Effective endorsements show benefits. Telling is like shaking your fingers in someones face to get agreement. Showing with examples, metaphors or testimonies is more persuasive and action-oriented. In the recent Florida governor's race, a candidate's mother went on the air to tell us why her son was so wonderful and therefore deserved our vote. As my Mama would say, "consider the source". To begin with the source (his mother) is prejudiced. Secondly, the source is telling me as a voter to choose her son. Like most Baby Boomers, I don't like being told what to do without more information to persuade me.
No matter how much expertise you have, when you write an endorsement, your words have to fan the flames of reader interest not be a flame-thrower aimed at the reader. Look at the endorsement sample in my previous blog for the birthday party book. There are specific ideas for a variety of ages, checklists and party activities. Mentioning these SHOWS what this book has to offer rather than Telling a reader that the book is "great".
Think about an eBook or information product that you would endorse. Write a paragraph then highlight the words that "show" v. words that "tell". Re-write to make it more about "showing" and notice the difference.,
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