Yesterday, I showed you how eBay demonstrated the visceral difference between showing and telling in advertising. Today, I’d like you to take a look at my favorite example from the last 10 years. While Archos was intellectually bullet-pointing the features of their new-fangly mp3 players, another company took a decidedly different approach to marketing theirs. They sold, simply, joy:
A few bazillion iPod owners connected the dots. Even today, with their succession of ads promoting apps, Apple continues to show – to demonstrate – the benefits of these devices.
Now, it’s your turn. You’ve got great customer service? So what? Don’t tell me you’ve got great customer service.
What – specifically – does the fact that your customer service is great do for me? How does it help me? What problems does it solve? How does it make me feel? Show me that. Show me what you’ve got. 1 … 2 … 3 …