Legendary pitchman, the late, Billy Mays was famous for two things...
#1. His blue shirt
#2. His loud boardwalk bark
Despite his loud delivery, Mays understood something important in sales...
Better to show than to tell.
But how do you demonstrate winning a case in court or navigating the IRS rules to save a client a few bags of cash?
How do you demonstrate a service that must be purchased and applied to be "seen?"
I've only ever found one way that works...
You publish.
A book, a newsletter, a speech, doesn't much matter the format.
Publishing is the only way to demonstrate to a buyer of a high-ticket service, what it is that they're about to buy. 'Cause the service is, in the end, a product of your mind.
Now, you certainly can sell without demonstration, but it's a hard row to hoe.
