Have you ever seen those lame local ads on television? You know, the ones where the owner of the Mattress King comes out with his crown and scepter and rattles off all their discounts and services? If you can’t think of that type of commercial, you’ve either willfully put it out of your head, or it just wasn’t remarkable. Indeed, these commercials are delightfully kitschy, but not very memorable. And that’s the impact of telling without showing! Let’s discuss the “show don’t tell” copywriting tactic in more detail.

Engaging Your Audience with Show Don’t Tell

“Show, don’t tell” is one of the most common mantras you’ll hear as a guide not only to good writing, but to making captivating art in general. When it comes to copywriting, however, this tip is particularly useful, as the object should never be to simply come out and say what you want your audience to hear, but to engage them and leave them with an image or sentiment they won’t forget.

So, let me show you what I mean, rather than simply tell you!

“It is late fall.” There you go, had to get that out of the way. And that’s the tone you give off when you blandly explain something, when you had every opportunity to make it shine.

“Leaves crunched beneath her feet as the cool breeze stung her face.” There’s action and there’s an image, and I didn’t even have to say “fall” for you to know what season it is. One is clearly superior to the other.

You Should Tell a Story and Leave a Story on The Customers Mind

I recently came across one of the better examples of the “show don’t tell” rule in a commercial for glasses. It featured kids in a library reading, as well as “quiet monitors” peering out over stacks of books from on top of a tall chair to make sure everyone stayed quiet. Everyone was wearing glasses, except for one quiet monitor, who couldn’t see the kids from on top of the chair. The point is clear: when you need glasses, come see this lens company. But rather than simply showing glasses on a bright, swirling table with a presenter shouting discounted prices, they told a story and left you with an image. Bellissimo!

Now compare this to the commercial I brought up earlier and the differences are glaring. Which would you rather see on television or flashing across your computer screen? Wouldn’t you prefer your brand represented in a more thoughtful way?

Copywriting Should Include Imagery and Symbolism

The rule is not perfect, however. For example, it’s difficult to follow while allowing for concision and brevity. This is the dilemma copywriters face: how do I show the brand in only five words for a tagline? It can often seem unachievable when space and tight word counts are a factor. But when in doubt, look to poetry for inspiration. Poets are simply masters of the show don’t tell rule. A single line of a poem can be ripe with imagery and symbolism, and a single phrase can say something that could take several paragraphs to explain otherwise. For help with your copywriting or taglines, Sack Lunch can help, contact us today.