Show, Don’t Tell: The Secret to Creating Marketing That Converts

I recently took my kids to Hamleys, their absolute favourite toy store. From the moment we stepped in, it felt like magic—bright lights, music, happy chatter, and floors of shelves stacked with every kind of toy you could imagine. As we wandered through the aisles, the energy from the staff was contagious. They weren’t just standing there; they were playing, laughing, and bringing the toys to life right in front of us. They didn’t just explain what the toys could do; they showed us, which meant that my kids got to see cars zooming, rockets launching, and dolls doing their thing. It was like getting a preview of the fun we’d have if those toys came home with us. And you know what? They were hooked. They could picture it so clearly—the excitement, the adventures—and so could I.

The result? We ended up buying the toys that had been demonstrated to us. We didn’t pick them because of their packaging or a description on a shelf. We chose them because we had a sneak peek into how they could fit into our lives. That experience got me thinking: there’s a powerful lesson here for business.

Marketing isn’t just about talking about your product or service. It’s about showing people what their life could be like if they had it. It’s about solving a problem, sparking joy, or creating convenience in a way that feels real and relatable. 

Now, imagine translating that same approach into your business. How can you show, rather than tell, your audience what your product or service can do for them? Let’s have a look at ways you can apply this idea to your marketing content.

Why Show, Don’t Tell Marketing Works

There’s something special about seeing a product come to life. It’s not just about features or descriptions; it’s about creating a moment where someone can imagine the product as part of their world. Think about it: when you see something in action, it answers all those little questions you didn’t even know you had. How does it feel? How does it work? What would it be like to have this in my life?

That’s what happened to us at Hamleys. Seeing the toys in motion made them irresistible. My kids weren’t just looking at boxes; they were picturing themselves using those toys and feeling the same feelings that would come from playing with them. And as a parent, I could see the joy those toys would bring to them. It felt real, not theoretical.

Doing this is such a powerful tool for any business. Instead of telling your customers why your product or service is great, show them. Let them experience it through a video, a demonstration, or even a story. If you’re a baker, don’t just talk about how delicious your cakes are; show someone cutting into a fluffy, beautifully layered cake. If you’re a home organiser, share a before-and-after video of a cluttered space transformed into a serene retreat. These little moments don’t just inform; they inspire.

Demonstrations work because they make your product or service feel tangible. They turn curiosity into connection. And when people feel connected, they’re more likely to trust you and your business. That’s the magic of showing, not just telling.

Bringing Demonstrations to Content Creation

The great news is that you don’t need a store full of toys to capture the power of a good demonstration. Any business can bring this idea to life in so many ways by weaving demonstrations into their marketing content. Here are a few simple yet effective approaches:

Videos

Nothing beats the immediacy of a video. Whether it’s a quick tutorial, a product walkthrough, or a “how-to” guide, videos let your audience see your product in action. For example:

• A skincare brand could showcase how their moisturiser absorbs quickly without leaving a greasy residue.

• A coffee roastery might film a step-by-step guide to brewing the perfect cup using their beans.

• A furniture maker could create a time-lapse of a handcrafted table being built from start to finish.

  
  

Videos are engaging and shareable, making them an incredibly effective tool for demonstrating the value that your product or service offers.

Customer Stories

Your happy customers are your best advocates. Sharing their stories helps potential customers see the impact your product or service can have. These could be:

• Testimonials where customers describe how your product solved a problem.

• Case studies that share how your service transformed someone’s experience in more detail than a testimonial does.

• User-generated content, like photos or videos of customers enjoying your product in real life.

These stories showcase your product, build trust, and create a feeling of authenticity, which are key for connecting with your audience.

Interactive Content

People love to feel involved, and interactive content is a great way to let them experience your product or service before they buy. Some ideas include:

• Offering free samples or trials so customers can try your product or service.

• Creating quizzes or tools that help people choose the right product for their needs.

• Hosting live demos or webinars where you answer questions and show off your product in real-time.

  
  

Interactive content invites your audience to engage with your business and builds a sense of connection and familiarity.

As you can see, bringing demonstrations into your content creation doesn’t have to be complicated. It’s about finding ways to show your audience the value that you offer in a way that feels real and relatable. 

Conclusion

Reflecting on my visit to Hamleys, the lesson is clear: Show, Don’t Tell Marketing works. People connect with what they can see, feel, and imagine in their own lives. Marketing works best when it’s not just about selling but about showing the value your product or service has to offer.

What’s more, while demonstrations create connection, they also help reduce hesitation. When you show your product and service, you’re answering questions and addressing concerns that your customers didn’t even know they had. It’s about making them feel confident enough to say, “Yes, this is exactly what I need.”

So, here’s my challenge to you: what’s one way you can bring your product or service to life this week? Maybe it’s a quick video showing how your product works, a story from a happy customer, or even a behind-the-scenes look into your process. Pick one idea and run with it. Your audience is ready to see what you have to offer.