Start using the copywriting technique that gets: "OMG are you in my head???" reaction from your readers and hence connects and sells

As my colleague, @danijelmilosevic reminded me in his post yesterday, one of my favorite (yet severely neglected copywriting and storytelling techniques) is: "Show, don't tell."

This is how Chekhov illustrated what it means:

“Don’t tell me the moon is shining; show me the glint of light on broken glass.”

Why do I like this copywriting technique so much?

Because it’s one of the methods that allow you to connect with your reader on a deeper, as in - not the same fluff everyone else in your niche is talking about - level.

When they read the content featuring the show, don't tell, they feel you understand them better than other experts, with regards to what you help them conquer.

Depending on where you use it in your text, they’ll stop in their tracks and NOTICE that you REALLY understand:

????What's dwelling in their heads.?

????Why they stumble in bed and can't fall asleep at night.

???? Insights and dreams they sometimes didn’t share with their spouses and sometimes haven’t even admitted them to themselves yet!

You see, a genuine, deep connection that surpasses the superficial stating and numbering questions, facts, and promises in your content IS the key to standing above the noise, attracting your audience, nurturing them, and successfully selling to them.

It's just as another colleague of mine @cherysaustin put it beautifully:

It’s not about the information, it’s about the relation.

And the show, don't tell technique can play a big role in creating that connection between your audience and you.

"Hm, ?? you know, Maya, your post isn't worth a squat unless you give me a few examples I can work with."

See what I did there ????.

I could have just said: "How do you use the show, don't tell method?"

But I'm guessing you're busy and maybe a little impatient to get to the juicy part of the post, so this is something that might have run through your head.

And if I'm right - I drew your attention - and not just because I'm about to share a few examples you can use in your copy.

EXAMPLES OF THE SHOW, DON’T TELL TEHNIQUE

So, if you're, say a visibility coach, Fb ad specialist, business coach, or even a fellow copywriter...

Instead of telling:

Do you struggle with creating content for your social media?

Show:

"How addicted are you to caffeine, snacks, or sugar because you've got to take the edge off figuring out and writing content for your posts and captions?

Fact: There is caffeine in green and black tea too!"

Or if you're a parenting coach, instead of telling:?

"I will help you create a strong relationship with your kids,"?

Show: Imagine 20 years from now. Your crying, tantrum-throwing, guilt-fusing toddler is all grown up, hugging you goodbye on their way out to college.?

But your stomach is not (too) knotted up to let them go, nor are you dreading the empty nest. Because you know that a strong, trusting relationship you built together will enable both of you to reach out, connect, share and be there for each other whenever you need to, wherever you physically are.

The show, don’t tell is about using words to create mental pictures in your reader’s mind, activating their imagination, which then evokes their emotions, gets them invested in your content, and consequently, in your brand, freebie, service, offer…

Image by?Piyapong Saydaung?from?Pixabay?

A PRO TIP when using the show and tell technique is to also use sensory words.

As you know words are POWERFUL. And sensory language allows your readers to experience your words with their senses:

Touch: → Let’s tickle your imagination for a minute.

Smell: → Wanna get rid of those stale limiting beliefs and replace them with new, zesty ones?

Sight: → Are you ready to stop letting the gloomy past events control the brightness of your future?

Motion: → Yes, it’s going to be a bumpy ride. And yes, you’ll experience your stomach swirling, but the insights, breakthroughs, and progress you can expect at the end of our journey together will be mind-boggling!

Auditory words: BOOM ??Just like that, a whispering tiny voice you barely heard becomes your allay and a loud reminder that change is possible!

A SNEAKY TWIST TO THE SHOW AND TELL TECHNIQUE

I mentioned Chekhov at the beginning of this article. And his quote. The problem is it’s absolutely unrelatable to your sales copy.

If you Google the technique, 98% of the examples you’ll find are from novels, short stories, poems even.

It’s clear that the purpose of your website content or a sales page is 100% different from the purpose of a story.

Plus, showing and not telling takes space and we all know what happened to humans’ attention spam last few decades.

Image by Narcis Ciocan from Pixabay.

So should you still use the SHOW, DON’T TELL technique in copywriting?

Yes, but with a twist: SHOW AND TELL!

????????????

If you have a list of 10 bullet points so that your ideal clients can identify themselves on your sales page - list and “tell” 9 of them, and “show” the one that hits home for most of your ideal clients. Or the most common one.

The same goes when you list the benefits of working with you / buying your program / getting on a clarity call with you.

Another idea is to illustrate a beautiful, inspiring picture of a transformation that’s possible for your clients after working with you.

BUT, then also tell them directly, succinctly, and clearly, so nothing is left for them to wonder about and guess.

So tell me - have you been using the show, don’t tell (or rather show AND tell) technique in your copy?

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Side yet important note: All the examples in this article are RANDOM examples I made up and I wrote without context, with NO clue about your particular ideal clients, brand voice, and without giving much thought about where in your copy would be best to put them. However, I do all of that and much more for the clients I write sales copy for. (If you're interested - check out my website sharpshinecopy.com and let's chat ??).

Also, I trust that you're kind enough not to steal any of my words for your copy, without giving me credit.