Show, Don’t Tell: in Life and in Advertising

"Show, don't tell" is advice every writer has heard, whether in film, literature, or advertising. It’s also a principle we instinctively understand in love: Show your love; don’t just talk about it.

In advertising, listing features and benefits can be deadly dull - unless your audience actually wants to be told. A tech-obsessed teenager might drool over the specs of a new laptop. But busy people with no interest in being “sold to” need something different: a story they can step into.

A well-crafted ad creates a moment the viewer can relate to on their own terms. If it reveals a truth about life, human nature, or even makes them smile, it becomes more than an ad - it becomes an experience.

As Anton Chekhov famously said:

“Don’t tell me the moon is shining. Show me the glint of light on broken glass.”

A Gladhat Experiment

Recently, I put this principle to the test for a series of Gladhat ads aimed at business owners looking to outsource their marketing. The concept? 1990s office supplies - specifically, a humble eraser. The metaphor? Removing worry about branding.

Version 1: I started with the line “erase your doubts”. It was fine, but it was still telling not showing.

Version 2: I added the eraser to literally erase the words. This was better, but then I realized it could be read as a double negative: get rid of erasing your doubts. Not exactly confidence-inspiring.

Version 3: I stripped it down to just the word “doubts” being erased. Now, the image itself did the heavy lifting. The message was clear without needing to be explained. Showing had replaced telling.

Why Showing Wins

In image-based advertising, you often have just one shot, a single visual and slogan, to grab attention and say something that sticks. A little telling is still necessary (contact info, key product facts), but showing is what makes it memorable.

The leap from telling to showing isn’t always obvious. It’s the “creative leap” advertisers talk about, the moment you figure out how to reveal a problem being solved without spelling it out. Sometimes that means showing the emotional shift your customer experiences. Sometimes it’s about creating a setting or moment where the benefit is unmistakable.

And if you can do it with honesty, humour, or human truth, you’ll create a memory, not just a message.

If you’d like to explore how showing can make your brand unforgettable, drop me a line. I’ll show you.