SHOW AND SELL....

Nothing beats a hands-on demo. After all, seeing is believing.

That's why I believe in "Show and Sell" in advertising. Whenever a product's benefit is visual, I like to show it.

One client's adhesive was extremely strong and flexible. So we showed a body builder twisting a glued item. The photo stopped you. The copy sold you.

Sometimes one picture can't tell the story.

One client needed to show how his "silent jackhammer" chemical cracked concrete in 3 steps. So I used 3 numbered photos with captions. The photo stopped you. The copy sold you.

Sometimes you need motion you can't get in a print ad.

To demonstrate one client's handtools, we created a miniwebsite with animation on the landing page demonstrating the tool at work. The photo stopped you. The copy sold you.

But sometimes you can see the benefit directly. So you need to think creatively.

For example, when a client's product tripled productivity. You could see that in a product photo. So I showed a man with 6 arms. Again, you guessed it, the photo stopped you. The copy sold you.

Let me help you visualize the benefits of your product or service.

- Phil Sasso