4 Types Of Sales Metaphors and Why Copywriters Should Be Using Them
By Mike Jezek Copyright 2007 Mike Jezek. All rights reserved.
Today I want to share with you how metaphors can add more selling power to your web copy and direct mail promotions. What is a metaphor? Put simply, a metaphor is a word or phrase that ordinarily designates one thing but is used to represent another. When you understand metaphors, you can use them to subtly reinforce your copywriting objectives. For our purposes as copywriters, there are 4 types of metaphors we can use to inject that nitro boost into our copy. Here are examples of how to use these 4 metaphors:
Physical Action Metaphors. -- Use physical words or phrases to paint word pictures depicting a physical action.
Example: "You don't build any cash value with term insurance." Or... "You're burning up money every year with term insurance." Or... "Avoid the sting of the IRS's whip by... "
Other Sales Metaphors. -- This metaphor lowers sales resistance by reminding prospects that buying your product is just like buying a product they're already familiar with.
Example: "Buying this software is just like buying a video game for your son." Or... "As you place your purchase for this video course it's no different than buying a series of exercise videos."
Competition Metaphors. -- This sales metaphor is used to gently demonstrate your superiority over competitors.
Example: "They said that about us? Well, I guess everyone wants to take a shot at the fastest gun in the West. Everyone wants to challenge the top dog, even if they're only a little puppy, right?" Or... "Our software is the Cadillac of accounting software in this industry compared to that of our competitors."
Familiarity Metaphors. -- Here's a metaphor to further build a feeling of security and trust in your prospects. Simply match experiences or items that your prospects are sure to be familiar with to your sales presentation.
Example: "Many people first started out with this same software you've been using, but... " Or... "I'm sure you're familiar with who the Secretary of Defense is? Well our accounting firm used to do his tax work."
"Many of your fellow graduates from Texas A&M are signing up today!"
Technically there are other types of metaphors available we can work with. But for now, the abovementioned 4 metaphors should be enough to add serious punch to your copy.
Remember, metaphors offer word pictures - images that can have dual meaning. You can use this dual meaning to explain how your product or service is faster, cheaper, more effective, top of the line and so on. Metaphors also offer you the ability to subtly make calls to action without actually asking for the order. The skill of weaving metaphors into copywriting is something that takes time to learn. Don't be hard on yourself it you're having trouble applying this concept at first.