July 17, 2007
Show, don't tell
This forms the cornerstone of effective writing, as fundamental as benefits, not features.
Don't tell your customers, "We're the greatest widget detailer in the tri-State area." Show them.
How do you show? One of the most compelling ways is to use vivid and specific testimonials. If you can portray your customers benefiting from using your product, you've won. Testimonials from customers blandly saying "I'm happy with the service" aren't nearly as effective as testimonials that describe people enjoying the specific benefits you were able to provide.
A little brainstorming can reveal other ways to show rather than tell. Do you offer three times as much inventory as your nearest competitors? Create a graph that demonstrates the comparison. Think about ways to let your customers visualize what makes you different and better.
When you're showing, you want to look out for the verb to be.
Compare the following:
- I am happy / I dance with happiness.
- Our customers are satisfied / Our customers rated us the #1 Tire Dealer with Heart ten years in a row.
- Your family will be happy / Your family will vote you mom of the year.
When you replace the humdrum "be" verb with something stronger, you'll
find yourself naturally using other specific details as well. Not just
a red car, but a Ferrari convertible. Not an apple, but a Pippin or a
Jonagold or a Golden Delicious.
Adjectives (except colors) and adverbs are words that simply tell. Use them sparingly. Don't say "drove quickly," say "zoomed" or "sped" or "screamed." Specific, compelling verbs and nouns create vivid writing that shows.
Start showing your customers rather than telling them, and you'll see a dramatic improvement in your results.
Next action: Review your web site and main product brochure. Where are you telling? Where are you showing?
Dive deeper: What's at the very heart of what you have to offer? How do you benefit customers at a core level? Start capturing the vivid, specific stories that show how you make your customers' lives better.
Would your company benefit from more repeat business and referrals?
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