"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.