One of the most debated techniques in writing—whether in fiction, poetry, or marketing communications—is the balance between "showing" and "telling." While some argue that showing is superior because it immerses the reader in the experience, telling also plays a vital role in keeping content clear and concise.
Mastering the art of balancing both is essential for impactful storytelling, whether crafting a novel, a brand story, or a marketing campaign.
Understanding Show vs. Tell
Showing: This technique paints a vivid picture, engaging readers' senses and emotions. It allows the audience to experience the story rather than simply being informed.
Telling: This is a more direct approach, delivering information quickly without diving into descriptive or immersive details. It provides clarity and moves the narrative forward efficiently.
Both approaches are necessary; the trick is knowing when to use either effectively.
Show vs. Tell in Fiction and Poetry
In storytelling and poetry, the general advice is "show, don’t tell." This means bringing emotions, environments, and actions to life instead of stating them outright.
Example of Telling: "Sarah was nervous about her big speech."
Example of Showing: "Sarah’s fingers trembled as she clutched the paper, her heartbeat pounding like a drum in her ears."
The second version allows readers to feel Sarah’s nervousness rather than simply being told about it. However, imagine an entire novel written like this—it would be exhausting. That’s why telling still plays a role in pacing and preventing unnecessary detail.
When to Show in Fiction & Poetry
When conveying deep emotions or high-stakes moments.
When setting a scene or creating an atmosphere.
When revealing character traits through actions rather than direct descriptions.
When to Tell in Fiction & Poetry
When providing background information efficiently (e.g., "It had been three years since she last saw him.")
When transitioning between scenes without unnecessary details.
When summarizing less significant events that keeps the pacing tight.
Show vs. Tell in Marketing Communications
Marketing, advertising, and branding thrive on storytelling, but a balance between showing and telling is crucial. Unlike fiction, marketing requires a mix of emotion-driven engagement and clear messaging.
Example of Telling in Marketing: "Our skincare product is the best because it hydrates and rejuvenates your skin."
Example of Showing in Marketing: "Imagine waking up to soft, radiant skin—hydrated, fresh, and glowing. That’s the magic of our skincare formula."
The second version makes the customer experience the product benefits rather than just stating them.
When to Show in Marketing Communications
When crafting brand stories or emotional connections with audiences.
In advertising, where visuals and narratives need to engage consumers.
When using testimonials and user experiences to build credibility.
When to Tell in Marketing Communications
When explaining product features clearly.
In calls to action (e.g., "Sign up today for a free trial!").
In technical or instructional content requiring clarity.
How to Balance Show vs. Tell Across Different Types of Writing
Start with Showing, Then Clarify with Telling Example: Begin an ad with an engaging story, then wrap up with a clear call to action.
Use Showing for Emotional Impact & Telling for Clarity Example: A brand story should immerse the reader, but product descriptions should be direct.
Read Your Writing Aloud If your writing feels too slow, you might be showing too much. If it feels too flat, you might be telling too much.
Edit with Intent In fiction, ask: "Does this scene need more immersion?" In marketing, ask: "Is my message clear and persuasive?"
Mastering the balance of show vs. tell is a skill that enhances all forms of writing, from storytelling to marketing copy. Knowing when to immerse your audience and when to deliver direct information can make all the difference in engaging and persuading your readers. Whether you're writing a novel, a brand campaign, or a social media post, blending both techniques will help you create compelling, effective content.
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