Would you ever buy one of these miracle products? If you did decide to dip into one of these beautiful elixirs, how would you choose? With all the big promises, all the tantalizing tinctures and all the different vendors out there ready to deliver eternal youth, how could you sort through all the options and finally click “buy”?
Stop saying to yourself, “I’d never buy that stuff,” and humor me for a moment. If you had to choose one of those wrinkle-reducers, how would you make your selection? What information would you look for to determine which worked the best? Would it be the shape and color of the bottle or tube? Would it be the spokesperson who was applying it and telling you it was the best? Would it be the price?
这些都是很好的考虑,但1 criterion you would likely hone in on is the result. Can the company show you — with real evidence — that using its product will actually result in smoother skin? How does the advertiser show that evidence? With the good ol’ “before and after” photos. What did Jane’s face look like before she slapped on the celestial cream, and what does Jane’s face look like now?
“Before and After” Training
Shouldn’t we look for the clear, tangible and observable evidence that training improvedsomethingfor participants? Shouldn’t we look beyond the pretty packaging and spokespeople and go right to the hard data that matters — the before and after snapshots?
不要误会我的意思；我并不是说培训与面霜属于同一类别。我amsaying that we can learn something from the 3 a.m. marketers, who at least know that our skeptical brains want to see hard evidence that something will work before we buy it.
A Little Improvement
These advertisers have figured out that the most important thing for us as buyers is to see with our own eyes, and the very least we need to make us satisfied customers is a little改进.
我magine if all the training vendors out there took a page from this playbook and measured their products or services with the same “before and after” evidence of improvement. Imagine that they did it comprehensibly and credibly. Imagine how quickly we’d be able to discern the good training from the bad training.
When it comes to sorting through all our training options, the vendors that should win every time are the ones that measure and show their clients and customers that training really能够做出改变。就像面霜一样，最吸引我们的是那些比较和对比“之前”和“之后”的面霜，那些可以使我们振兴，使我们的表现顺利并使我们看起来更好。