How to Write Great product Demonstrations or Training Scripts
People won’t buy your products or services if they can’t figure out how to use them. Therefore, it is imperative that you find ways to help your customers understand how to get the most of your products or services. Depending on your product or service, two vital tools for promotions and sales are product demonstrations and training sessions.
Think of how many Ginsu knives, cookware sets, and mops have been sold, just because the audience members saw how to use the products. The speculate why home shopping networks are so prosperous is because the hosts demonstrate the products and show their enthusiasm for them. People don’t like to admit what they don’t know, but if you show them without insulting them, they will buy and use your product or service.
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The first thing to rule is, “Do you need actual training or a demonstration?” A demonstration shows the audience how to use a product, while a hands-on-training session, gives the buyer an opening to tryout the product or service. Training sessions are more approved for big ticket complex items while simpler products only need demonstrations.
Next, rule the most foremost features of your product or aid that you want to demonstrate. How does it heighten lives and solve problems? Often your sales People will know what features sell the best. Or you may find the features that when shown, turn customers’ objections to the product or service. For example, a broadband Internet aid provider discovered that when their customers saw the value n high speed services, such as music downloading, photo sharing and chat, they were more likely to upgrade to high speed services.
Then you need to rule what style the demonstration will take. Will it be light or serious? How can you bring creative elements into the demonstration? What will best expound the emotional “wow” sensation of the product or service? What style best works for your demographic?
You also have to form a framework of analogies to work from for your demographic. For years, I taught senior citizens how to use computers. No one wanted to teach them. The training was based on framework they understood. I had to expound how the typewriter evolved into word-processing. Then, expound how word-processing transformed into desktop publishing. I also gave a history of the personal computer and the Internet because this demographic was not following the amelioration of computers at the time. When I wrote a script about Hdtv, I needed to show the aspect ratio variation in the middle of Hdtv and a approved Tv, the Hdtv wide screen was related to the wide screen in movie theatres and panoramic views.
Another helpful gadget to use within in your product demonstration or training is “Good Cop/Bad Cop,” one demonstrator is the “nay-sayer” who gets won over by the good guy. Remember that in all good teaching uses the “rule of three.” A learner or viewer needs to see and hear a opinion three times before it is learned and mastered. The teacher/demonstrator has to find ways to repeat the opinion without being condescending or boring.
The demonstration/training will be more effective if it is entertaining. This is where you can have fun with the product or service. Techniques such as parody, dramatization, music, and viewing from the inside out will add depth to the presentation. I once had an editor tell me, “After you do all your research, the story writes itself.” This axiom is often true for demonstrations. After I figure out the objective, interview the sales and product manages, use the product or service, explore the demographic and understand the true meaning of the service/product, I can hear the script come to life. The more questions I ask, the best the script becomes.
Product and aid demonstrations/training are vital tools to get and support customers. They are very cost effective and bring your product or aid to life enriching the lives of your customers. Human beings have for centuries learned by telling each other stories colse to the fire. Bring that fire to your customers and you’ll contact blazing sales.
How to Write Great product Demonstrations or Training Scripts
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