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Show and Tell

"Show me, don't tell me." That's what writing instructors of all stripes — whether fiction, non-fiction or journalism — tell their students. It's good advice in marketing writing, as well. "Showing" gives marketing writing impact and credibility, and keeps the reader's attention.

Whether you are preparing an elevator pitch or the copy for a 20 page website, the same principle applies. Here are some examples:

Tell:		We provide 10 hours of in-house training for your staff.
Show:		"Our 10 hours of in-house training had the Lee Corporation up and running only two days after our system was installed."

Tell:		"We have hundreds of satisfied customers."
Show:		Use quotes from some of those customers, and/or a list of selected clients

Tell:		Client: "I highly recommend the work of the Advantic Company."
Show:		Client: "Advantic saved us thousands of dollars and the quality we got was outstanding."

Tell:		"Duranomos, Ltd. is the world's leading integrator of software for industrial design applications."
Show:		"Industrial Design Magazine rates Duranomos #1. Click here to read more."

Tell:		"Our goal is to provide you with high quality, stress-free medical care."
Show:		"We schedule only one patient at a time so you get our full attention with minimal waiting."