A couple of hours ago I was indulging in my tech fetish on YouChoob.
Watching Microsoft’s presentations on it’s new Surface products as I felt my geek boner grow three sizes at the new tech offerings.
Now, if there’s one thing Microsoft does RIGHT, it’s “back dooring” their features in their ads.
When Microsoft shows off it’s products in their ads they don’t use that many words.
In fact, in most videos there’s hardly any speech or any “text” selling the device to you.
Instead they just show someone using the device in an blatantly unrealistic environment you can’t achieve unless you actually lived in a high production ad.
Yet the idea behind the product is easy for the viewer to digest.
One key example is where they show off the surface pen for artists. Instead of saying “here you can tilt the pen to widen then ink on screen”, they just showed the pen tilting on the screen and the ink reacting to that action.
Most people would have missed that detail completely.
But artists like me? We got raging boners and almost punched through our screens in excitement.
This method of selling is based on an important concept we are taught in story telling called:
Show don’t tell.
If you actually have to explain something to someone then you’re doing something as I like to put it.
Now one of the most engaging examples of “show don’t tell” is in the VSLs and sales letters where the core features are back doored into your head through the story. Sometimes there are hardly any bullets at all.
You won’t even notice the features and benefits being jack hammered into your brain with a because you’re too busy enjoying the story.
Amazing isn’t it?
Not to say you SHOULDN’T give the features of your products using other means… but I’m just saying… if you have the chance to give the features of your product in a story, go for it.
You’ll be surprised how much powah you can squeeze into your pitch if you do so.
That being said, if you want me to use that kind of storytelling powah in YOUR copy, then go apply here and I’ll get back to you ASAP.
Till the next wave of madness… Vae Victis…
“On with the show”