The Lesson

When you're communicating your product or service attributes, it's imperative that you SHOW instead of TELL. 📸

I was reminded of the power of visuals last week, in Tasmania. Alyson and I have always wanted to go, and since I was giving a presentation in Sydney anyway, we made a detour to "under down under" for a few days. 

One of the stars of Tasmania is their wine scene. 

When you belly up for a tasting, every winery on the planet talks about their unique soil. The "terroir" as it's known by the cool kids.

But at Pooley Winery, they SHOW this story, instead of just telling it. 

On the wall, they have three-foot long samples of actual soil from their distinct vineyards.

The color and composition of these samples are very different, especially looking at them up close. 

It's striking, and obvious, and understandable in an instant.

Think about your own business. What do you constantly explain using words that you could better explain visually? 

The secondary benefit of this approach is that good visuals get shared in social media in a way that good words do not. 

That maxim was reinforced for me a few days prior, on stage in Michigan, when the most-shared image of my presentation was me holding a giant birthday card, given to me by my financial planner, John Hurlow.

Here's an idea for you, especially if you have a business with an actual storefront:

Ask five friendly customers to spend a few minutes in your place and take five photos of what they notice the most.

Give them each a small gift card for their help. 

You need to know how the cell phone camera sees and perceives your operation, and what visuals stand out to your crowd.

How have you focused on visuals in your business? Just hit reply and let me know. Best one wins tequila! 

Speaking of standing out, so many of you had GREAT tales (mostly of woe) about last week's topic: channel-shifting. Big thanks to Jennifer, BilFish, Lukas, Michal, Dave, Christine, and a ton more for their ideas. 

The winner is Christian Guenther who put the principle into practice IMMEDIATELY, and closed a sale based on the advice in The Baer Facts. Congrats! Christian gets a bottle of tequila from my stash.

(Speaking of which, my tequila reviews Instagram account is going viral!)

The Books Report

Anyone even indirectly involved in sales needs to read this new book from Mathew Dixon and Ted McKenna.

The JOLT Effect showcases the power of coming right out and addressing the fears of the prospective customer, instead of dancing around them. 

Based on a huge research study that proves the thesis, it's a whole new way to use radical candor to generate revenue. 

Jay's Faves

This is going to sound ridiculous, but I am DIGGING these no-tie shoelaces! I got turned on to these by my buddy Wade.

They turn any shoes into slip on shoes. Easy, convenient, comfy. I'm installing them on every pair in which I don't actually exert myself. 

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