Make messages vivid with metaphor
Analogy makes your benefits more tantalizing by making them more tangible. So use metaphor and simile to make your concepts concrete.
ING Direct, for instance, makes its mortgage process more alluring with this analogy for its competitors’ approach:
“A mortgage application that can take just 25 minutes. It’s a mortgage application, not a thesis on quantum physics.”
And Confused.com makes its discounts more tempting by making them more concrete with this promise:
“Save a guitar on your car insurance.”
To make your benefits more compelling, make them concrete.
How can you tell better business stories?
Stories are so effective that Og Mandino, the late author of the bestselling The Greatest Salesman in the World, says, “If you have a point, find a story.”
Learn to find, develop and write stories that engage readers’ hearts and minds at Master the Art of Storytelling, our content-writing training workshop.
There, you’ll learn how to find the aha! moment that’s the gateway to every anecdote. How to start an anecdote with a bang — instead of a whimper. And how to use “the most powerful form of human communication” to grab attention, boost credibility, make messages more memorable and communicate better.
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