The direct response and infomercial industry is a growing $150 billion market. If you watch television, you've likely been lured in by a late-night pitch for something you never wanted but now can't imagine living without.

Although several persuasive elements make infomercials effective, there's one selling secret that puts these promotional pieces in a league of their own when it comes to capturing eyeballs.

Demonstrations.

What makes demonstrations so powerful is they allow your prospects to experience your product or service before buying it.

When you watch infomercials, many times your mind will place you in the middle of the scene. You'll instinctively create a mental movie that mimics the behavior of the people you're observing. (For the reason why, see my explanation about mirror neurons: http://www.writewaysolutions.com/blog/444/how-to-write-mental-magic-that-motivates-prospects-to-take-action/.)

And, because you're carrying out the actions (in your mind) and coming to conclusions yourself, any credible claim in the infomercial becomes more believable.

When it comes to marketing your business, products are naturally easier to demonstrate than services because you can physically see them. You can demonstrate in videos, display capabilities in illustrations or simply show your product in pictures.

But don't think you're out of luck if your business is based on a service offering. You can still draw on the strength of demonstrations.

In fact, you have greater freedom because you become the artist of your prospects' mental masterpiece. Through the words you write, you can help them envision your service in action by describing desired end results.

In effect, you give your prospects a glimpse into the future.

Begin by brainstorming ways your service improves their lives. And, keep in mind, prospects never want a product or service -- they only desire the benefits it provides.

One of the most persuasive terms you can use in copywriting is "imagine." Readers automatically visualize whatever words you place after this almost magical command statement.

For example, let's say you're a lawyer and you target drivers who recently received a traffic ticket. Here's an "imagine" statement that incorporates end results:

Imagine how you'd feel if your ticket was dismissed without having a permanent conviction on your driving record, getting points on your license or increasing your insurance rates ... and you could experience these benefits without stepping foot step inside a courtroom or even a lawyer's office.

If you just received a ticket, isn't that the outcome you'd desire?

Although there's no actual mention of providing legal help, the statement demonstrates your capabilities while also allowing prospects to experience your service before buying it.

Please feel free to share this e-mail with the people in your network.

Sincerely,

Tom Trush

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