Judy Olbrych

6 years ago · 3 min. reading time · ~100 ·

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Metaphor Magic - How to Put Prospects Under Your Spell

Metaphor Magic - How to Put Prospects Under Your Spell

 

Do your words hold the power of a strong stallion? A million-man army? An atomic bomb? Or the odor of old fish?


Metaphors are shortcuts you can use to create vivid pictures in your reader’s mind. These literary devices multiply the value of your screen and print space by instantly inserting new images into whatever you write.

In direct sales copy, the right metaphor can intensify your prospect's desire for the solution you offer. The wrong metaphor can send your reader running like a cat pursued by a gaggle of 7-year-old girls with a bag of baby doll clothes.

We all learned about these in school, right? And we see them everywhere, although most of the time we don’t stop and point them out.

For example, you might say “time flies” without ever thinking this:

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Here’s a quick review …

According to the Oxford English Dictionary (online), a metaphor is:

1.    A figure of speech in which a name or descriptive word or phrase is transferred to an object or action different from, or analogous to, that to which it is literally applicable.

2. A thing considered as representative of some other.

The word comes to us from the 15th-century French word métaphore. And you can trace it back even further to the Latin metaphora and Greek μεταφορά, which means ‘to transfer.’ When you use a metaphor, you transfer meaning from one word - or set of words - to another.


You Can’t Afford to Waste These ...


Author Anne Miller, in Metaphorically Selling, points out that we can’t afford to waste words in sales. 

A good metaphor enriches your sales copy with a wealth of meaning. You don’t bog down your reader with lengthy, low-value prose. Instead, the precious space on your page communicates powerfully and effectively with fewer, well-chosen words.

Now, I’m not about to concede that sales pages can now be 300 words long. You still need to display and dimensionalize the full benefits of whatever you sell. However, metaphors will help you unite your copy with a theme, make a compelling big promise, and write engaging subheads and body copy.

Miller also suggests that metaphors can quickly set your product apart from the competition. You’re presenting your offer in a fresh way.

Think about it. How many brands of bathroom cleaner can you find on the grocery store shelf?

Now, which is advertised as an army of little scrub brushes that glide all over your tub? (answer: Johnson's Scrubbing Bubbles)

And Prevention Magazine advertised a subscription bonus gift that promises to tell its readers how to "Turn your body into a fat-burning furnace."


A Picture Is Worth a Thousand


Metaphors allow you to attach visual elements to abstract ideas.

World champion public speaker and bestselling author Craig Valentine recommends using visually based words to create killer keynote speeches.

4c4f6379.jpgFor example, you can share five new ideas with your audience members in a speech, OR they can pick up keys, climb steps, and gather tools that will help them accomplish a goal.

You can also help your listeners visualize your speech as a journey. They will anticipate unlocking each secret as they track your speech’s progress (following a road map you provide).

In sales copy, metaphors keep your readers engaged along the buyer's journey.

Imagine melting away pounds and inches.

Picture [yellow tail] wine as an actual kangaroo: “We believe your wine needs to breathe … you should take it outside for some fresh air …”

And look at the results of Martha Stewart and Snoop Dogg's  search for the perfect metaphor:

Martha: “T-Mobile is everything … unlimited data, taxes, and fees included”

Snoop D: “You might even say it’s all that and a bag of …"

Martha: [everything from purple cushy throw pillows to a can of bisque]

They finally settle on a hand knit “smartphone sweater that keeps your data cozy.”

Wasn’t that great fun?

Now compare that with the following headline from the website of a major national insurance brand:

“More than just car insurance”

While it may be an effective ad, the words fail to paint a picture.


Attract and Repel


Finally, metaphors create images that attract and repel. Anne Miller gives the example of Steve Jobs persuading John Scully to leave Pepsi and become the CEO of Apple:

“Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?

Well, when you put it like that ...

Another example using a negative metaphor appeared recently in Inc. Magazine:

“In the course of six years the innovation of ride-sharing has spawned multiple companies worth over a billion dollars and one, Uber, close to $70B.”

The primary definition of “spawn” is related to a frog, fish, or mollusk releasing a large number of eggs.

The use of this word instantly communicates a subtle negativity about the future of commerce in an article that ultimately offers hope. It matches and strengthens the tone of the first paragraph, which refers to the “disruption of retail.”

This approach works here. However, it’s easy to make the wrong choice. Remember to look at the positive and negative connotations of each metaphor you use. For example, using the word "explode" instead of "skyrocket" to describe sales may conjure up the wrong image. Picture each outcome.


How Far Will the Magic Go?


You don’t actually want to put the whammy on your readers. Good selling means helping people by giving them the products, tools, and services they want. The magic you need is to find the words that get your best prospects to read the dang copy, so they can make informed decisions.

These neglected gems are the perfect vehicles for making your copy sparkle and shine … so you catch the attention of your perfect prospects.

And to mix metaphors, a little fairy dust to help keep your readers on the page can work wonders.


Judy Olbrych, B2B Copywriter and Communications Strategist, increases ROI for international brands with high-conversion copy. Read more at www.judyolbrych.com


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Comments

Judy Olbrych

6 years ago #10

#21
Thank you, Debasish Majumder!

Judy Olbrych

6 years ago #9

#23
Thank you, . Glad to be acquainted!

Judy Olbrych

6 years ago #8

#19
Yes, Ali \ud83d\udc1d Anani, Brand Ambassador @beBee - this is overflowing with metaphor - and I love the idea of crowdsourcing a slideshare. Thank you for sharing that.

Judy Olbrych

6 years ago #7

#9
Franci\ud83d\udc1dEugenia Hoffman, beBee Brand Ambassador, we are definitely into some mixed metaphors here! And you might be making me hungry.

Judy Olbrych

6 years ago #6

#10
Yes, Don. And even more fun in a group like this!

Judy Olbrych

6 years ago #5

#11
Thank you, Preston!

Judy Olbrych

6 years ago #4

Hello, fellow bees. I accidentally voted my own post relevant (3rd or 4th accidental thing in 24 hours!) I hope there's no penalty and am happy to reverse it if I can find out how! (I looked). Posting this for the record (and will read the how-to articles soon!).

CityVP Manjit

6 years ago #3

cc Sara Jacobovici

Judy Olbrych

6 years ago #2

#5
Praveen, I had not thought about that expression at all! But then again, I have 3 boys and we did have that birthday with the homemade potato gun ...

Judy Olbrych

6 years ago #1

#1
Thank you, Lance! And I think you must hold the key to social media magic!

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