DEMONSTRATE

11. Demonstrate

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• Seeing will always be believing.
• That’s why the ‘demo’ has been a staple of advertising since its early days.
• But if you think a ‘demo’ stops at scientists in lab coats, liquids in beakers and graphics of molecules, think again.
• Showing how a product works is just one kind of ‘demo’ and there are many more options for you to choose from.
• You can demonstrate, for example, the consequences of not using the product.
• You can demonstrate how to live the lifestyle associated with the product.
• You can demonstrate a side effect of using the product.
• You can even demonstrate how to use a complementary product.
• And the tone of your demo doesn’t have to be serious either. It can be fun. It can be satirical. It can even be interactive.
• But it’s good to structure it so it ends with a satisfying “Aha!”.

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