You are paging through a new cookbook, trying to get ideas for an upcoming important meal. Which recipes do you tend to explore – those that are simply text descriptions or those that also include a photo of the finished dish?
Cookbook publishers know that most readers prefer cookbooks with photos of the finished product. The pictures help readers gain a rapid understanding of what the completed recipe should look like – if it looks appetizing, it has a higher likelihood of being pursued.
The Great Demo! concept of Illustrations works the same way: the prospect is presented with an image of what the final deliverable looks like, right at the beginning of the demo. If the end deliverable looks interesting, the prospect will be more likely to pursue exploring the offering further.
This suggests that we should work to make our Illustrations and end deliverables appear to be as appetizing as possible!