Elisha Otis' Product Marketing Stunt That Launched a $34.71B Company

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The year - 1854.

Elisha Otis unveiled the safety brake, stopping deadly elevator plunges.

But after two years, a mere 10 units sold.

Why such sluggish demand?

Raw terror.

Accidents spawned horrific headlines.

Passengers now saw elevators as death traps, shunning Otis’s unfamiliar safety solution.

Otis saw fear - not flaws - crippled sales.

To launch his innovation, he must dramatically confront buyers’ anxiety head-on.

Enter the legendary PT Barnum - master of emotional appeal, perfect partner to sway the fearful masses.

Their cunning plan?

A live demonstration at the Crystal Palace exhibition revealing the safety brake’s awe-inspiring power.

Otis ascended solo on a shaky elevator platform before stunned crowds.

On Barnum’s cue, his men slashed the cable...

Gasps rang out as the platform violently plunged before the automatic brake kicked in.

Otis emerged unruffled amid thunderous cheers.

“All safe, gentlemen!”

His fear-smashing tour de force fueled astronomical elevator sales, unleashing the skyscraper surge.

The Big Reveal - When confronting deep uncertainty, vividly demonstrate how your breakthrough transforms danger into safety.

Stage shocking before/afters allowing innovations to sell themselves.

Confront Resistance Roadblocks head-on, easing emotive barriers logical arguments cannot touch.

Content delivery

Demonstration.

Demonstration of your product solving your target audience’s problem.

Demonstration of your product granting your target audience’s desires.

Demonstration of your product fulfilling your target audience’s aspirations.

That’s what fuels your product sales.

And you should bake this sneaky tactic to all of your marketing content.

No marketing is better than one telling a story where your product takes your target audience from A to Z FAST.

Where your product gives the TRANSFORMATION.

Fulfill Aspirations

Beyond addressing fears, also showcase how your innovation fulfills buyers’ lifestyle aspirations tied to the problem area.

Otis granted the long-desired dream of ascendance, launching the upward thrust of the modern metropolis.

His safety brake didn’t just prevent crashes - it enabled the exhilarating new possibility of vertical living.

Shift perceptions from danger to dreams come true.

Turn terror into triumph.

Position innovations not as risky departures but as gateways to grander visions.

The results

Standing ovations, surge sales, market dominance.

Final thoughts

Don't just talk features.

Show your product conquering fear in real life.

Spotlight the wow moment things go from scary to safe.

Show how you make dreams come true.

Make the problem disappear in front of people.

Put on a show they can't take their eyes off.

This turns doubtful crowds into raving fans.

Talk soon,

Roy

Whenever you're ready, there are 3 ways I can help you:

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