My wife bought a new Dyson vacuum to replace our 10-year old Hoover which was no longer cutting it.

Dyson’s strategy: Make the product look cool (so it doesn’t “domesticate”) and show all of the dirt the vacuum cleans up. The result: You feel cool vacuuming and you see it working right before your eyes.

I couldn’t help but make the correlation with selling services, whether it’s consulting, branding or web design. Show the prospect your super-cool process (Dyson’s cool design, the engineering). Then show them as much visually as possible (Dyson’s see through “results chamber,” where the dirt goes).

Too often (maybe I’m just speaking for Merge) we are selling concepts and what could be, but we try to paint the picture using words. Instead, use as many images as possible so the prospect can see the vision instead of trying to “get” the vision.

PS, by the way, I’m still learning. I realized after I wrote this blog, that maybe I should show a Dyson? Brother. By the way, my wife recommends Dyson.