Add a metaphor. As our pal Webster defines the power phrase this way.

1. a figure of speech in which a term or phrase is applied to something to which it is not literally applicable in order to suggest a resemblance.
2. something used, or regarded as being used, to represent something else; emblem; symbol.

I love metaphors. Here’s a few I use often.

Run like the rest and you to will be roadkill.
A brand is like a brain tattoo that sticks to your customers minds. Invited in by choice, can be removed just as fast.
Some times I pole vault to conclusions.

Why metaphors?

Because they aid in any communication mission at hand. Metaphors are like little elves that break tough concepts into small bites of stuff folks get. Turns out, researchers at Stanford agree too. The Wall Street Journal included this find over the weekend in Metaphors Matter. When metaphors were added into a report, in the beginning that is, the context is framed, and it changes opinions on the subject. When they appear at the end they disappear like bunnies. 

Next time you need to change someone’s mind, sell a concept or even get them to buy into your cause, a metaphor can make the difference.

Want to learn more about metaphors and marketing? Check this book out. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers by Gerald and Lindsay Zaltman.

Marketing Metaphoria, Gerald and Lindsay Zaltman

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