The short answer // Content that is will be successful for your business and industry is going to differ to others. It’s individual to you, your business and your audience.


Quick tips for making great content:

  • Personalisation is key, be yourself.
  • Use the 5:3:2 rule – For every 5 pieces of content you curate (get from other sources), post 3 items you’ve created and is relevant to your audience) and 2 personal and fun pieces that humanises your brand
  • Engage your audience: Interaction and contribution is an invaluable growth and reach tactic: Ask questions, start conversations and encourage user-generated content (UGC) through the use of a dedicated hashtag (add it to your bio and advertise it)
  • Short-form video and ephemeral (disappearing) content gets a great return on investment!
  • Be consistent: create an identity for your brand through the use of colour and style; design your feed to suit your branding guidelines


Through analysis of the data received from the traffic and interactions on your posts, you’ll be able to determine over a period of time what your audience positively responds to; create more content tailored to what they want using this information… The content you curate or create is not about you. It’s about answering the questions your audience has and it’s always best to show, not tell.



The technique of “show, don’t tell” originated from techniques taught to writers, that, when implemented allow the readers of their content to experience the story through their own thoughts, emotions and senses.

This is in opposition to the writer giving in-depth background information (exposition), explanation and descriptions

The concept is often attributed to Russian playwright Anton Chekov and is summed up perfectly in his words:

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

Checkov’s example of using show, don’t tell in practice:

TELL: “the moon is shining tonight”


SHOW: “ On the mill dam, a piece of glass from a broken bottle glittered like a bright little star, and the black shadow of a dog rolled past like a ball”.


Which version evokes greater emotion and a clearer mental image?




How people buy is not logical, it’s based on emotion.

Create emotion through informative, educational and/ entertaining content, and, as a result you’ll enjoy an increase in interactions, enquiries, conversations and sales (conversions). It’s a long game, not a short game. You have to get to know what your audience responds to, and that takes time and qualitative data to shape, stick with it.

‘Showing’ creates a point of difference from all the other businesses selling the same product. Very few businesses are original, and consumers know it.


A couple of examples:


TELL: an overweight person “just don’t eat too much, easy!” they’ll feel guilty after failing on day 3 and do the exact opposite as an emotional response to failure.

SHOW: an overweight person the life, mental and health benefits of losing weight, and evoke feelings of inspiration and enthusiasm; They are able to imagine how good their lives will be with better eating, fitness and energy, which evokes endorphin releasing emotions to motivate them.



TELL: a potential buyer that this is the house they want because it’s a great price, has a backyard, kitchen and toilet and you’re telling them what is on their checklist already; heard it all before, all houses have that. What makes this house a home? 

SHOW: a clean, warm, welcoming uncluttered house (with personal photos and belongings edited out), and talk (better, show video/photos) about how living in the area will benefit them, the neighbourhood vibe etc and they will imagine themselves moving in, adding their personal touches, creating a home and building a connection to a community.



Never assume your audience has the same knowledge as you. You’re great at what you do because of the in-depth knowledge you have on a specific topic. The tactic of ‘Show don’t tell’ is about guidance and example through education, on a level that your audience can understand and comprehend.




  • Provide evidence of the results
  • Use the product through demonstration,
  • Demonstrate how to get the most out of the product, (is there more than one way to use it?)
  • Prove how a product will improve their lives (or looks),
  • Walk-through what happens during the purchase process/appointment/ subscription
  • Provide reviews and honest feedback about feel/think about their purchase/experience (good and bad; transparency creates trust!)
  • How it helps them/solve their problem
  • Explain the technology in simple terms / visual
  • Give value: offer some of your knowledge or examples for free


If you tell a person to buy, to follow, to share, chances are, they won’t.

Show your audience how they’ll feel, how they benefit, what’s in it for them; you’ll increase your chances of evoking just the right amount of an emotional response that results in action from them.

Remember, your content is not about you, it’s about what your audience needs to answer questions they have, to build trust in your brand, and move towards the conversion (opt-in, purchase, enquiry, make a phone call etc)

Show your audience you understand and can relate to their problem and you want to solve it to help them.


Yes, the underlying reason is to build your business and create profit, but when you create a dialogue with your audience (by example instead of dictatorship), you develop trust, a relationship, connection with your brand.


“But, Claire, how contradictory, you’re telling me how to show”…

Whilst you may have that perception at face-value, what I’ve done by writing about showing, is to demonstrate how my services can help you by explaining the techniques (technology) in simple terms and giving you value by offering you some of my knowledge, for free.


How do you feel about that? 😉


Sneakly lil’ marketing mofo, out. X


P.S. If you’re feeling out of your depth, or thinking

“ain’t nobody got time for that!”,

drop me a line;

I’m happy to have a chat about your business goals and work alongside you to achieve them.


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