When it comes to creating compelling proposals or marketing materials, one of the most powerful strategies you can use is to show, don’t tell. This simple principle is often easier said than done, but it can make all the difference in how your audience perceives the value you offer. Instead of simply telling your prospects what you can do for them, you need to demonstrate it with real, clear examples that resonate with their needs and experiences.
The Problem with “Telling”
We’ve all seen it—proposals or marketing materials loaded with vague, unsubstantiated claims like:
- “We offer the best value in the industry.”
- “Our product comes with the lowest risk.”
- “We have the most cutting-edge technology.”
While these phrases might sound impressive, they often come across as empty promises. Without evidence to back up these bold claims, they can quickly lose credibility. Worse, they can cause your prospects to question whether your solution really lives up to the hype. In fact, this kind of “telling” can often turn people off, as it’s easy for them to spot these generalizations as sales tactics meant to oversell the product without proving its worth.
Why Showing Works
Instead of telling your prospects how great your product, service, or idea is, show them. Demonstrate the value by providing clear examples, real-world case studies, and tangible evidence that backs up your claims. When you show how your offering has helped others—especially in situations similar to theirs—it becomes much easier for your audience to envision how it will work for them.
Here’s why “showing” works better than “telling”:
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Credibility: When you use actual examples, case studies, or data, you build trust with your prospects. They can see that your claims are based on real outcomes, not just sales jargon.
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Engagement: Showing examples of how your solution works creates a narrative that your audience can connect with. They’ll be more engaged with your content when it tells a story or paints a picture of real success.
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Clarity: By showing the results or impact of your offering in action, you provide a clearer picture of what the prospect can expect. This takes out the guesswork and uncertainty, which can be a huge motivator in making a decision.
How to Show, Not Tell
Now, let’s dive into how you can effectively show your prospects what you can do for them.
1. Use Case Studies and Testimonials
One of the most powerful ways to demonstrate the value of your product or service is through case studies and testimonials. Case studies provide a detailed account of how your product or service helped a client solve a specific problem, including the challenges they faced, how your solution was implemented, and the results they achieved. Testimonials, on the other hand, give a voice to satisfied customers who can share their personal experiences and the benefits they received.
For example, instead of saying, “We help businesses increase sales,” you could say:
“After working with us, XYZ Company saw a 25% increase in sales within the first quarter. By implementing our software, they streamlined their sales process, reduced manual entry errors, and improved team efficiency, leading to higher conversions.”
2. Provide Data and Metrics
Nothing speaks louder than quantifiable results. If you can back up your claims with data, you’ll have a much stronger case. Instead of saying something like, “Our service is low risk,” you could say:
“Our clients have experienced a 99% retention rate over the past year, and we’ve reduced operational errors by 15% through our innovative approach.”
These numbers are much more persuasive than general statements and offer concrete evidence that you deliver what you promise.
3. Show How Your Solution Works in Action
If possible, offer a demo or a walkthrough of how your product or service works in a real-world setting. A demo allows prospects to see firsthand how your offering solves their specific problem. If you can’t provide a live demo, try creating a video tutorial or an interactive presentation that shows the step-by-step process of how your solution functions.
For instance, instead of saying, “Our software is easy to use,” you could show a short video of a user logging into the platform, navigating through the key features, and completing a task in under five minutes.
4. Avoid Overused Buzzwords and Hype
While it might seem tempting to use buzzwords like “cutting-edge,” “game-changing,” or “innovative,” these phrases can come across as empty promises if you don’t back them up. Instead of using unsubstantiated hype, focus on demonstrating the true value of your solution. Show how it’s different from competitors and why it’s actually better—based on real-world examples or facts.
For example, instead of claiming that your product is “the most innovative,” explain what makes it stand out with specific features or benefits. You could say:
“Our product’s unique algorithm analyzes data in real time to provide instant insights, reducing the decision-making time from hours to minutes.”
When drafting proposals, presentations, or marketing materials, remember to show, don’t tell. Your prospects are looking for concrete examples, real results, and tangible value that proves you can meet their needs. By moving away from vague claims and backing up your statements with evidence, you’ll create stronger, more persuasive content that resonates with your audience and earns their trust.
So, next time you’re crafting a proposal or pitch, ask yourself: How can I show my prospect the value of my solution? How can I provide clear, undeniable proof that what I’m offering is exactly what they need? By focusing on demonstration over description, you’ll move closer to closing that deal.
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