"Telling People Anything Is Wasted Effort"
Avis said, "We're second. So we try harder." The first sentence
was indisputably true. They were second to Hertz in the car
rental business, and everybody knew it. This lent credibility to
the second sentence.
When heard or read, these two sentences were "converted" in the
minds of potential car renters to, "Since they must try harder,
they'll make life easier for me." Then they rented from Avis,
rather than Hertz. Business boomed with this slogan as the
underlying position in all sales messages.
How "Best" Works
Now suppose Avis had said, "We're the best!"
"Who says?" would be the kindest retort, as the reader or
listener turned quickly away to rent from Hertz.
Avis And Your Website
"We're the best!" won't work in your advertising, on your
website, or in your newsletter. Not one bit better than it would
have worked for Avis. Surely we all know this. Why then do we
see so many ads, newsletters, and sites that tell us they're the
best? Then go on to tell us what to do or think?
There are two reasons that come to mind right quick. First,
some really do not understand that unsubstantiated claims will
be ignored, or even turned against you. Second, it's easier and
quicker to tell, rather than to demonstrate.
Good Books And Films
In quality stories, printed or filmed, you are never told that
Duke is a really bad dude. You see him doing really bad things,
then draw your own conclusions.
Good teachers don't tell; they provide their students whatever
is needed to demonstrate the point. Non-fiction writers do the
same. They seek to convince you of the point they want to make
by providing examples and references. And the views of other
authorities. All of which can be checked out.
Now Listen Up!
"Show, don't tell."
Do you believe this is true?
Not unless you already do. You'd need a whole lot of faith in
me to accept this as truth on my word alone. In fact some would
call you foolish if you did so.
Beyond providing answers to simple questions, such as how to
get from here to there, telling folks fails. For one thing,
people flat don't like to be told anything. For another, they
always question the authority of the speaker. And many feel they
know all that's needed, so don't want more from you or anybody
else. Further, the world is awash in, "My opinion is as good as
yours."
Some Do Get Away With Telling
The media, politicians, and "famous" people are telling us all
what to think. Unfortunately many are listening to these
sound-bites, and assuming what they hear is "truth." But they
are not listening to me in this unqualified manner. Nor will
they listen in this way to you.
You must seek to persuade people of your point. Provide
information the reader can accept or reject. If collectively you
sufficiently support your point, you have at least a shot at
being believed.
How This Applies To Selling Anything
The rules of selling are changing rapidly. It's true the
hard-sell, loaded with hype, con, and even lies, continues to
work for some. And even the junkiest spam brings profits to a
few.
But permission selling is now the mode, particularly on the
Web. A visitor is invited to freely consider a possible solution
to a problem or information that may help. Within these notes,
there are invitations to explore a product or service that goes
specifically to the point.
If your visitor accepts a second invitation, then sell. But
honestly. Gently. With benefits to the potential customer. This
is a kinder way of doing business. One with which both the
seller and customer are comfortable.
Don't Screw It Up
In this way of selling, there is no room at all for telling
anybody anything. All is persuasion. We seek to convince our
potential customer, one point at a time, that our product or
service is exactly what they need. Slip in a "known fact" or
"best ever" and you'll blow the deal.
If you have the power, you may be able to tell people what to
do and make it happen. But you are wasting time trying to tell
anybody what to believe without backing it up with verifiable
information.