The concept of "show don't tell" is more than just a writing technique—it's a powerful strategy that can transform your approach to customer engagement, team management, and overall business growth.
As HubSpot Administrators, Marketing Directors, and Sales Directors in small to mid-sized B2B companies, understanding and implementing this principle can significantly impact your success. Let's dive into how you can apply this concept in your role.
Let's go back to kindergarten for a moment. Do you remember show and tell?
When you brought your favorite item, book, or pet to school to show them off to your class, you had both something to show — the physical thing you were holding — and something to tell — whatever it was you had to say about the object.
All too often, it's like pulling teeth to get companies' leadership teams to commit to statistics, facts, or figures. Out of fear of not being 100% consistent, they opt to dance around any rigid definitions of features, benefits, or specifications.
Unfortunately, this leads to marketers having to create something about of nothing. This content, without any solid structure behind it, sounds... fluffy, or worse, fake.
Whenever you have something to say in your marketing, you should actually have something to say.
At its core, "telling" is about making statements or claims, while "showing" involves demonstrating through actions, evidence, or concrete examples. In the context of B2B marketing and sales, this distinction is crucial. Your audience—potential clients, team members, or stakeholders—are more likely to be convinced by what you demonstrate rather than what you simply state.
In order to avoid sounding too fluffy or unbelievable, provide your audience the substantial material they need to form their own opinion. Imagine your audience asking you "why should I believe you?" after every claim you make. What would you say in response?
Now, give them those responses preemptively, rather than hoping you'll have enough time to explain later.
One common pitfall in B2B marketing is focusing too much on listing product features rather than showcasing benefits. As a HubSpot Admin or Marketing Director, your role is to ensure that your marketing materials don't just tell prospects about your product's features, but show them the tangible benefits and results.
Instead of telling someone: "Our software has an intuitive interface", show it by saying: "On average, our clients report a 30% reduction in onboarding time for new team members using our software."
By presenting facts and data, you're not just telling prospects that your product is good; you're showing them concrete evidence of its value. This approach is particularly effective in B2B settings where decision-makers are looking for solutions that can demonstrate clear ROI.
When it comes to company values, many organizations fall into the trap of simply stating what they believe in without backing it up with action. As leaders in your organization, it's crucial to ensure that your company's values are more than just words on a website.
Ask yourself: Are you allocating business resources and time to support these values? For instance, if you claim to value innovation, are you investing in R&D or providing time for your team to work on creative projects? If you say you prioritize customer satisfaction, do you have robust support systems and regular feedback mechanisms in place?
Remember, your clients and employees will notice what you do more than what you say. Don't just tell them about your values; show them through tangible actions and initiatives.
The true test of whether you're successfully "showing" rather than "telling" lies in the organic responses from your team and customers. Here are some indicators:
Your team naturally embodies and communicates your company's values and strengths without prompting.
Customer reviews and testimonials consistently highlight the benefits and results they've experienced, aligning with your marketing messages.
You don't have to constantly remind people of your company's strengths or values; they're evident in your day-to-day operations and results.
As a HubSpot Admin, Marketing Director, or Sales Director, your goal should be to create an environment where the results and reality speak for themselves. This means focusing on delivering real value, fostering a genuine company culture, and consistently meeting or exceeding customer expectations.
Here are some practical ways to apply this principle in your role:
Use case studies and success stories in your marketing materials to demonstrate real-world applications and results of your products or services.
Implement data-driven marketing strategies that showcase concrete metrics and KPIs.
Encourage your sales team to use demonstrations and free trials instead of relying solely on product descriptions.
Regularly collect and showcase customer testimonials and reviews.
Invest in creating high-quality, informative content that provides value to your audience, demonstrating your expertise rather than just claiming it.
By embracing the "show don't tell" approach, you can create more compelling marketing messages, build stronger relationships with clients, and foster a more authentic company culture. Remember, in the B2B world, actions and results speak louder than words. Let your products, services, and company culture do the talking, and watch as your audience becomes more engaged and your business grows.