A craft demonstration has the potential to inspire and teach. Which of these it does depends on where, when and how the demonstration is given and used. Let me explain.

As a teacher I know the power of the Show and Tell. If you see a craft demonstration at a fair or Expo, it is done for a number reasons, based mainly on the advertising mantra A.I.D.A.

• Attract Attention.
• Create Interest.
• Encourage Desire.
• Call to Action.

If the Craft Expert knows their stuff then this mix of prompts such as "camera, lights, action" will inspire them to do the job. They are there to show you their products, to explain and demonstrate how to use them and to create a belief that you could too.

Ultimately, they want to make their craft demonstration as engaging as possible so that you build a relationship with them.

We know that in normal social circumstances that relationships can take an age to develop that all-important trust.

In the Expo or craft fair, time is short and the demonstrator has to get their audience to believe in them and trust them enough to part with their money

Buying is not generally a mental process but an emotional one. Many a demonstrator would not necessarily have studied the Psychology of Selling. They do not need to learn that they should go though certain steps - in order - to encourage this trusting relationship. They do so naturally, as part of their passion to hare a skill or a product.

I used to go round my area giving craft talks. People called me a natural. How I presented or demonstrated was not something I thought about much. It just happened. I always tried to make those in front of me interested in what I was doing and to encourage the larger audience to feel part of the show. The enthusiasm of the audience meant that they left entertained and often with one of my craft kits.

To inspire someone enough to have him or her feel they can too means that the Demonstrator has done a good job.

Put the craft demonstration into another realm through the craft video and the teaching can continue for as long and as often as necessary.

A craft video should see the Demonstrator in top form. If they are a natural teacher then they should be including the basics. It is the best you can get of a demonstrator - or it should be.

The craft video has the potential to capture all the skills of a Demonstrator and make it available to you anytime you choose.