Show, Don’t Tell is a golden rule of writing.
Don’t tell me Harry Potter is miserable; show him sleeping in a closet, hiding from his cousin’s fists, and fantasizing about a different life.
Don’t tell me Wonderland is weird and trippy; show me a mouse in a teapot, a caterpillar smoking a hookah, and biscuits that make Alice change size.
Show, don’t tell is important in marketing, too.
Which is more convincing?
“I have a great sense of humor” vs. I made you laugh the moment you landed on my website.
“Our customers love us” vs. hundreds of five-star reviews on Google.
“We’re easy to work with” vs. one-click to sign up for our service.
“Design matters to us” vs. a clean, consistent, and sophisticated visual brand.
“We care about our customers” vs. customer-focused writing that has people saying, “omg, that’s so me.”
The principle is simple: evidence is more convincing than adjectives.
And it goes beyond marketing.
We’re always communicating who we are—not just through what we say, but through what we do, what we make, what we tolerate, what we choose, and how we show up.
Your website can tell me you’re thoughtful. Or it can make me feel thoughtfully cared for.
You can tell people what you value. Or you can build a life and business that demonstrate those values.
So: What do you want people to know about you?
And how could you show, not tell, today?
Visually yours,
Rachel
PS — This is still one of my favorite things to look for when I’m reviewing copy: where are you claiming something you could be demonstrating instead? If you want an experienced second set of eyes on your website, sales page, or emails, email me at rachel[at]magicwords.marketing
