Do you remember? Most of my clients do. Here, a gray-flecked carpet, an alien-like TV, a wool blanket, a stuffed turtle. Utter astonishment, uncomprehending. The moon, so white! Where was the third guy?
Fifty years later, I sat in a movie theater, pummeled by this documentary — and even knowing how it ended, I doubt if my heart went below 100 the whole time. Combined with intense nostalgia (the faces, the colors, the fashion!) and the force of the minimalist score, overwhelming.
No voiceover at all. No narration. The filmmakers showed, simply and artfully.
Of course, it’s usually impossible to avoid words, in film or on websites. But how can this foundational writer’s maxim show don’t tell apply to your copy?
Luckily, there’s a lot of great source material. From a fantastic Writers article: “Rather than asserting something for the reader to accept, “Show, don’t tell” writing transmits something for the reader to experience.”
Even on a website. Yes, it’s important to convey information. It’s just as crucial to draw your people in. Take a look at sites you love. How do they do it… or not? What can you learn?
Also, the rhythm and flow of your prose matters. Read it aloud. Get away for a while. Read it again. Then look at your imagery, colors, fonts. Put everything together. A unified expression?
Your answer may bring you back around and around, till all is ready.
