I recently watched a YouTube video on examples of “Show, don’t tell” in movies. 

Broadly speaking, there are two ways to approach this technique.

One way is explicit, where you tell it like it is. 

The video gave an example from the new Netflix show "Three-Body Problem." 

In one scene, two scientists are conversing in a room. 

Their dialogue provides useful information about the world and the narrative.

But it feels unnatural, almost as if they are meeting for the first time. 

This is pure telling.

Because the characters' conversation lacks authenticity, even in the context of the movie.

On the other hand, there’s effective telling, or “showing.” 

A classic example is Darth Vader's line, “I am your father.” 

On its own, it's direct and explicit, but it carries the weight of shock, surprise, and all the storytelling that precedes it. 

Another example from the video is a scene from "Breaking Bad." 

I might be butchering the scene here, but the gist is this:

Instead of stating that Walter’s family is poor, they show his son complaining about a broken hot water shower, revealing the family's financial struggles without explicitly saying so.

Showing, not telling, can be a natural way to weave sales messages into your emails. 

But how do you do it?

The easiest way is to use proof. 

Let reviews do the talking. 

It’s the most explicit way of “showing.”

But there’s also another powerful technique:

Personification

That means giving human qualities to abstract concepts. 

Here’s an example:

“Their businesses were limping on crutches. But with our help, their growth exploded, sprinting past new revenue records each month.”

Obviously needs more work, but you get the point.

Personification works because it makes your offer, features, and sales arguments much easier to visualise.

Confusion is truly the sales killer. 

So best not to be too abstract about it.

The good news is?

You don’t have to go overboard with personification. 

Just one or two instances are often enough. 

It will not only make your message more interesting but also stickier. 

When your readers can visualise it, they can accept it more readily.

So…

If your email marketing feels like that lazy project manager who does nothing but the bare minimum, let me know.

I’ll whip it into shape, turning him into a diligent yes-man that works tirelessly for you.