial was literally just going out on the street, letting people try on the sunglasses and record their reaction.
Everybody in the video was like, “Wow! This is amazing!” And for the person watching the ad, that reaction created the sense of, “I really need to try these and see for myself...”
Proctor and Gamble rely heavily on the confirmation moment in most of their commercials, too...
I’m sure you’ve seen the laundry ones where the person in the commercial takes the towel out of the dryer and brings it up to their nose. You can clearly see their face change expression when they sense that fresh smell… that’s the confirmation moment right there!
Or the ones where you see somebody demonstrating how Swiffer works. The confirmation moment is when they take that Swiffer, turn it upside down, and show you all of the dirt it picked up.
In all of those instances, even if you’re not physically there, you experience the confirmation moment through the demonstration captured on video. And if demonstration is then backed by a really strong science of why it works…
That’s the strongest proof you can possibly have.
And so, whenever you have a product or service that creates any kind of substantial transformation for people…something they can notice right away... perhaps going from a lot of pain to zero pain at first try… or hitting the longest drive in their life just by using your club…
… Whenever you have that, capture the demonstration on video. And then, let the power of the confirmation moment do the convincing work for you.