"Don't tell, show" is a thing writers might say to you, but I say, "don't tell or show, but help discover"

Nobody likes to be told, some might like to be shown, but most I reckon like to discover.
When we make discoveries, aided or otherwise, it makes a deeper impression.
It’s the basis of why we share posts on social media. We discover something that we find funny, insightful or inspirational. Then we share it as it represents something we found and identify with, but we also share as it increases self-esteem. We will now get others to look at it and, hopefully, ‘Like’ it. If they do, that means they are paying us a compliment for our discovery.
In marketing, we want people to be on a journey and discover how our product or service can help them or their organisation. The most powerful way we can do that is to help them on their journey of discovery.
If journeys do not turn up a discovery, then what is the journey for? It’s going to be a dull experience, isn't it? Imagine going on a trip around the world and having nothing to report at the end of it. The point is to discover people, places, smells, tastes, and experiences, the things that we remember and to which we will still be referring years later. We found them, they changed us, and we want to pass on this to others. Ok, so some of us take this a little too far, and make holiday videos and thrust them onto any poor person with the misfortune to cross our path (guilty!).
So, let's say you have a product or service that you feel your prospects need. Now, there are going to be a number of reasons and explanations that you can give to your prospects as to why they should be interested in your product. You can tell them all this type of news. You might even cut to the chase and get all their pains, and know that the solution to their pains is [your product] from the outset.
If we shove the answer right in their face from the very start, it may well be too much too soon. The answer—our product or service— might not even make any sense, so we have to build a story around why it’s a great and perfect fit to their needs.
But imagine that they discover that your product is great. What happens is that they then own that discovery, and it becomes a moment of pride, a learning episode they found for themselves. It becomes theirs. It’s their discovery and they will be proud to have found the answer. It’s a very normal thing to then tell others about their discovery, because of that pride factor.
Give it a thought next time you sit down to put fingers on that keyboard.
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