Writing Endorsements -Show Not Tell

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.,

Boost Name Recognition with Endorsements

New writers, or those changing genres, can build up credibility by writing endorsements. A quick way to do this is to endorse eBooks and other internet information products. Your name in that eBook is search-engine discoverable. That's another mention for a small project.


Years ago when I was breaking in to online ghostwriting, I did several endorsements and reviews. Here's a sample from an eBook titled, Planning a Perfect Birthday Party: 


    "Before you get wrapped up in what you like, pay attention to the golden rule of birthday parties: it's not about you. Planning A Perfect Birthday Party emphasizes that whether toddler, tween or teen, let your child choose the colors, theme and activities. There's also practical guidance on the numbers of guests and length of the party for each age group.

        Planning a Perfect Birthday Party is about organization, checklists, activities, tips, but most of all it's about making memories."

As endorser, your role is to read the material, relate it to your life experience or professional expertise and present highlights that show why this is worth reading. Get that - - - show, don't tell. More on that in the next blog on writing endorsements.