Forget “show, don’t tell”

The best advice is applicable across disciplines. 

 

Take “Show, don’t tell.” 

 

Show, dont tell, when describing a scene in writing. Don’t tell people what kind of person you are, show them. You might believe someone if they say they’re a kind, open, accepting person, but you’d need proof if you’re going to bet on that statement. 

 

“Show, don’t tell” doesn’t fit everywhere as neatly as I would hope, however. Not when you want to offer a solution to someone’s problem (and online, or over the phone at that!). People are impatient. Their gaze wanders on a page. Showing often takes more of their time than telling.

 

So, to make a small correction to that advice when it comes to marketing:

 

Tell, then show.

Show to answer the questions that come up in someone’s mind when you tell. Here’s an example:

“Tell” to summarize what you offer

 

Give your audience the equivalent of an elevator pitch by telling them what you offer.

 

Your “tells” are often: 

• The headings and subheadings on your pages.
• The captions of your social media promos.
• Your opening line during a call.

 

“Show” to provide proof

 

Show your campaign or product in action.

 

A testimonial or a case study is a way of showing. It comes across as an unbiased perspective on whatever it is you are offering.

 

A demo video of your product is great in that it is also visually appealing. This could also be a video of beneficiaries from your campaign.

 

For a political campaign, you might list out a candidate’s past achievements, and beneficiaries of laws that have been passed.

 

It’s important that your “tells” and your “shows” match up—if your “tell” about how a nonprofit’s past initiative helped people get vaccinated, show with a testimonial of a beneficiary from that effort.

 

See you next time,

Mukundan