by Haris Quintana
The phrase “show, don’t tell” is often seen to be one of the most important considerations for a writer. The idea behind the concept is that (primarily fiction) writers should be able to show their story to their readers, rather than directly telling them what has happened.
The popularity of “show, don’t tell” has extended far beyond its original audience of novel writers, too. Directors and cinematographers, for example, often seek to adhere to the same principle: your audience should always be able to follow the pertinent points of the story, but without being directly told what is happening.
It’s therefore worth asking that if “show, don’t tell” has proven to be useful to a number of different professions in the past, then could the phrase also have a place in the business world?
The answer is… yes
In order to succeed, businesses have to be able to tell a story. Businesses work to sell a dream to their customers; a world or experience that is enhanced by the existence of their product or service.
If you manufacture energy drinks, for example, then you’ll focus your marketing on the benefits of your drink - but you’ll also sell a dream: an active lifestyle, the excitement that can be found in working out or playing sports, and so on. If you are a real estate developer, then you’re not just selling a property; you’re selling a promise, a way of living, to your potential buyers. The same applies to almost every type of business: the core product or service is just part of the overall story that is being told.
Using “show, don’t tell” in your business
Perhaps the best way to apply “show, don’t tell” to your business is to think about how you convey information.
Humans are, overwhelmingly, visual creatures - which is why it is somewhat surprising that so much of the business world focuses on text over images. While text undoubtedly has its place, it’s also the option that makes it possible to stray into telling rather than showing.
As a result, one of the best ways to use the idea of “show, don’t tell” is to look for alternatives to text explanations. Returning to the earlier example; if you’re selling an energy drink, then a simple switch from explaining the benefits of that drink in bullet-point text to an infographic could work well, or an advertising campaign that focuses heavily on active, exciting, and thrilling imagery rather than a simple explanation of the drink itself. Similarly, if you’re a property developer, use 3d architectural rendering to provide potential buyers with a true visualization of the properties you are able to construct, rather than just relying on a text-based list of amenities.
The same principle applies across all other business types, too: if you have the opportunity to use images to tell a story or sell your products or services, then opt for this over text-based explanations every time.
In conclusion
“Show, don’t tell” may be a concept that is most commonly associated with writers and artists, but it can also be incredibly beneficial to businesses who are looking to appeal to their customers as well as possible.
