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Show, don’t tell.
Simply telling readers about the benefits of your product or service often fails to paint a fully persuasive picture.
Humans are hard-wired to be more engaged by stories and sensory details rather than dry statements and claims. The “show, don’t tell” principle is about using richly descriptive, evocative language to vividly illustrate your point.
For example, don’t just say “Our meals are delicious and high-quality.”
Instead, describe the brightly colored ripe tomatoes, fresh-picked that morning for maximum flavor. Or the succulent chicken caramelized to perfection with garlic and herbs. The tender pasta made from organic ancient grains with that distinctively nutty, toothsome texture.
Ok, just one more… savor the smell of the tantalizing aroma of bubbling marinara sauce that hits you as soon as you open the container. (ok, I may have gone a bit overboard on that).
Now I’m hungry.
I’ll be back.
I’m just gonna go cook something in the kitchen.
Ok, where were we?
Oh yeah.
Transport readers directly into the experience with lavish descriptions that brings the concept to life. Use action verbs, figurative language, comparisons, and analogies to represent the look, smell, feel, taste, and atmosphere rather than just naming it.
Reference common experiences or touch on universal emotions to heighten the resonance.
Vivid details make your writing visceral, tangible, and more “real” versus abstract claims.
They also linger in memory far more potently because readers’ imaginations become actively engaged while envisioning the scene.
Ultimately, showing trumps telling because it activates more senses, elicits automatic emotional impact, and gives readers a window into actually experiencing the outcome you’re promising.
Balancing descriptive details with economy of language is a true skill. Too few details fall flat and unconvincing. But overwriting with excessive flowery phrasing can appear contrived or overblown.
The sweet spot is using precisely the most evocative, sensory language possible to transport readers into the heart of the concept.
Master the art of “show, don’t tell” and you’ll exponentially elevate the emotional engagement and staying power of your marketing messages.
