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Show, Don’t Tell – It’s Not Just For Copy and Content


TRANSCRIPT AUTOMATICALLY GENERATED Hey, Hey, so today I would have a chat about a concept that you have probably heard of, but I want to chat about it in a slightly different context from where we normally hear it. So the concept is show don't tell we hear that a lot, right? When, when people are talking to us about our copy or our content or our social media posts, you want somebody to experience something rather than you having to like bullet point them through each step of the way. I want to take this from just being a part of our copy to being an actual part of our customer journey. And this is won't be for everyone, this strategy is particularly relevant for people offering one-to-one services because they're usually higher ticket and they all less, you get 10 modules and this is exactly what it looks like. Right. There are more difficult to explain the tangibles from the experience. But if you take a step back and you think about your offers, there's likely to be something in there that you can use for this So I want you to think about how you could show and not tell the benefits of working with you. And I mean, this in an actual experience versus reading a sales page. most coaches, consultants, service providers go. Sales page book, a call, have the call sign up, et cetera. I want us to think about how we could instead of, or as an additional step, add in a demonstration. This demonstration. You want it to be a small part of the overall experience that you offer, or you want it to be a high level version of the detailed process that you would go with. And oftentimes this is paid, but it could also be something that you choose to do for free. The decision to do paid or free will just really depend on the strategy in your business. In that moment free, you're going to get a lot more takers paid. You're going to get a lot more buyers. So it just depends on your strategy at the moment, but I want to talk about why this works from two different angles. First of all, from the client side, this allows them to really experience what it would be like to work with you to get that first little win, to see that you can do what you say you can do. Chances are you being way too humble on your sales page already? So they're probably going to think you're even better than your sales page makes you sound. But also it takes away that high pressure environment for them. You're no longer requiring them to be on a sales call where they have to make a decision in the moment on and high ticket product. You're giving them the opportunity to have a sample, to experience it, to sit with it and then move on to the next step. If it's right for them. This is a really familiar process. We do this all the time in our lives, and yet we somehow expect our clients to fork out extremely large amounts of money with nothing more than our content with not being able to see our hands on their specific business. So from a client perspective, it's going to provide them a lot more safety and security in their decision-making. We're seeing a really big pendulum swing at the moment from trusting big shiny bro marketery style promises to almost swinging in the opposite direction where people are coming from a trust, nothing trust, nothing you really trust and nothing you haven't seen with your own eyes. Trust, no testimonial trust, no sales page ever. Right? Not a hugely surprising pendulum swing given everything that we've been through in the last couple of. So this offers a different opportunity for somebody to test the waters with you, to get comfortable before they decide to dive in with you. But it's not just a benefit on their side. This is going to be a huge benefit from your side of the equation. Doing this smaller demonstration style product really allows you to quote unquote, audition the client, right? We all talk about how in a discovery call, they're seeing if you're a fit for them. And you're seeing if they're a fit for you. This allows you to do that in real time. Everybody shows up to discovery calls on their best behavior, both sides do so as much as the client gets to see what it would be like to work with you, you also get to see whether this is an ideal client for your main product. You get to see whether they submit things on time, whether they provide the input that you need, whether they are just pushing your boundaries before you've even started, this is going to allow you to see, oh, is this going to be a good fit for an even bigger project? If you're having problems at the small project level, chances are, those are just going to be magnified by a bigger price tag. It's also going to really allow you to recommend customized next steps for that person, whether they work with you or not, because you're going to have seen more of their business and you'll probably have seen a bit more of the good, the bad and the ugly than you would have on a discovery call, where everyone is on their base pay. And the great thing about having this demo product that people can step into is it really allows you to decide whether or not you offer the next step. And that's really going to allow you to avoid those awkward firing conversations when you get into a big project and they're not doing what they said they would do in order for this to be. So take a step back and look at your business. Is there something that you are able to do in your business that offers people, a taste of working with you? So, if you were doing a one-to-one experience, I want you to step back and think, is there a first step that you do with every client? Is there some kind of review audit or recommendations? That you could do, like, could they send you something and you could recommend a next step for them? Is there something that you could look at on their website, in their business and shoot a little loom video, so they get to interact with you and feel that experience? The idea here is not to. Manipulate anyone into buying for you. It's actually to allow both sides to make a much more realistic assessment of whether this is going to be a good working relationship than simply doing a fairly scripted hour long discovery call So you're looking for a first step, a review, an audit, a smaller core, a group offering and live event where somebody can really experience you doing the thing that you do in your high ticket offer so even if they still need a discovery call, I think you'll find that the experience often them having done something with you already will be a much more gentle conversation than a sales-y feeling cold. So remember show don't tell it's not only for copy.

In a world where trust is in short supply, you need to find new ways to make your prospects comfortable with buying.

Key Takeaway

Allowing your prospects to sample your services allows them to experiences the benefits firsthand.

In This Episode

  • How show don’t tell can add to your customer journey
  • How this benefits your clients
  • Why it’s also a win for you

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The information contained above is provided for information purposes only. The contents of this podcast episode and article are not intended to amount to advice and you should not rely on any of the contents of this article or episode. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article. Diane Mayor disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article.