‘Save a guitar on car insurance’

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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.

'Save a guitar on car insurance'
BEYOND COMPARE Confused.com may be able to save you 150 pounds on your insurance. But a guitar is more tangible — and therefore more tantalizing — than the cash. Image by Phillips_Jon

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.

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