In the 1950s, a police show called Dragnet was one of the most popular things on TV.
One of the detectives, Sergeant Joe Friday, had a famous catchphrase:
“Just the facts, ma’am.”
That sounds like good advice, right?
So when you're selling something, shouldn’t you just give people the facts?
Well... not quite.
Because that’s not how human brains work.
When you pile on facts, people stop seeing what you’re saying.
Our brains become overloaded with information, and we struggle to retain it.
If someone says, “She’s kind, generous, patient, funny, and brave,” our brains tune out.
But if they say, “She once drove six hours through the night to rescue a stray dog,” we can clearly see her.
One vivid detail tells the whole story.
It’s showing, rather than telling.
Now look at your About Page, website, or LinkedIn profile.
Are you listing facts?
Or showing who you really are through story?
That’s how people connect with you in the first place… and it will be how they remember you, too.
As legendary marketer Seth Godin put it:
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
One of the few newsletters I look forward to.
— Dave Cunningham, Head of DesignOps @ NHS
