Martin Avis

Show, Don't Tell

A good writer knows to restrict ... and ... We all think in images, so it is ... we respond best when the image is ... slammed the door so hard that dust billow

A good writer knows to restrict narrative and emphasise
action. We all think in images, so it is unsurprising
that we respond best when the image is clear.

'Jane slammed the door so hard that dust billowed out
of the frame.' is far more powerful (and interesting)
than 'Jane slammed the door.'

Painting mental images in the mind's of the audience is
not just the preserve of fiction writers. It is a
powerful tool in the hands of a good salesperson, and a
vital technique in any form of public speaking.

For example, a sales rep for a cookie company wouldn't
go into a store and describe the cookies. He would hand
the buyer a sample and while it was being eaten, wax
lyrical about the unique properties and popularity.

In a presentation, how much stronger it is to say
something like: 'Every day we sell to more people than
visit Disneyland' rather than 'Sales reached 120,000
per day.'

People remember colorful facts long after all the rest
of your words have been forgotten.

I will always remember a presentation from the London
society magazine 'Harper's and Queen.' The presenter
(who I have completely forgotten) said that the
magazine counted more heads of state and members of
royal families amongst its subscribers than any other
magazine in the world. That statement may have been a
complete fabrication, but it painted a clear picture of
the magazine that I have never forgotten.

Paint pictures in your writing - web sites, sales
letters, presentations, sales stories - and your
message will be equally unforgettable.

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