Show Don’t Tell in Marketing

Show don’t tell is a writing technique often used in fiction and creative nonfiction to make a story more engaging and immersive for the reader.

Instead of directly telling the reader about a character’s emotions, personality traits, or the setting, the writer shows these aspects through vivid descriptions, actions, dialogue, and sensory details. This approach allows the reader to infer meaning and form their own interpretations which potentially creates a more emotionally resonant and memorable experience.

For example, instead of telling the reader that a character is sad, a writer using the show don’t tell method might describe the character’s body language, facial expressions, or actions that convey the feeling of sadness. This helps the reader to better visualize the scene and connect with the character’s emotions on a deeper level.

Is Show Don’t Tell Used in Marketing?

Yes, it is used in marketing as well and it’s quite a powerful tool. In the context of marketing, show don’t tell involves presenting the benefits and features of a product or service in a way that allows customers to visualize and experience those benefits for themselves, rather than just being told about them.

This can be achieved through storytelling, imagery, testimonials, demonstrations, and other forms of content that appeal to emotions and sensory experiences.

Some ways that show don’t tell can be applied in marketing include:

• Product demonstrations: Instead of just listing features, marketers can show potential customers how the product works and how it can solve their problems or meet their needs.
• Customer stories and testimonials: Sharing real-life experiences of satisfied customers can be a powerful way to show the benefits of a product or service.
• Visual content: Using images, videos, and infographics help convey information more effectively and emotionally than text alone.
• Emotional storytelling: By weaving stories around the product or service, marketers create an emotional connection with potential customers, making them more likely to remember and choose the product.
• Focusing on benefits: Instead of simply listing features, marketers should explain how those features translate into tangible benefits for the customers, helping them envision the positive impact the product or service will have on their lives.

By using the show don’t tell approach in marketing, companies can create more engaging and persuasive content that resonates with their target audience and ultimately leads to higher conversion rates and customer satisfaction.

What’s an Example of in Marketing?

Here we’ve made up an example for a completely fictious company we’ve called Hydr-O-asis who have a new product coming online called the AquaFlow Personal Water Filter:

Background: Hydr-O-asis is a company specializing in outdoor and adventure gear, with a focus on eco-friendly and sustainable products. Their newest product, AquaFlow, is a portable water filter designed for hikers, campers, and travellers. The AquaFlow filter is lightweight, easy to use and effective at removing contaminants from water sources found in the wilderness.

Objective: To showcase the benefits of the AquaFlow Personal Water Filter and increase sales among outdoor enthusiasts.

Marketing Solution: “Journey to the Mountain’s Peak”

To demonstrate the effectiveness of the AquaFlow Personal Water Filter, Hydr-O-asis craft a compelling narrative around a hiker named Emily, who embarks on a challenging solo journey to summit a remote mountain peak.

Throughout the story, Emily faces various obstacles, such as unpredictable weather, treacherous terrain, and limited access to clean water sources. The AquaFlow Personal Water Filter becomes her trusted companion, providing her with clean and safe drinking water at every stage of her journey.

The narrative unfolds through a series of blog posts, videos, and social media updates that document Emily’s experiences, using vivid descriptions, stunning visuals, and authentic emotions to draw the audience in. Key moments include:

1. Emily coming across a pristine mountain stream, capturing the beauty of the scene while demonstrating how the AquaFlow filter allows her to safely drink from it.
2. An encounter with fellow hikers who fall ill due to contaminated water, highlighting the risks associated with untreated water sources and emphasising AquaFlow’s ability to protect users from such hazards.
3. A close call where Emily nearly runs out of water during a particularly strenuous section of the hike but is saved by the AquaFlow filter when she discovers a small, muddy puddle – not an ideal water source, but the filter makes it safe to drink and helps her stay hydrated and continue her journey.
4. Emily reaching the mountain summit, standing triumphantly with the AquaFlow filter in hand, showcasing how the product has been instrumental in her success and the fulfilment of her dream.

Throughout the campaign, the show don’t tell approach allows the audience to experience the journey alongside Emily and see the AquaFlow Personal Water Filter in action. They witness the real-life benefits and effectiveness of the product, rather than simply being told about them.

Results: The “Journey to the Mountain’s Peak” campaign resonates with the target audience, leading to increased engagement on social media, a surge in website traffic, and a significant boost in sales.

Conclusion: The show don’t tell approach is instrumental in the success of the AquaFlow Personal Water Filter campaign. By crafting a compelling narrative around a relatable character and showcasing the product’s benefits in real-world scenarios, Hydr-O-asis are able to create a lasting impression on their target audience and drive sales of the AquaFlow filter.

Real World Examples

Many famous companies have used the “show, don’t tell” approach in their advertising campaigns to create memorable and persuasive ads. Here are a few real-life examples:

1. Apple – “1984” Super Bowl commercial: Apple’s iconic commercial for the launch of the first Macintosh computer is a prime example of showing rather than telling. The ad features a dystopian world controlled by an Orwellian figure and a woman who disrupts the status quo by smashing a giant screen with a sledgehammer. The commercial did not explicitly mention product features but showed a powerful visual metaphor for the Macintosh’s ability to break free from conformity and empower individuals.
2. Nike – “Just Do It” campaign: This is a masterclass in showing rather than telling. The ads often feature athletes, both professional and amateur, engaged in physical activity, pushing themselves to the limit, and overcoming challenges. By showcasing the perseverance and determination of these athletes, Nike’s ads evoke emotions and inspire viewers to push themselves as well, associating the brand with the idea of achievement.
3. Dove – “Real Beauty” campaign: Dove’s “Real Beauty” campaign features women of different ages, sizes, and ethnicities, challenging the traditional beauty standards perpetuated by the media. Instead of telling viewers that their products are for “real women,” Dove shows a diverse range of women embracing their natural beauty, which resonates with viewers and effectively communicates the brand’s message of body positivity and self-acceptance.
4. Volkswagen – “Think Small” campaign: In the 1960s, Volkswagen’s “Think Small” campaign for the Beetle challenged the American mindset that bigger was always better. The ads featured the small, unassuming Beetle in a large whitespace, emphasizing its simplicity and compact size. Instead of directly listing the car’s features, the ads used clever copywriting and visuals to show how the Beetle’s modest size and design made it fuel-efficient, easy to park, and affordable. The campaign successfully shifted consumer perceptions and made the Volkswagen Beetle a symbol of practicality and reliability.

These examples demonstrate how the show don’t tell approach in advertising can create memorable and impactful campaigns that resonate with viewers and effectively communicate a brand’s values and product benefits.

The important thing to note is that you don’t need to produce a flash advertising video. You can introduce the concept of show don’t tell into various aspects of your marketing. Storytelling in blog posts, for example, is a great way to get a point across. Testimonials are brilliant show don’t tell marketing tools. When you think about it, there are plenty of different ways to introduce this kind of approach. Just keep it at the back of your mind when you are creating content.

Is There a Golden Rule of Show Don’t Tell?

While there isn’t a specific golden rule of show, don’t tell, the underlying principle is to convey information through vivid descriptions, sensory details, actions, and dialogue, rather than simply stating it outright. This allows readers or viewers to form their own interpretations and connect with the content on a deeper emotional level.

Here are a few guidelines to help you effectively implement the show, don’t tell technique:

1. Use strong, specific verbs: Choose active, descriptive verbs that clearly illustrate what is happening in the scene, rather than relying on generic or passive verbs.
2. Appeal to the senses: Include sensory details that allow the reader or viewer to experience the scene as if they were there. Describe what the characters see, hear, smell, taste, and feel.
3. Focus on actions and reactions: Show characters’ emotions and personality traits through their actions, reactions, and body language, rather than simply stating how they feel or who they are.
4. Utilize dialogue: Dialogue can reveal character traits, emotions, relationships, and information about the story’s setting or context. Use natural, authentic dialogue to convey information and build character depth.
5. Be specific and concrete: Use specific, concrete details to create vivid images in the reader’s or viewer’s mind. Avoid vague, abstract descriptions that may be open to multiple interpretations.
6. Trust your audience: Allow your audience to infer meaning and draw their own conclusions from the information you present. Trust them to understand the emotions, motivations, and implications of the actions and descriptions you provide.

Are There Times When You Should Tell and Not Show?

While the “show, don’t tell” technique is often effective in creating engaging and persuasive content, there are instances where telling might be more appropriate or efficient in a marketing context. Here are some situations where telling could be beneficial in marketing:

1. When providing essential product information: While showing the benefits of a product or service can be persuasive, it’s also crucial to provide customers with clear, concise information about features, pricing, and specifications. In these instances, telling can ensure that customers have the necessary details to make informed decisions.
2. When addressing frequently asked questions (FAQs): When responding to common customer inquiries or concerns, telling can be a more efficient way to provide direct answers and address potential objections.
3. When creating a sense of urgency: In some marketing campaigns, emphasizing time-sensitive promotions, limited availability, or exclusive offers may require directly telling customers about the urgency to encourage immediate action.
4. When establishing credibility: While testimonials and case studies can show the success of your product or service, sometimes it’s essential to tell potential customers about your company’s experience, awards, certifications, or partnerships to establish trust and credibility.
5. When crafting a clear call-to-action (CTA): A well-crafted CTA tells potential customers exactly what action you want them to take, whether it’s signing up for a newsletter, making a purchase, or contacting your company for more information.
6. When providing instructions or guidelines: In some cases, it’s necessary to tell customers about specific steps, requirements, or guidelines related to using a product or service to ensure proper usage and customer satisfaction.

Finding the right balance between showing and telling in marketing allows you to create compelling content that engages your audience emotionally while also providing the necessary information for them to make informed decisions. Utilising both techniques strategically can lead to more effective marketing campaigns and better customer experiences.