Have you ever wondered why it's so very difficult to get clients to absorb what you tell them? I'll tell you why. You're not demonstrating your product or service using a simple ‘water test' technique. The ‘water test' technique is not only simple, but it's very actionable, thereby instantly increasing consumption of a product or service.
So what is the ‘water test concept' and why does it work so well to create a factor of safety?
The Water Test can be found on www.rouxbe.com
So why is the ‘water test' so critical when you're selling products or services?
The beauty of the ‘water test' is that it's a very tiny component of the entire gamut of cooking. And yet, it gives you a very precise insight into how to detect the right temperature, without doing something foolish like touching the pan; or simply throwing the chicken into the pan, only to have it stick.
The beauty of this video, is that it has three precise components:
1) It's easy to consume: It's just a tiny, tiny component.
2) Yet it makes you an expert in seconds. That gives you a lot of ‘knowledge.' And knowledge is power.
3) It strictly follows the wrong-right method.
No 1: Easy to consume.
They could have confused this video with loads of tips and tricks. But no, it's simple. And that's what makes it incredibly memorable. You'll remember that video even if you see it just once. And yet you look around you and products and services are so idiotically loaded with information. Look at most presentations today, and you find the same overload.
So lesson 1: Make it easy to consume. Introduce just a tiny concept of your product or service to clients.
No 2: Transfer of power:
Because the instructions are so precise, you become a genius in under two minutes. No matter what product or service you sell, it's possible to make the client an instant genius. And you do this by highlighting something important that can be achieved in a matter of minutes. The smarter your client gets, the more he feels compelled to come back to get a little more of that power. So you've created a very hungry client, and more importantly a client that feels that they've understood and cam implement the concept. And that's good.
Most people overload clients with instructions, and make them feel like idiots. How can that be good for you or your client? All you have is a confused client.
So lesson 2: Give the client power. It makes them feel good. And smart. And keeps them coming back for more.
No 3: The right-wrong method.
This is so critical, I can't begin to underline the importance. If you're going to demonstrate a product or service, show your clients the wrong method first. Yes, wrong method. Then show them the right method. And keep updating the wrong method as Rouxbe.com does in the video.
Notice how in the video, all is starting to go well, and then the pan overheats. This video uses the wrong-right method time and time again. The goal is to make sure you understand what's wrong (because that's how we learn) and not assume you already know.
So lesson 3: You may the impressario of your product or service. To clients your product or service is like a boomin' minefield. They don't feel safe at all. When you show them the ways they can go wrong and how to fix the problem, they love you for it.
Don't just show the right way. Show the wrong way too. Then the right. Always before and after, if you really want the client to consume.
1) Take a tiny bit of your product/service. Make it easy to consume.
2) Make your client the expert. They'll love you for it.
3) Follow the wrong-right method. People learn and remember a whole lot better when you use this method.
This article is just part of a detailed series of articles on the topic of consumption.
This week in 5000bc.com we'll have other detailed analyses of consumption and why it matters. 5000bc has hundreds of detailed articles, critiques and other stuff you just won't find elsewhere.
The detailed analysis on this topic can be found at 5000bc (Members Login Here)
– Creating Safety: How It Increases Consumption and Sales
– Creating Safety: The Psychology of the Safe Zone
– Creating Safety: On A Download Page
– Creating Safety: How To Give Fool-Proof Instructions To Clients
– Creating Safety Prior To A Presentation or Workshop
To find out more, go to www.psychotactics.com/5000bc
David Barnes says
I blogged this and mentioned how it reminded me of a quote I heard years ago: “don’t bore me with solutions, bring up the problem”.
Decided to track down that quote so I could link to it.
Guess the author — and the principle has stayed with me the past 6 years.
Sean D'Souza says
Yup, about six years ago would be right. 🙂 And problems still work better than solutions. And it will be that way for as long as any living creature roams the earth.