Using "Show, Don't Tell" in Ghostwritten Blog Content

04 May, 2025

More Than Just Words on a Page

Think about describing your favourite meal to someone. You could just say, "It was delicious." That's telling. It's efficient, sure, but does it make their mouth water? Probably not.

Now, imagine you describe the sizzle as it hit the pan, the aroma of garlic and herbs filling the air, the way the sauce clung perfectly to the pasta, the burst of flavour when they finally take a bite.

That's showing. You're not just giving information; you're creating an experience, making them feel it.

That's exactly what you need to do in your blog writing, especially as a ghostwriter. In a world overflowing with content – much of it now churned out by AI that’s pretty good at telling – your ability to show is what sets you apart.

Readers are tired of dry facts and vague claims.

They want to connect, to feel understood, to see the proof. This is even more critical when you're writing for someone else; you need to make their expertise come alive in a way that feels real and valuable to the reader.

The principle we're talking about is "Show, Don't Tell" (SDT). It’s an old idea from storytelling, but trust me, it's pure gold for business blogging today.

It’s about guiding your reader through experiences using actions, senses, and specific details, instead of just spoon-feeding them conclusions. It turns abstract ideas into something solid they can grasp.

This guide is about putting SDT to work for you, the ghostwriter. We'll look at the challenges – like getting those juicy details from your client and making sure their voice shines through – and give you practical ways to use SDT to make your ghostwritten blogs more engaging, more convincing, and ultimately, more valuable.

This isn't just about better writing; it's about proving your worth in a changing market.

Let's dig into what showing really means and how you can start doing more of it.

Unpacking "Show, Don't Tell": Letting Your Reader See for Themselves

What's the Real Difference? Experiencing vs. Explaining

At its core, SDT is about immersing your reader. Think of it as the difference between reading a report about a place and actually being there.

• Telling: This is the direct route. You state facts, summarize, explain. "The company culture was toxic." Quick, but flat. It relies on the reader trusting your judgment without seeing the evidence.

  In my experience, this is where a lot of generic content (including AI-generated stuff) lives.

• Showing: This is about painting a picture with concrete details – actions, senses (sight, sound, smell, etc.), dialogue, specific examples. Instead of saying the culture was toxic, you might describe team members avoiding eye contact, the constant hushed complaints, or the manager publicly blaming an employee for a minor error.

  You let the reader connect the dots and feel the tension themselves. You provide the evidence; they draw the conclusion.

Showing uses vivid, specific details to make abstract ideas (like "success" or "difficulty" or "anger") feel real and specific.

Why Showing Wins Hearts (and Clicks)

Using SDT isn't just fancy writing; it’s smart strategy, especially for you. Here’s why it works so well for blog audiences:

• Builds Real Connection: You can't tell someone to trust you or feel something. You have to show them why. Describing the frustration of a common problem ("Searching through scattered files, your deadline ticking closer...") resonates more than just stating "Disorganization is bad."

  By depicting relatable situations and emotions, you tap into the reader's own experiences. They think, "Yeah, I've been there." This builds empathy and trust – things AI struggles to genuinely create. This connection is crucial for keeping readers engaged and loyal to the content (and the author you're writing for).

• Makes it Memorable and Real: Showing puts the reader in the scene. Using sensory details and describing actions creates mental images that stick.

  Think about it – you remember stories and examples far better than dry lists of points. In a world saturated with information, making your content memorable is key. Showing helps cut through the noise.

• Boosts Understanding and Credibility: When you show the evidence and let readers draw their own conclusions, you engage them on a deeper level. It respects their intelligence.

  Instead of just accepting a claim ("Our solution is effective"), they see how it works through examples, case studies, or detailed scenarios. This process of deduction feels more rewarding and builds stronger belief in the message. It demonstrates expertise rather than just claiming it.

Your Toolkit: Practical Ways to Show More

Ready to put this into action? Mastering SDT means having a few key techniques ready to go. Here are some of the most effective ones I rely on:

• Engage the Senses: What does it look, sound, smell, feel, or even taste like? Instead of "It was cold," try "He shoved his hands deeper into his pockets, his breath misting in the air." Bring the scene to life. Think about colours, textures, noises, scents – these details make the abstract tangible.

• Focus on Actions & Body Language: What people do often reveals more than what you say about them. "She nervously tapped her pen" shows anxiety better than "She was nervous." Describe gestures, posture, facial expressions – these are universal cues that convey emotion and meaning instantly.

• Use Dialogue Effectively: Let people speak for themselves. Dialogue instantly shows personality, emotion, and relationships through word choice, tone, and rhythm.

  Instead of saying "He was condescending," show it through his dialogue: "Well, obviously, the first step is..." (Just be sure the dialogue sounds natural and serves a purpose).

• Share Internal Thoughts: Giving a peek inside someone's head (the author persona or a case study subject) is a powerful way to show motivation, reasoning, or emotional reactions directly. "Should I send this email? What if they misunderstand?" shows hesitation clearly.

• Bring Settings Alive: Don't just describe a place; show how people interact with it or how it feels. "The waiting room chairs were bolted to the floor, the magazines dated last year" shows a sterile, uncaring environment more effectively than just saying it was unpleasant. Weave setting details into the action.

• Choose Strong Verbs & Specific Nouns: Precise language does heavy lifting. Instead of "He went quickly," try "He sprinted," "darted," or "bolted." Instead of "nice," use "generous," "kind," or "thoughtful." Specific words create clearer pictures and reduce the need for extra descriptive words (adjectives/adverbs).

  Active voice ("She wrote the blog post") usually has more punch than passive voice ("The blog post was written by her").

• Lean on Figurative Language (Carefully): Metaphors ("His inbox was a dragon hoarding emails") and similes ("Ideas scattered like dandelion seeds") can paint powerful pictures and explain complex ideas quickly. Just use them thoughtfully so they clarify, not confuse.

Making "Show, Don't Tell" Work in Your Blog Posts

It's Not Just for Stories: Why SDT Matters in Business Content

You might think "Show, Don't Tell" is mainly for novelists. Nope. It's incredibly powerful, maybe even more crucial, for the non-fiction blogs you write.

Why? Because your goal isn't just to entertain; it's usually to persuade, build trust, prove a point, or show the value of something.

Instead of just claiming a service saves time, a product is easy to use, or advice is effective, you need to show it. Use concrete examples, real stories, specific scenarios, maybe even data presented clearly, so your reader can see the proof for themselves.

You guide them to the conclusion you want them to reach, rather than just telling them where to go. Honestly, this is a game-changer for making content convincing.

Practical Ways You Can Show Value

Here are some solid tactics you can use in your blog posts that naturally lean into showing:

• Case Studies & Testimonials: These are pure gold for showing. Don't just say, "Our client got great results." Walk the reader through it: "Here was Client X's specific problem (show the pain point). Here’s exactly what we did (show the process). And here are the measurable results they saw (show the outcome, with numbers if possible)."

  Testimonials do the same with direct quotes – they show real people having positive experiences. I find focusing on the journey and the impact makes these much stronger than just listing stats.

• Specific Examples & Quick Stories (Anecdotes): Abstract advice is hard to grasp. Make it concrete. Instead of "Good communication is key," tell a mini-story: "I remember one project where daily check-ins caught a misunderstanding that could have derailed the whole launch. That quick chat saved us weeks of rework." See? Instantly clearer and more memorable.

  A great structure I often use is "Tell-Show": state your point, then immediately back it up with a specific example or anecdote.

• Data That Tells a Story: Numbers can be boring, right? But data is powerful proof if you show what it means. Don't just list statistics.

  Weave them into a narrative. "We surveyed 500 managers, and found 80% struggled with X (show the scale of the problem). Here’s what that struggle looks like day-to-day..." Or use an infographic to visually show trends or comparisons. It makes the data easier to digest and much more persuasive.

• Product/Service Walkthroughs: Describe your client’s product or service in action. Guide the reader step-by-step through using it to solve a specific problem. "Imagine you need to [task]. First, you click here (maybe add a screenshot). Then, you input X, and instantly see Y..."

  This lets the reader mentally experience the benefit, moving beyond just believing your claims.

• Live Demos & Interaction: Things like webinars are great for showing expertise live. You can demonstrate techniques, walk through software, and answer questions on the spot. The recording then keeps showing that competence long after the live event.

Don't Forget Your Eyes: Using Visuals to Show

In today's world, showing isn't just about words. Visuals are key.

• Team Up Text and Images: A good picture, chart, screenshot, or short video can show something instantly that might take paragraphs to explain. Think of visuals as partners to your words – they make the experience more immediate and impactful.

• Direct Demonstration: Need to explain a process? A quick screen recording or a series of photos can show it clearly, saving you a lot of descriptive text. B-roll footage in a video can show the environment or the 'before and after' powerfully.

• Build That Human Connection: Use real photos – of the team, of customers (with permission!), of the workspace. Stock photos often feel cold.

  Authentic images help readers connect with the human side of the business you're writing for, building trust.

Think of visuals not just as decoration, but as powerful tools in your SDT toolkit. Combining strong writing with well-chosen visuals makes your content more immersive, understandable, and ultimately, more convincing.

The Ghostwriter's Tightrope: Showing Through Someone Else's Eyes

Okay, here's where it gets particularly tricky for us as ghostwriters. Applying SDT is one thing; doing it while capturing someone else's voice, perspective, and experiences authentically? That's a high-level skill.

The Core Challenge: Authenticity Without Being There

Your fundamental task is to create that immersive, "shown" experience based on things you didn't personally see, feel, or live through. It’s like being a method actor, needing to understand the character deeply enough to portray them convincingly.

You need the writing to feel so genuine that the reader completely accepts it as the client's own voice and thoughts.

The tricky part? Getting the raw materials. You need those specific, sensory, emotional details from your client. But clients often default to telling ("It was a challenging time").

They might be hesitant to share vulnerabilities or mistakes (which often make the best showing!). And honestly, remembering precise sensory details from the past is hard for anyone.

Success here boils down to your relationship with the client. You need trust, open communication, and their willingness to dig deep. If they're guarded, just want to look good, or aren't willing to share the real texture of their experiences, you won't get the details you need, and the writing will feel flat. It just won't connect.

As I've learned, you can't force authenticity; you have to create the conditions for it.

Digging for Gold: How to Get "Showable" Details from Your Client

Since your client holds the keys to the details you need, your interviewing skills become paramount. This isn't just Q&A; it's more like an archaeological dig for memories and insights. Here’s how I approach it:

• Go Beyond the Facts: Don't just ask "What happened?" Ask "How did that feel?" "What did you see/hear/smell right then?" "What was going through your mind?"
• Ask Open-Ended Questions: Avoid yes/no traps. Use prompts like: "Walk me through that meeting..." "Describe the situation when..." "Tell me more about..."
• Use Sensory Prompts: Directly trigger sense memories: "What did the room look like?" "Any specific sounds you remember?" "Can you describe the texture of...?" Sometimes I'll even mentally run through the five senses for a key event.
• Explore Emotions & Physical Reactions: "What was your gut reaction?" "Where did you feel that stress in your body?" If they say "I was angry," follow up: "What does angry feel like for you? Clenched fists? Raised voice? Heat in your face?"
• Request Specific Stories: Ask for examples: "Can you give me an instance where that happened?" Stories are packed with showable details.
• Listen Actively & Follow Up: Pay close attention. When they mention an emotion or a key moment, gently probe deeper. "You said it was 'frustrating' – can you describe that frustration a bit more?" "Put me in that room – what happened next?"
• Use Their Materials: Diaries, photos, old emails, notes – these can be great memory joggers. Ask about them.
• Build Rapport First: Make them comfortable. Start with casual chat. Trust is everything. They need to feel safe sharing the real stuff with you.

You're essentially helping your client access and articulate their own experiences in a richer way. They have the gold; you have the tools to help them dig it out.

Here’s a simple framework I use to think about questions:

Table 1: Quick Guide: Interview Questions for Showable Details

(Think of these as starting points, adapt them to your conversation.)

Turning Raw Details into Authentic Narrative

Okay, you've done the digging, you have the details. Now comes the craft: weaving it all together so it shows powerfully and sounds just like your client.

• Nail the Voice: This is critical. Listen to recordings of your client. Read things they've written. How do they talk? What words do they use often? What's their rhythm? Are they formal, informal, funny, serious? You need to internalize their style so you can write as them.
• Weave, Don't Dump: Integrate those sensory details, actions, and emotions naturally into the story. Use the SDT techniques (strong verbs, sensory language, etc.) but filter everything through the client's voice you've identified.
• Stay True: Your job is to shape and clarify, not invent. The core experiences, feelings, and ideas must be the client's. Authenticity is paramount – readers can often sniff out when something feels fake.
• Collaborate and Revise: Share drafts early and often. Get feedback. Does this sound like you? Is this how you remember it? This back-and-forth is essential to getting it right. It ensures the final piece truly reflects them.

This translation step – from elicited details to authentic, "shown" narrative – is where your skill as a ghostwriter truly shines. It’s a huge part of the value you bring, something that goes far beyond just putting words on a page.

Finding the Sweet Spot: Knowing When to Show and When to Tell

So, we've talked a lot about "Show, Don't Tell." It’s fantastic advice, maybe the most important for making writing engaging. But let's be real: taken too literally, it can lead you down the wrong path.

Sometimes, you actually need to tell.

Think of it like driving. Showing is the scenic route – immersive, memorable, full of detail. Telling is the highway – faster, more direct, gets you to the point efficiently.

You wouldn't take the scenic route for every single trip, right? Especially not if you're just commuting or need to get somewhere fast. Effective writing, especially for blogs where clarity and pace matter, often uses a smart mix of both.

When Telling is Your Friend: Using it Wisely

Despite the mantra, there are times when plain old telling is the right call:

• For Speed and Flow: Showing takes time and words. You can't show every single minute or every minor detail – your reader would be exhausted, and the important stuff would get lost. Use telling to:
  • Quickly summarize time passing ("Over the next three months, the team worked tirelessly...")
  • Bridge gaps between important scenes or ideas ("After finalizing the report, her next challenge was...")
  • Gloss over routine stuff ("He completed the standard setup process...") Basically, show the highlights, tell the transitions.
• For Clarity and Context: Sometimes, the clearest, fastest way to get information across is just to state it directly. Use telling for:
  • Essential background info ("The company was founded in 2010...")
  • Explaining complex ideas concisely (though often best followed by a 'show' example!)
  • Setting the scene quickly ("It was a Tuesday morning...") Trying to creatively show every basic fact can sometimes just confuse the reader. A little telling can actually make the 'showing' parts clearer by giving context.
• For Minor Details: If you're mentioning something unimportant – a minor character, a brief aside – telling is fine. No need for a full scene.
• For Emphasis or Nuance: Occasionally, you need to be crystal clear about something specific. While showing a character's reaction is good, sometimes adding a direct label ("It was a decision driven purely by frustration") removes ambiguity when precision is critical.

Watch Out: The Problem with Over-Showing

Just like telling too much can be dull, showing too much can also backfire. It's a common trap, especially when you're really focused on applying the SDT rule. Here’s what happens:

• It Gets Boring and Slow: Trying to paint a vivid picture of every single thing makes your writing bloated and slow. Readers get bogged down in unnecessary detail and lose interest.

  I've seen articles where describing making a cup of coffee takes three paragraphs – by then, I've forgotten the main point!

• It Tires Out Your Reader: Constant high-detail showing is exhausting. If every sentence is packed with sensory overload, the truly important moments lose their punch because everything feels intense.

  You need to give the reader’s brain a break and guide their focus.

• It Can Be Confusing: If your showing is vague, or if you don't provide enough context (sometimes through telling!), readers might not get the point you're trying to make.

The phrase "Show, Don't Tell" is often misunderstood as "Never, Ever Tell." That's not it. Mastery is about knowing when to use each tool. The real goal isn't just to follow a rule; it's to communicate effectively and keep your reader engaged.

Or as someone cleverly put it, "Write, Don't Bore."

To make this more concrete, let's look at some common blog scenarios and how telling vs. showing plays out:

Table 2: Choosing Your Tool: Telling vs. Showing in Blog Posts

Wrapping It Up: Showing Your True Value

The Bottom Line: Why This Matters More Than Ever for You

So, what's the real takeaway here? Mastering "Show, Don't Tell" isn't just about writing pretty sentences. For you, as a ghostwriter navigating a world increasingly filled with AI-generated text, it's a powerful way to demonstrate your unique, irreplaceable human value.

Think about it: AI can tell. It can summarize facts, list features, even mimic basic styles. But it struggles to truly show – to capture genuine emotion, weave in specific sensory details from lived experience, tell compelling, authentic stories that resonate deeply.

That's your edge.

By learning to skillfully show, you move beyond just relaying information. You create experiences for the reader. You build trust, make your client's message memorable, and achieve their goals far more effectively than generic content ever could.

More importantly, by digging deep with your clients and artfully showing their experiences and voice, you create content that feels undeniably real. That authenticity is something clients need and readers crave, and it’s a core part of the value you deliver.

Your Action Plan: A Checklist for Showing More Effectively

Ready to put this into practice consistently? Here’s a straightforward checklist to integrate SDT into your ghostwriting workflow:

1. Before You Write (The Interview Stage):

• Set the Stage: Briefly explain to your client why you need specifics – "To make this engaging, I need details like what you saw, felt, or specific examples."
• Ask Show-Focused Questions: Go beyond facts. Ask "Describe that feeling," "Walk me through it," "What did it look/sound/smell like?" (Remember Table 1?)
• Listen for the Gold: Tune into emotional cues, descriptive words, hints of stories during interviews. Gently probe deeper when you hear them.
• Gather Evidence: Ask for notes, photos, recordings – anything that helps trigger detailed memories for your client.
• Build Trust: Create a space where your client feels comfortable sharing the real stuff. Rapport is key.

2. While You Write (The Drafting Stage):

• Show Where It Counts: Focus your showing efforts on key moments: emotional points, core arguments, examples that prove a point.
• Use Your Tools: Consciously deploy sensory details, strong verbs, specific actions, dialogue, etc., to immerse the reader.
• Channel Their Voice: Translate the details you gathered into narrative that sounds authentically like your client.
• Think Visually: If it's for a blog, consider where images, charts, or video clips could help show the point even better.

3. After You Draft (The Revision Stage):

• Hunt for Telling: Read through specifically looking for flat statements. Ask yourself: "Would showing this make it stronger? Or is telling necessary here for speed/clarity?" (Check Table 2 for examples).
• Check the Balance: Is there too much showing? Is it slowing things down or becoming tiring? Make sure you're using telling strategically for transitions and context.
• Read It Aloud: This helps catch awkward phrasing and ensures the voice flows naturally like your client's.
• Get Specific Feedback: Ask your client: "Does this feel right? Does this sound like how you experienced it?" Go beyond just factual accuracy.

Final Thoughts: Elevating Your Craft

Getting good at "Show, Don't Tell" – and knowing when not to use it – is a skill you build over time. It takes practice, paying attention to how other effective writers do it, and being open to feedback.

Think of SDT as a precision tool in your professional toolkit. Used skillfully and thoughtfully, it elevates your work. It’s not about blindly following a rule; it’s about choosing the best way to communicate effectively, create connection, and deliver real impact for your clients.

By embracing your role as more than just a writer – becoming an empathetic interviewer, a keen observer of detail, and a shaper of compelling narratives – you leverage "Show, Don't Tell" to turn your client's ideas into content that truly connects.

This commitment to craft is what sets you apart, justifies your value, and makes you the strategic partner your clients are looking for.

#Technique