My best friend of 50+ years and I went to a little hole in the wall restaurant yesterday for Dim Sum. The place was packed, but there was a dedicated table upfront for a Chinese grandma to make dumplings.

I’m sure there was a room in the back, but putting grandma front and center so patrons could see her plying her trade is a stroke of marketing genius. You knew the dumplings would be excellent and authentic because you saw her making them.

Instead of just telling people about it, more folks will want to work with you whenever you demonstrate what you do. So you want to “show” instead of telling whenever possible.

You can do that in webinars by taking your audience through a case study. First, you describe the problem and then demonstrate how you solved that problem.

Let’s say I’m a financial advisor, and I’m doing a webinar about long-term care. I could just describe long-term care benefits or tell a story about a couple who didn’t think they could get long-term care because of pre-existing health conditions and then show my audience how I helped them and the results.

Understand that a case study is not the same thing as a testimonial. A testimonial is someone telling your audience how you helped them. A case study shows the audience how you helped them.

More show, less tell equals more clients.

Kick butt, make mucho DEEnero!

Dave “I Ate Way Too Many Dumplings” Dee