Avis said, "We're second. So we try harder." The first sentence was indisputably true. They were second to Hertz in
car rental business, and everybody knew it. This lent credibility to second sentence. When heard or read, these two sentences were "converted" in minds of potential car renters to, "Since they must try harder, they'll make life easier for me." Then they rented from Avis, rather than Hertz. Business boomed with this slogan as underlying position in all sales messages.
How "Best" Works
Now suppose Avis had said, "We're best!"
"Who says?" would be kindest retort, as reader or listener turned quickly away to rent from Hertz.
Avis And Your Website
"We're best!" won't work in your advertising, on your website, or in your newsletter. Not one bit better than it would have worked for Avis. Surely we all know this. Why then do we see so many ads, newsletters, and sites that tell us they're best? Then go on to tell us what to do or think?
There are two reasons that come to mind right quick. First, some really do not understand that unsubstantiated claims will be ignored, or even turned against you. Second, it's easier and quicker to tell, rather than to demonstrate.
Good Books And Films
In quality stories, printed or filmed, you are never told that Duke is a really bad dude. You see him doing really bad things, then draw your own conclusions.
Good teachers don't tell; they provide their students whatever is needed to demonstrate point. Non-fiction writers do same. They seek to convince you of point they want to make by providing examples and references. And views of other authorities. All of which can be checked out.
Now Listen Up!
"Show, don't tell."
Do you believe this is true?
Not unless you already do. You'd need a whole lot of faith in me to accept this as truth on my word alone. In fact some would call you foolish if you did so.
Beyond providing answers to simple questions, such as how to get from here to there, telling folks fails. For one thing, people flat don't like to be told anything. For another, they always question authority of speaker. And many feel they know all that's needed, so don't want more from you or anybody else. Further, world is awash in, "My opinion is as good as yours."
