How to Make Your Products Sell Themselves

Look, nobody believes you.

I know, I know. I’m not saying it’s fair. But as a friend, I’m telling you the truth.

It’s not good enough to tell people your product or service works.

You have to show them. Because everyone is always silently asking themselves, “But does it actually work?”

So, how do you do that? How do you show them that it actually works?

Create a demonstrative test that displays the effectiveness of what you’re selling.

Now, that’s easier said than done. I realize that, and I’d like to help you where I can.

Here are the three things your demonstrative test should include.

1. It should be clear. It doesn’t matter if your test demo is simple or elaborate. Just as long as it’s clear. What one quality or benefit will you demonstrate with this test? (Bonus points if you create a test clear enough that others can do it for themselves.)

2. It should be verifiable. You don’t get to make up your own facts. If you’re making a claim, what proof will you offer to support that claim? What confirmable result will you offer?

3. It should be repeatable. Even an amateur golfer can get lucky and hit a hole-in-one. But a single hole-in-one does not a pro golfer make you. Professionals can repeat their successes. And you’re a professional, right? So whatever test you come up with, it has to work every time the test is done.

Creating an effective demonstrative test takes time and trial and error. But once you make a clear, verifiable, and repeatable test, your customers will instantly know that what you’re offering them actually works.

Now you’ve got a product that’ll sell itself.

– Zac Smith, VC