With “Show, don't tell” to better texts for customer acquisition

Recently, I gave a client feedback on one of her advertising texts. Her goal was to appeal to mothers of babies who were "unhappy with their bodies after giving birth." This is a problem that concerns many women and can be solved with her product.

My optimization suggestion was based on the principle of "show don't tell." I encouraged them to not only describe this dissatisfaction factually, but to actually demonstrate it. This would make the target audience feel seen and understood.

This is precisely the key to successful customer acquisition: copy that doesn't just describe but evokes emotions. Because people don't make decisions based on facts, but on feelings.

What does “show, don't tell” mean in marketing?

"Show, don't tell" is a principle from creative writing that also applies to marketing. Instead of using empty words to claim how good your product or service is ("tell"), you demonstrate it through concrete situations, images, and emotions ("show"). This lets your target audience understand for themselves what your company and its offerings stand for.

Instead of its "Think Different" campaign , Apple could have claimed to be innovative. Instead, the company used the campaign to simply demonstrate this.

I would like to give you two fictitious examples that I have encountered in a similar form many times.

The IT company with the servers: A B2B example

Imagine an IT service provider whose website is full of technical terms and promises like "Professional IT solutions for SMEs." The problem? Every competitor writes the same thing. But what does "professional" mean in the context of this company?

It becomes much more tangible when the concept is expressed like this: "It's Monday morning, 7:30 a.m. Your employees are standing outside the office, waiting. The server crashed an hour ago. Nobody can work. 40 people times the average hourly wage... You do the math and feel sick. That doesn't happen with us. Our monitoring system would have detected the problem immediately. Our technician would have restarted the server remotely, and your employees wouldn't have even noticed the glitch."

The mother with the stroller: A B2C example

Back to my client with the fitness program for mothers. A sample text for her industry: "Individual training for women after birth. We help you get fit again."

It could go something like this: "You're pushing your stroller to Migros. With every step, your inner thighs rub together until they turn red. You wonder if it will ever feel the way it did before you gave birth. How could it? You're too exhausted to exercise. After all, your child couldn't fall asleep yesterday because of the toothache. That's exactly why we developed our workout: 20 minutes while your baby sleeps in the stroller. Right on your doorstep. With exercises that work, even if you were up half the night."

5 possible applications for “Show, don't tell” for better customer acquisition

1. Customer opinions and testimonials:

Let your customers tell you about their transformation in their own words, rather than just showing star ratings.

2. Before and after stories

Show the concrete change with measurable results, accompanied by emotional details, instead of just using empty words.

3. Social Media Content

Share everyday moments that showcase your expertise without self-promotion, instead of making claims.

4. Website and sales texts

Describe your customers' situations in a way that resonates with them. Consider how you can make these situations tangible.

5. Email marketing and newsletters

Tell little stories from your everyday work life that also provide added value.

Conclusion: People don’t buy products, they buy solutions to their problems

The "show, don't tell" principle works because it addresses three important psychological needs: the need to be understood, the desire for concrete solutions, and the trust in someone who knows one's situation.

Start today by revising a single piece of text. Take your most important service and ask yourself: In what specific situation do my customers need this? What are they feeling at this moment? What does their everyday life look like?

The answers to these questions are the key to creating texts that aren't just read, but felt. When you speak from the heart to your customers, selling becomes almost effortless.

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