What’s the best way to sell a product?
I was lucky enough to be able to ask that question directly to Gary Bencivenga, the grandmaster of direct mail copywriting.
His answer kind of shocked me.
Given that he’s a writer, I was expecting him to rhapsodize about the supreme power of words.
Instead he said this…
“If you can clearly DEMONSTRATE the virtues of your product, that is the single most powerful thing you can ever do to sell it.”
The complete interview I did with Gary, the only one he’s ever granted that was recorded, is available to all members of the System Club – and only members of the System Club.
The ad below popped up at the beginning of a YouTube video I wanted to watch.
I almost turned it off, but I’m very glad I didn’t.
This video is a picture perfect example of how to sell a product with demonstration.
Note: I don’t know a thing about this company. I have no idea if their claims are true. As always “buyer beware.”
What I do know for sure is that whoever conceived of this approach to selling mattresses is a serious marketing heavyweight.
A few years ago, I did an interview two geniuses of product demonstration: the marketers of the legendary Ginsu Knife.
Surprisingly, only the System Club and Harvard Business School ever knocked on their door to learn the details behind one of the most successful direct marketing campaigns of all time.
Unfortunately, Barry Becher is no longer with us so those who snoozed on the opportunity of picking his fertile brain missed out forever.
If you’re interested in this rare interview, drop me a line and I’ll arrange for you to get access.
It’s in the System Club archive and normally not available to the world at large, but if you’re smart enough to be interested in this topic, I’m happy to share it with you.
We need more smart marketers who THINK vs. marketing lemmings who follow fads and underestimate the power of the fundamentals.
– Ken McCarthy
P.S. This interview and over 100 more like it can be found in the archive of the Members-Only System Club. Frankly I’m surprised a serious marketer like you hasn’t joined yet.