Online Video: The Art of the Demo – Part I

While the landscape of media may be shifting from television to digital and social, there is one thing that will never change: the demonstration. The demo has been one of the most valuable tools for storytelling and advertising for over 100 years. After all, any good advertiser knows that the number one rule is: show, don’t tell.

Seeing the Demo is Believing

This old adage is still very present in modern day advertising – no matter which platform it’s on. Any salesperson can strike up a reason as to why product A is better than product B, but that’s not believable. More so, if something isn’t believable (or true), then it’s not going to be purchased.

The demonstration clearly cultivates that aha-moment, the time when a spectator picks up the phone, a scroll turns into a click, or a viewer turns into a customer. Potential customers don’t want to be told why something works, they want to see it for themselves. Customers want to be able to make the decision themselves – not be told what to do. Let the product benefits do the talking through a clear demonstration.