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Creating content that resonates with a target audience is the number one goal of any content marketing. But getting people to actually read and take action is getting a lot more difficult as so much great content is put out there each day. It’s not enough to have an interesting topic and a unique angle anymore, you need to prove that your content is worthy enough. And that’s where the “show don’t tell” principle comes into play.
In creative writing, “show don’t tell” is about painting a picture for the readers and making them experience the story instead of just telling it. In content marketing, this rule means showing how your product or service lives in the world and how its benefits and features adds value by meeting the needs of your customers. So instead of being preachy or making the hard sell, showing why your product matters is essential to convert your audience.
Before getting into clear examples, it’s important to highlight some basic principles of storytelling that applies to marketing. When writing your content, think of adding details and specifics to make your words come alive and create vibrant copy. The more you’ll get into details and give examples, the more your content will resonate as being trustful and believable. Then adding a human element in a real life situation, especially if your company deals with cold facts and data, will make your content relatable and draw your readers in so that they can get a fuller, clearer picture of your brand and what it brings to the world.
Here are five effective ways show-don’t-tell can create powerful messaging and make your audience engage with your story.
Testimonials
When you let other voices speak for your brand about their own experience, it shows your audience that what you have to offer can be trusted. Testimonials by real people with real problems help new customers imagine what their own experience might be like and how you’ve brought an efficient solution that has benefited like-minded people.
Make sure you have testimonials from a wide range of demographics that represent your target audience so they can relate to someone who’s in the same situation. You can then communicate those quotes and ratings on your website, in your emails or even on social media to support your claims. Keep the same language your customers have used in their comments and relate the whole story with as much details as possible – it will be easier for the readers to put themselves in that person’s shoes.
Webinars
The live video format of webinars provides a great opportunity for interacting with your audience. While the event is happening, people can ask questions in real time and get answered instantly. It’s also a way to bring external narratives from experts in your field to a conversation surrounding problems your products or services solve and give them credibility.
Webinars can also explore how your products help your audience reach their goals or bring an element of lifestyle surrounding your services. Whatever the topic, as long as it’s valuable to your audience, it will make people see the connection between what you do and what they’re trying to achieve. And after the live event, the recording is a great tool to display your expertise and something people can watch and interact with continually.
Infographics
By using interesting images and information to better paint a picture, infographics help explain a concept visually and gives flesh to dry solutions by using statistics, facts and insights. It’s about making complex ideas seem simple and represent them in a compelling and visually attractive way.
Whether you want to explain a serious problem in your field, turn your unique data into engaging information or provide a simple representation of something you want to communicate, infographics show your audience that your brand is a helpful expert on a topic and a trustworthy source of information.
Create a step-by-step guide
People usually read content to solve a pain point and they are looking for a reliable voice to guide them through the solution. They read blog posts because they want to acquire knowledge on a topic they care about or struggle with. So they are coming to you for tips and tricks that will help them overcome a difficulty or learn valuable skills.
The most powerful way to show with words is by creating a walkthrough guide that takes your customers through a journey. Each steps take them closer to their goal and you are there to accompany them along the way. A good example is writing a “how to” post and separating each section with sub-heads and bullets that will organise the process. Don’t just tell the readers about the solution but show them how to put it into practice and use it in real-world situations.
Demos
The best way for people to see your product in action is to show them with videos and pictures how it performs in the real world. If your product is digital, offer a free trial so they can test the features and see if it’s a good fit for them. If you offer services, giving away free consultations help your audience get to know you and what you’re capable of. People are more inclined to buy something if they have tested it beforehand and witnessed its real benefits.
Make use of the live video function on social media to demonstrate how your products operate. They will feel more authentic and offer your audience the opportunity to interact with you in real time, ask questions and tell what they want to see so you can adapt your demonstration to fit their needs.
Thanks for reading and I hope this was useful! Let me know in comments which tactics you've implemented and how that's working out for you!
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