How to Win Friends and Influence People: Chapter 20

Dramatic demonstrations work extremely well to convey

an idea and to shape public opinion. Words are great,

video is fascinating,  but a dramatic demonstration is unbeatable. People believe it when they see it. If they don't see it for themselves,  there's always going to be some level of doubt.

Videos can be manipulated too, so we don't trust them as much.

But our own eyes? Only a fool would disbelieve their own eyes.

Carnegie says,

"Merely stating a truth is not enough. The truth has to be made vivid, interesting and dramatic. Dramatic demonstrations convey facts more vividly, more interestingly, and more impressively than pages of figures and mere talk could ever do. You have to use showmanship. The movies do it. TV does it. And you will have to do it if you want attention. "

Use comparative demonstrations to show how your product performs better than the competition's product. Use before and after demonstrations to show the results your clients may expect after working with you. Use testimonials to show that you're not making things up - real people have gotten these results from you.

If you want attention,  dramatize your ideas.

Stand out. Be different. Be memorable.