Practical Sales Training™ > How To Get Attention > The Show and Tell Effect
What is it?
People absorb information in many different ways. Where some like to read information, others like visual representations or videos to help them to understand. It’s important to offer your clients every opportunity to engage with you.
Why does it work?
It works because if you don’t appeal to a potential client’s learning style then they may simply not engage or understand what you are communicating.
How can you use it?
Communicating your message using images, videos and graphics where possible will maximise your chances of engagement. The simplest thing you can do is to use imagery that complements your written messaging and provides visual explanations of the subject matter.
Example:
A financial adviser offers a new service to help people save for retirement. On their landing page, they include:
-
A 60-second explainer video (for auditory and visual learners)
-
A downloadable PDF guide (for readers and researchers)
-
A one-page infographic showing the stages of saving (for visual thinkers)
-
An audio-only podcast episode on the same topic (for listeners on the go)
By catering to multiple learning styles, they dramatically increase understanding, engagement, and ultimately conversion.
See also
