Teens can smell marketing-speak a mile away. So why do higher ed sites still write things like this? “[Insert school here] delivers an exemplary learning experience that engages the best and brightest people, challenging them to meet ever-higher standards in the classroom and beyond.” “Show, Don’t Tell” means presenting sensory details and substantive facts and letting people come to their own conclusions.
It’s easy to tell people what you want them to think, but when you give them the freedom to reach their own conclusions, they’ll believe what they’ve seen. In this presentation we’ll outline the essentials of this communication tool and show you colleges and universities that are excelling at showing rather than telling.