Even a Written Picture is Worth a Thousand Words
“Show me, don’t tell me.”
Those were the words a younger, deflated Tom Nixon read written in red atop his recently submitted creative writing assignment.
The admonishment, coming from my sixth-grade teacher, would be a recurring theme in my life.
“Show me, don’t tell me.”
I saw the words again in high school, upon return of my argumentative writing assignment. Again in college, scribbled in blue across the top of the cover page to my recently submitted screenplay.
“Show me, don’t tell me.”
Don’t TELL me the character was angry. SHOW me.
Don’t TELL me why I should be persuaded by your argument. SHOW me.
Don’t TELL me that everyone was sad about the tragic event. SHOW me.
Don’t TELL me the the story had a happy ending. SHOW me.
How did the character react? What actions did she take that demonstrate the emotion you’re describing? What does the character say or do to convince the reader and make him or her truly authentically relate to the emotion you’re trying to describe?
“Show me, don’t tell me.”
What this Means for Your Marketing Copy
Don’t use marketing language to tell me your product is “best-in-class.” Show me.
Don’t tell me how customer satisfaction is your highest priority. Show me.
Don’t tell me how your product changes lives, solves problems, or achieves professional or personal aspirations.
Show me.
What I learned in sixth grade holds true today. If you’re using your marketing content and messaging to TELL people why they should engage with you, nobody will relate. But if you SHOW them—through storytelling, testimonial, metaphorical allusions, emotional connection—your story will resonate. And be remembered.
Remember, people might forget what you say, but they will remember how you make them feel.