"You can't tell people how cool you are. You can only show them."

That's why it's much better when someone else can tell about your product (or even you). A third party. And the funny thing is that it may even be an interested third party.

Here's what Chaldini has to say about it:

"When observing the behavior of another person, we tend to to underestimate the role of situational factors (e.g., money) that are involved in in shaping their behavior."

D - Demonstration.

Just 1 right demonstration can relieve the masses of people even the most intense fears.

Example #1. Washing powder.

A childhood memory:

When we visited large hypermarkets, they often tastings and product demonstrations. For example, to demonstrate of laundry detergent, they used 2 glasses, 2 pieces of cloth and dirt.

Example #2. Brakes for elevators.

The first elevators came along with the first accidents. The elevators were falling and breaking. As a result, people began to be afraid of elevators. Just imagine, the product is associated with death. Is it possible to convince such people to use elevators?

Just look around and the answer is obvious - YES.

For this, we have Elisha Otis to thank.

He created reliable brakes for the elevator and staged a simply a crazy demonstration that overnight convinced people that elevators were safe. of elevators.

What did he do?

I reached an agreement with the owners of the shopping center. I installed my own brakes on the elevator. I took it up to the 4th floor. I loaded it with barrels and other heavy and other heavy objects. I climbed to the roof and gave the command to cut the cable. But the elevator didn't even move out of the way.

Example #3. Tony Robbins.

He uses the demonstration as part of his training. И it turns out that thousands of people tell everyone around them about this demonstration. Because they perceive this demonstration as a feat, as an achievement, as a a victory.