Apple makes products that are so cool, a product demo alone is enough to make the sale. But that doesn't mean Apple isn't “selling”. It's just that they've compressed the old AIDA formula into a one-step sale (on a surface level, anyway). Here's what I mean… let's break down Apple's typical product demo using AIDA as the framework. Steve Jobs steps onto the stage and begins talking…
We know he's going to say something interesting, because he always does.
Ah, he's talking about Apple TV. He's hinting they've done something new. He's actually talking about the shortcomings of Apple TV! Now I'm interested for sure…
He shows the super tiny NEW version. He demos the cool new features. I'm beginning to salivate. The he drops the bomb… the unbelievable low price.
Steve mentions the date it's available. Everyone listening is ready to buy now. Anticipation is near frenzy level.
Andy Jenkins has duplicated this process fairly well with his launch of Kajabi, the integrated marketing platform. It's been kind of amusing to see how people are actually angry they can't give Andy their money yet (maybe by the time you read this they will have opened the doors).
Good exercise: think about how you can duplicate Apple's process in your own business.