Millennials can smell marketing-speak a mile away. So why does higher ed still write things like this? "[Insert school here] delivers an exemplary learning experience that engages the best and brightest people, challenging them to meet ever-higher standards in the classroom and beyond." "Show, Don't Tell" is a communication tactic that presents sensory details and substantive facts and lets people come to their own conclusions. It's easy to tell people what you want them to think, but when you give them the freedom to reach their own conclusions, they'll believe them. In "Secrets of Show Don't Tell," David Poteet (President, NewCity) outlines the essentials of this communication tool and shows you colleges and universities that are doing it well.

1. Secrets of Show Don’t Tell
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5. http://www.rhw.com/youll-laugh-youll-cry/
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6. Show Don’t Tell
1.Give sensory details and substantive facts.
2.Let them come to their own conclusions.
3.They’ll realize it with far greater conviction.
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7. Illustrations by Ryan Bahm © 2012
Sensory Details
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9. Substantive Facts
Favorite Higher Ed Facts:
- Average class size
- Teacher to student ratio
- # of majors
- # of student organizations
- # of countries students come from
But what proves your key messages?
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10. Show Don’t Tell is NOT
Just adding pictures and video to your website.
It is content of any sort (including text) that
demonstrates or proves important truths about your
organization.
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11. Top Things Higher Ed Likes to Tell
Academic quality
Top faculty
Beautiful location
Global perspective
Hands-on, real-world learning
Small / Big / Just Right
Diversity
Prepare you for success
Fun student life
Affordable
Wednesday, July 3, 13

12. Tell me about your study abroad program
The Spoleto Study Abroad Summer Session is an intensive
interdisciplinary program focusing on the arts and humanities for
high school students, ages 15-19, interested in instrumental or
vocal music, visual arts, photography, creative writing or drama.
Students are given the opportunity to explore their academic and
artistic interests through exposure to an integrated style of
learning in a unique European se ing. The mission of the program
is to provide a challenging and innovative experience for students
who have the desire to expand their knowledge while immersed
in a diverse and vibrant culture.
Wednesday, July 3, 13

13. Tell me about your study abroad program
The Spoleto Study Abroad Summer Session is an intensive
interdisciplinary program focusing on the arts and humanities for
high school students, ages 15-19, interested in instrumental or
vocal music, visual arts, photography, creative writing or drama.
Students are given the opportunity to explore their academic and
artistic interests through exposure to an integrated style of
learning in a unique European se ing. The mission of the program
is to provide a challenging and innovative experience for students
who have the desire to expand their knowledge while immersed
in a diverse and vibrant culture.
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14. How could you show?
intensive
interdisciplinary
integrated
unique
challenging
innovative
diverse
vibrant
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15. On any given higher ed site you might find...
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16. Who are the faces of Emory & Henry? They are students,
professors, staff members, alumni.All parts of our college
community, yet they all look different, representing a world of
values, beliefs, and interests.
There are the students – bright, vibrant, excited to get involved
and affect positive change in the world. And the professors, a
group of men and women who not only teach but form strong
friendships with their students.There are the alumni, the Emory
& Henry students of years past, who look back on their time
here with nostalgia and appreciation.
All of these faces look different. Each person comes here with
individual goals, personal motivation. But at Emory & Henry, they
are unified by fundamental principles – freedom, civic justice,
service to others, and respect for their peers.They make up the
face of Emory & Henry.
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17. My son is looking at schools in Virginia
What can you tell me about Emory & Henry?
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18. Ten students cross the quad laughing to each other. Professor
Martin takes the front steps of the dorm two at a time and
holds the door open.
One whispers,“I can’t believe we’re doing this.”
The group gathers in front of room 312. Professor Martin
knocks twice.The door opens to wide eyes followed by
“Dr. Martin, oh – I totally overslept…”
“No problem Jen. It’s not the same without you, so we thought
we’d bring class to you this morning. Mind if we come in?”
“Um, sure, I guess, it’s a mess, I mean sure – come in guys.”
On Friday,April 23rd,“PHIL 211 History of Ancient and Medieval
Philosophy” was eleven students and their professor in a dorm
room made for two.
This is Emory and Henry College.
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19. My son is looking at schools in Virginia
What can you tell me about Emory & Henry?
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20. Uncovering great “show” material
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21. Uncovering great “show” material
Tell me a story about someone or something that
exemplifies your institution at its best
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22. Uncovering great “show” material
Tell me a story about someone or something that
exemplifies your institution at its best
You’re talking to someone at a college fair, and they ask
you about your program in ______. What do you tell
them to prove it’s great?
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23. Uncovering great “show” material
Tell me a story about someone or something that
exemplifies your institution at its best
You’re talking to someone at a college fair, and they ask
you about your program in ______. What do you tell
them to prove it’s great?
How do you describe your institution to someone who’s
trying to figure out if it’s the right fit for them?
Wednesday, July 3, 13

24. Uncovering great “show” material
Tell me a story about someone or something that
exemplifies your institution at its best
You’re talking to someone at a college fair, and they ask
you about your program in ______. What do you tell
them to prove it’s great?
How do you describe your institution to someone who’s
trying to figure out if it’s the right fit for them?
If you could drop me into the middle of three experiences
that would make me love your institution, what would
they be?
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25. University of Portsmouth
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29. The teaching buildings are in close proximity to halls of residence
and the city centre and you will have access to the latest facilities in
a modern and comfortable environment. The University has added
an £11 million extension to the library, making it a modern, light and
attractive space for learning. It has ample study spaces, a new
café, more spaces for books and journals and open access areas
for IT. There is also continuing development of excellent elearning
resources. In addition, ICJS has designated forensic facilities
(including a forensics house and forensics vehicle), where crime
scenes are simulated and students are asked to undertake a broad
range of practical detection and recovery techniques therein.
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30. The teaching buildings are in close proximity to halls of residence
and the city centre and you will have access to the latest facilities in
a modern and comfortable environment. The University has added
an £11 million extension to the library, making it a modern, light and
attractive space for learning. It has ample study spaces, a new
café, more spaces for books and journals and open access areas
for IT. There is also continuing development of excellent elearning
resources. In addition, ICJS has designated forensic facilities
(including a forensics house and forensics vehicle), where crime
scenes are simulated and students are asked to undertake a broad
range of practical detection and recovery techniques therein.
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31. Research Methods
6 Focus Groups using KJ Method
One-on-one interviews with first-
year Portsmouth students
Carewords survey with 288 people
from all audiences
Analysis of search logs
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32. Misperceptions about
Portsmouth
Depressed former naval town
Sideways rain
Not academically-minded
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33. Top questions and info sought
Courses (Majors)
Reviews & rankings
Costs
Accommodation
Location
Atmosphere
Entry requirements & application process
Jobs & careers
Student life
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34. Top choice and fit factors
Having a great
experience
Student resources
Setting & Location
Easy affordable,
things nearby
Can you relax in the
place?
Atmosphere,
environment
Good student work
space/equipment
Feel safe
Entry requirements
Near shops
Lecturers are
approachable, think
well of their students
Course: content,
structure
Accreditation
After graduation jobs Ranking
Get on with other
students
Cost of living
Opportunities as a
student
Got the info I
needed at the end of
preview day
Is it enjoyable? (Course) matches
the job I want
Easy to get home
GREAT
EXPERIENCE
GOOD LOCATION
THE RIGHT
COURSE
RESPECTED AFFORDABLEFIT IN
FRIENDLY &
HELPFUL
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35. Portsmouth is NOT
Traditional, old buildings, ivy and tranquil quads
Pretentious
High pressure
Quiet college town
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36. Personas
Maria
• works hard, has good college
scores
• wants to study International
Relations & Spanish
• Wants to work at an embassy
• Considering going on to a
postgraduate degree
Daniel
• good student but has struggled
academically
• doesn’t test well due to slight
dyslexia
• not sure which course he’ll take,
maybe computing & technology
• can he get help & not be
stressed out?
Christian
• international student
finishing his IB
• UK degree is more respected
by employers
• wants to be able to work
outside his home country
• Getting recommendations
from a local agency
Sophie
• In her early 30s, took time
out from school to start a
family
• Currently enrolled in college
• wants to become a teacher
• Can only consider universities
nearby
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37. Portsmouth Bournemouth Plymouth Brighton Southampton
Leading modern
university with strong
reputation for teaching &
research
Bright Ideas, Bright People The Enterprise University A leading professional
university
Combines academic
excellence with innovative,
entrepreneurial approach
to research
High quality teaching reputation for excellence in
teaching
Excellence in teaching &
support
Teach you differently (by top
researchers)
strong reputation for research world-class research strong research record Research is our lifeblood
Many academics are int’l
leaders in their fields
Academic expertise taught by and work alongside
world class experts
taught by top researchers
Great student satisfaction
great social experience
Powerful player in economic &
cultural life of SW England
Strong in Arts
Outstanding facilities Investing in facilities Facilities fit for 21st Century Investing in facilities
Real-life learning Embed employability skills
throughout experience
help you get ready for your
future
Emphasis on employability,
excellent links with industry
Business connections / strong
professional orientation
Career-focused
Focus on enterprise The Enterprise University
Great waterfront location Great location/cosmopolitan Great location Outstanding locations
Innovative, pioneering Dynamic & innovative Innovative & relevant take your place at the cutting
edge
Flexible degrees designed
around you
focus on your talent
Come a long way in a short
time
A leading post-1992 university
Friendly, supportive friendly and welcoming place
international institution help you explore a range of
global challenges
vibrant, inspiring vibrant and dynamic campus
remain true to values of social
inclusion
Opportunities for people at all
stages of life
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38. University of Portsmouth | Audience Research & Recommended Site Architecture
Modified:Wed Feb 20 2013
7
COMPETITIVE MESSAGING
What are you and your top competitors saying about yourselves online? What is unique or
distinctive?
Claims of Particular Strength / Expertise
• Institute of Biomedical and Biomolecular
Sciences
• The Centre for European and
International Research
• The Institute of Cosmology and
Gravitation
• Applied research with business, industry,
and the public and voluntary sectors
• Arts & Humanities - Faculty of Creative
and Cultural Industries
• Environment
• Ageing
No mention of criminal justice or languages
as areas of particular strength?
University of Portsmouth
Main Message
Leading modern university with strong reputation
for teaching and research (have to dig to get this)
Supporting Messages
• High quality teaching
• Many academics are international leaders
in their fields
• Great student satisfaction
• Outstanding facilities
• Real-life learning
• Emphasis on employability, excellent links
with industry and a strong record of
student employability
• Focus on Enterprise
• Great waterfront location / city
Evidence in support of claims
• Highest possible rating in QAA audit
• Over 240 innovative courses
• Top 30 mainstream universities for
overall student satisfaction - 85% satisfied
or very satisfied
• All new students are allocated a personal
tutor
• Maths Café
• Real Life Learning page - Simulated
learning environments like Forensics
house, mock Courtroom etc.
• >89% of our graduates* are in
employment or further study and
training.
• Over £74 million invested in making
learning, sport and leisure spaces the best
possible between 2001–2010
• Highlight specific great places in City
Portsmouth
Plymouth University
Main Message
The Enterprise University
Supporting Messages
• Dynamic and innovative
• World-class research - be taught by and
work alongside world-class experts
• Reputation for excellence in teaching
• Embed employability skills throughout
experience
• Remain true to values of social inclusion
• Students as partners in enhancing the
academic experience
• Great location
Evidence in support of claims
• Increased ranking in all 4 league tables
• Awards for academic standards/quality
• One of highest graduate employability
rates (91% going on to employment or
further study, 71% at graduate-level jobs
or further study w/i 6 mo.)
• Investing in ICT infrastructure
• New business centre
• Hiring lots of new academics (150 over 3
yrs)
• High quality research (improvements in
RAE, publications)
• Festival of Design and Innovation
Claims of Particular Strength / Expertise
• medicine
• architecture
• business and pharmacy
• sport science
• education
• engineering
• fashion design
• sustainability
• ageing
• diabetes
• gun crime
• social inclusion
University of Southampton
Main Message
Combines academic excellence with innovative,
entrepreneurial approach to research
Supporting Messages
• Engage and challenge students and staff in
their pursuit of learning
• Research is our lifeblood
• Strong in Arts
• friendly and welcoming place, with a
vibrant and dynamic campus culture.
• Take your place at the cutting edge
We will:
• teach you differently (by top researchers)
• focus on your talent.
• help you explore a range of global
challenges.
• help you get ready for your future.
• offer you a great social experience
Evidence in support of claims
• One of the top 3 modern universities
• top 50 in UK, 'most improved' in 2008
RAE with 80% judged of international
repute
• Investing in facilities
Claims of Particular Strength / Expertise
(have to dig in Research area to find)
• Forensic archaeology
• Art & Design - Computer animation
• General Engineering
• Communication, Cultural and Media
Studies
Evidence in support of claims
• ...wide range of learning methods such as
field trips, laboratory study, excavations,
private and public sector placements, and
group projects
• Cool glacier field trip
• We have a flight simulator!
• Lots of career preparation activities &
services
• Lots of meaningless stats from career
office
• 6 campuses in all
• new £8.5 million Jubilee sporting
complex based at the Highfield campus
• > 200 clubs and societies - everything
from Aikido to Windsurfing.
• our arts venues have won national and
international recognition.
Bournemouth University
Main Message
Bright Ideas, Bright People.
Supporting Messages
• Innovative, international institution
• Academic expertise
• Flexible, degrees designed around you
• Business connections/strong professional
orientation
• Pioneering / integrated entrepreneurial
approach to study
• Come a long way in a short time
• Great location / cosmopolitan
• Powerful player in economic & cultural
life of SW England
• Friendly, supportive
• Inspiring, vibrant
Claims of Particular Strength / Expertise
(have to dig in Research area to find)
• marine and coastal
• technology
• computer science
• environmental
• economic and social sustainability
• creative and cultural economies
• health
• nursing and biomedicine
• dentistry
• pedagogic research/innovation
Evidence in support of claims
• One of best teaching quality ratings in
the UK, selected as Centre for
Excellence in Teaching & Learning
• received 5 National Teaching Fellowships
• more Brighton academics working at
international standards of excellence than
any other post-1992 university
• >88% of grads, postgrads and diplomates
went into employment or further study
and training
• Pioneered the UK's first degrees in
computing, podiatry and sports
journalism.
• Careers service is in regular contact with
> 1800 businesses and organisations who
post vacancies and attend our events and
careers fairs.
• > £100 million has been invested in our
learning environment (includes examples)
University of Brighton
Main Message
A leading professional university
Supporting Messages
• A leading professional university
• Innovative and relevant
• Career-focused
• Opportunities for people at all kinds of
life and career stages
• Strong research record
• A leading post-1992 university (how
many prospective students care?)
• Facilities fit for 21st century
• Excellence in teaching & support
• Outstanding locations
Claims of Particular Strength / Expertise
Nothing is pointed out at the higher levels of the
site.You can infer some from the list of Research
Centres and the research headlines.
"Our researchers are tackling the most pressing
challenges facing society today, including climate
change, global health and renewable energy."
Red = unique message
Green = a version of career, employability, real-life learning message
Wednesday, July 3, 13

39. Claims of Particular Strength / Expertise
• Institute of Biomedical and Biomolecular
University of Portsmouth
Main Message
Leading modern university with strong reputation
for teaching and research (have to dig to get this)
Supporting Messages
• High quality teaching
• Many academics are international leaders
in their fields
• Great student satisfaction
• Outstanding facilities
• Real-life learning
• Emphasis on employability, excellent links
with industry and a strong record of
student employability
• Focus on Enterprise
• Great waterfront location / city
Evidence in support of claims
• Highest possible rating in QAA audit
• Over 240 innovative courses
• Top 30 mainstream universities for
overall student satisfaction - 85% satisfied
or very satisfied
• All new students are allocated a personal
tutor
• Maths Café
• Real Life Learning page - Simulated
learning environments like Forensics
house, mock Courtroom etc.
• >89% of our graduates* are in
employment or further study and
training.
• Over £74 million invested in making
learning, sport and leisure spaces the best
possible between 2001–2010
• Highlight specific great places in City
Portsmouth
Plymouth University
Main Message
The Enterprise University
Supporting Messages
• Dynamic and innovative
• World-class research - be taught by and
work alongside world-class experts
• Reputation for excellence in teaching
• Embed employability skills throughout
experience
• Remain true to values of social inclusion
• Students as partners in enhancing the
academic experience
• Great location
Evidence in support of claims
• Increased ranking in all 4 league tables
• Awards for academic standards/quality
• One of highest graduate employability
rates (91% going on to employment or
further study, 71% at graduate-level jobs
or further study w/i 6 mo.)
• Investing in ICT infrastructure
• New business centre
• Hiring lots of new academics (150 over 3
yrs)
• High quality research (improvements in
RAE, publications)
• Festival of Design and Innovation
Cla
Evidence in support of claims
• One of the top 3 modern universities
• top 50 in UK, 'most improved' in 2008
RAE with 80% judged of international
repute
• Investing in facilities
Claims of Particular Strength / Expertise
(have to dig in Research area to find)
Bournemouth University
Main Message
Bright Ideas, Bright People.
Supporting Messages
• Innovative, international institution
• Academic expertise
• Flexible, degrees designed around you
• Business connections/strong professional
orientation
• Pioneering / integrated entrepreneurial
approach to study
• Come a long way in a short time
• Great location / cosmopolitan
• Powerful player in economic & cultural
life of SW England
• Friendly, supportive
• Inspiring, vibrant
Claims of Particular Strength / Expertise
(have to dig in Research area to find)
Evi
U
Ma
A le
Su
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40. Claims of Particular Strength / Expertise
• Institute of Biomedical and Biomolecular
Sciences
• The Centre for European and
International Research
• The Institute of Cosmology and
Gravitation
• Applied research with business, industry,
and the public and voluntary sectors
• Arts & Humanities - Faculty of Creative
and Cultural Industries
• Environment
• Ageing
No mention of criminal justice or languages
as areas of particular strength?
with industry and a strong record of
student employability
• Focus on Enterprise
• Great waterfront location / city
Evidence in support of claims
• Highest possible rating in QAA audit
• Over 240 innovative courses
• Top 30 mainstream universities for
overall student satisfaction - 85% satisfied
or very satisfied
• All new students are allocated a personal
tutor
• Maths Café
• Real Life Learning page - Simulated
learning environments like Forensics
house, mock Courtroom etc.
• >89% of our graduates* are in
employment or further study and
training.
• Over £74 million invested in making
learning, sport and leisure spaces the best
possible between 2001–2010
• Highlight specific great places in City
Portsmouth
academic experience
• Great location
Evidence in support of claims
• Increased ranking in all 4 league tables
• Awards for academic standards/quality
• One of highest graduate employability
rates (91% going on to employment or
further study, 71% at graduate-level jobs
or further study w/i 6 mo.)
• Investing in ICT infrastructure
• New business centre
• Hiring lots of new academics (150 over 3
yrs)
• High quality research (improvements in
RAE, publications)
• Festival of Design and Innovation
Cla
Evidence in support of claims
• One of the top 3 modern universities
• top 50 in UK, 'most improved' in 2008
RAE with 80% judged of international
repute
• Investing in facilities
Claims of Particular Strength / Expertise
(have to dig in Research area to find)
• Forensic archaeology
• Art & Design - Computer animation
• General Engineering
• Communication, Cultural and Media
Studies
• Great location / cosmopolitan
• Powerful player in economic & cultural
life of SW England
• Friendly, supportive
• Inspiring, vibrant
Claims of Particular Strength / Expertise
(have to dig in Research area to find)
• marine and coastal
• technology
• computer science
• environmental
• economic and social sustainability
• creative and cultural economies
• health
• nursing and biomedicine
• dentistry
• pedagogic research/innovation
Evi
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41. What we wanted people to realize
Portsmouth has the right course for me
A place where I can succeed
Real-life learning - ALL courses required to have work-related
learning.
Excellent career help, with strong business connections
Students love Portsmouth, proven by rankings, student reviews, lots
of social activities
Teachers who love to teach and care about the success of their
students
Seaside location, lovely campus in the heart of a thriving city
Atmosphere - friendly, supportive and open
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42. Wednesday, July 3, 13

43. Wednesday, July 3, 13

44. Campus Visit - The Ultimate “Show”
Wednesday, July 3, 13

45. Drew University
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46. Johnson State College
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47. Of course the proof isn’t what a bunch of
higher ed communication professionals
think :-)
Wednesday, July 3, 13

48. How can you tell what your site is showing?
Brand perception test or survey before and after site visit
5 Second Test (h p://www.fivesecondtest.com)
Wednesday, July 3, 13

49. Secrets of Show Don’t Tell
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50. Secrets of Show Don’t Tell
1. Distill what you want people to believe about you that is
both authentic and distinctive.
Wednesday, July 3, 13

51. Secrets of Show Don’t Tell
1. Distill what you want people to believe about you that is
both authentic and distinctive.
2.Uncover the evidence you have to demonstrate these
truths.
Wednesday, July 3, 13

52. Secrets of Show Don’t Tell
1. Distill what you want people to believe about you that is
both authentic and distinctive.
2.Uncover the evidence you have to demonstrate these
truths.
3.Explore how to “frame” that evidence in ways that will
appeal to your audiences. Good storytelling is key.
Wednesday, July 3, 13

53. Secrets of Show Don’t Tell
1. Distill what you want people to believe about you that is
both authentic and distinctive.
2.Uncover the evidence you have to demonstrate these
truths.
3.Explore how to “frame” that evidence in ways that will
appeal to your audiences. Good storytelling is key.
4.Choose 2-3 different media can you use to convey the
evidence.
Wednesday, July 3, 13

54. Secrets of Show Don’t Tell
1. Distill what you want people to believe about you that is
both authentic and distinctive.
2.Uncover the evidence you have to demonstrate these
truths.
3.Explore how to “frame” that evidence in ways that will
appeal to your audiences. Good storytelling is key.
4.Choose 2-3 different media can you use to convey the
evidence.
5. Make a plan to develop this content on an ongoing basis.
Wednesday, July 3, 13

55. Secrets of Show Don’t Tell
1. Distill what you want people to believe about you that is
both authentic and distinctive.
2.Uncover the evidence you have to demonstrate these
truths.
3.Explore how to “frame” that evidence in ways that will
appeal to your audiences. Good storytelling is key.
4.Choose 2-3 different media can you use to convey the
evidence.
5. Make a plan to develop this content on an ongoing basis.
6.Reduce “telling” language and trust your audiences.
Wednesday, July 3, 13

56. Questions?
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