Show, DON’T Tell
how to use powerful imagery and visual storytelling to hook your prospects and land more sales.
Have you watched the video above? If not, watch it, it’s just 3min long.
How did you just feel after watching it?
“Damn it! This is a super crazy blender — it blends an iPhone!”
Now, you’re probably checking out the name of the blender and hoping to get one, isn’t it? Haha!
What did Bledtech just do? They showed you the efficiency of their product. And that is triggering the “I must buy this” in you.
Have you ever read a book and it took you back in time that you felt like you were with the characters? Or you just felt like you were seeing a movie and all the characters and their setting were live, like a stage play.
You are not alone!
I have lost count of books I read that I literally got glued to, and immersed into because the writers wrote in such a compelling way that describe every setting and character that I couldn’t resist falling for.
Point to one great writer or artist and I will show you how they used this principle to advance their cause and idea and capture millions of hearts.
There is an age-long principle behind it that is called SHOW, DON’T TELL. It is one of the first lessons taught to writers.
It is a writing technique used by writers to relate story and characters through sensory details and actions rather than exposition. It brings the reader “into the room” and immerse them with the characters.
A Russian playwright named Anton Chekhov, was credited with the idea of showing and telling when he reportedly gave this statement as an example of the concept:
“Don’t tell me the moon is shining; show me the glint of light on broken glass.”
In short: showing illustrates, while telling merely states. Here’s a quick example of showing versus telling:
Telling: I love you (to your wife)
Showing: Buying her gifts, being faithful and being there for her.
In Chinua Achebe’s best-selling novel ‘Things Fall Apart’ (pg. 3–4), he wrote:
“Okonkwo was well known throughout the nine villages and even beyond. His fame rested on solid personal achievements. As a young man of eighteen he had brought honour to his village by throwing Amalinze the Cat . . . He was tall and huge, and his bushy eyebrows and wide nose gave him a very severe look… When he walked, his heels hardly touched the ground and he seemed to walk on springs, as if he was going to pounce on somebody. And he did pounce on people quite often. He had a slight stammer and whenever he was angry and could not get his words out quickly enough, he would use his fists. He had no patience with unsuccessful man. He had had no patience with his father.”
Here Achebe could have said, ‘Okonkwo was a tall and huge man’, and stopped there.
But that would not have given us the feel of how huge or tall he was. Rather, he painted and showed us who Okonkwo was. He did not only tell us, he showed us.
And that is what makes the difference in any piece of art.
But this is also true for Sales and Marketing.
In fact, it is the secret that has unlocked huge sales for giant companies and businesses.
In 2001, Steve Jobs after powerful comparison of competitors devices with beautiful imagery launched the iPod with a killer and more compelling masterpiece imagery:
“The coolest thing about iPod is that your entire music library fits in your pocket. OK? You can take your whole music library with you, right in your pocket. Never before possible. So that’s iPod.”
When Sony launched its new Waterproof MP3 they didn’t just say “our MP3 is waterproof” they showed it. They ran an ad detailing how the MP3 survives in water. They further added this compelling statement:
“you can buy your latest bottle of water with a MP3 player INSIDE IT.”
That’s an example of Showing, NOT Telling.
Now, let’s bring it closer:
When Ariel wanted to advertise, they show you two stained clothes and how the one soaked and watched with Ariel came out white and cleaner.
When Maggi Knorr wanted to advertise their cubes they showed you how an angry husband came home and was mesmerised by the aroma of his wife’s stew. In another ad, they showed you how a young girl was devouring her chicken and wanting more — all because maggi knorr made it tastier.
So, why do you neglect this age-long marketing and sales secret (oh, it’s not even a secret)? It is not a secret because it is everywhere but most people neglect and underestimate it.
I used this powerful strategy today to sell 2 of the turtleneck polo from my e-commerce business to one of my bosses at work.
A week ago, I went to get something from his office and saw him wearing a round-neck sweater. “This looks good on you,” I remarked. (first jab) He blushed and said “thank you”.
I am a hungry salesman. I knew that was an opportunity and went further,
“This looks thick but you should check out the turtleneck design I have. It is not only thick to withstand cold, it covers your neck up to below your eyes and ears if you decide to stretch it up.” I quickly added, “and this gives you maximum warmth.” (second jab)
Notice how I addressed his pain point (cold) by stating the benefit (warmth) and the features (long sleeves, thick, stretchy and comfy woven fabric).
And I continued, “you should really try it out.” (another jab with a call to action).
He nodded his head and said, “hmm, that’s true o. Do you have it here?” I said, “sure, I’d come show you mine.” (You’d notice he still wants to see how it actually is, to be sure if it is exactly as I have described).
Fact:
Your prospect prefers to see than hear. Always seek for an opportunity to let them visualise what you are offering.
So, today, I wore my turtleneck polo to work and during break I checked on him at his office. Of course I was wearing it, so he could see it perfectly and I further showed him all that I had described in our previous conversation. (The HOOK)
He couldn’t take his eyes off. Deal Sealed.
He didn’t buy 1. He bought 2.
How You Can Use the ‘Show, Don’t Tell’ in Your Marketing and Sales.
First things first. When you are starting out to market or advertise your product considering asking yourself these questions:
1. What do you want your prospect to do?
2. How do they need to feel about your product/service in order to do it?
3. What specific features about your product/service might make them feel this way?
Once you identify these features, you can show (not tell) your prospects how those features lead to a benefit that they desire. That was what I did to my boss with the turtleneck polo.
Of course, I used both. I told him and showed him in words and visually. Telling alone is boring. You use telling to grab your prospects attention and hook and sell to them by showing.
What are you selling?
Imagine I am your prospect. Use this principle to hook me into buying from you.
I’d be glad to read your copy.
PS: If you’d like to get the turtleneck polo, you can reach out to me on 08180324090. It is available in Black, White, Ash, Blue and Wine colours.
