You’re trying to make a point to a potential client, either in person or on your website. “And that problem is like tripping on a toy, and spilling red wine onto your brand new white rug, in the middle of a business dinner where you’re trying to impress certain guests.”
Your client nods and makes a grimace showing that they really get it. Powerful! Great point.
You’ve just used an analogy, which is a type of metaphor, to really connect and make a powerful impact with the person. And you’ve caused a huge problem.
But first, what is a metaphor?
Simply put, a metaphor is a “figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable.” (From the Oxford American Dictionaries.)
Similarly, an analogy is when you make a comparison between two things, in order to explain or clarify a point you are making.
When you use a metaphor, you are leaving the somewhat dry domain of intellectual concepts and moving into the riveting terrain of pictures and images.
You can see the difference in the previous sentence. ‘Domain’ is an idea that doesn’t easily bring an image to mind. However ‘terrain’ may have you thinking of a beach, or a mountain, or a meadow, or any number of images that might come up for you.
And those images mean that the sentence has that much more impact.
The danger of impact.
In the analogy about the spilled wine, your prospective client really got it. And, you, or your web page or marketing material, goes on to describe the solution that you can provide.
And the prospect is only kind of half-listening. Because they are still imagining the red stain on the carpet, and the horrified guests that they failed to impress.
A week later, when they think about you, they don’t remember your “complete 360-degree evaluation, and impeccable project management skills.” They remember the red stain.
Congratulations. You’ve just associated yourself with the horror and shame of a spoiled dinner party. Oops.
When not to use metaphors.
Don’t use metaphors for problems. Don’t do it. The same applies for photos or illustrations in your marketing materials. For instance, a friend of mine used to have a photo of an overwhelmed business person on their website. Not something you want to look at for very long. Don’t depict images of the problem.
Isn’t that just covering things up? Isn’t it dishonest?
No, it’s not. You see, your prospect is already very familiar with their problem. A very few words will bring it to mind for them. If you go to the trouble of using a metaphor or a picture, then you’re potentially putting them into their panic zone. You’ve shut down their ability to hear anything else, including how to get out of the problem.
Putting your potential clients into their panic zone is not only bad for your business, it’s not really very helpful for them, either, is it?
But, you do want to use metaphors in your marketing. How and where?
Keys to Marketing Metaphors
• Don’t answer a problem metaphor with a solution metaphor.
You may be attached to the problem metaphor you’ve chosen, and the obvious solution is rather than let go of your attachment, just add another metaphor for the solution, right?
Unfortunately, we humans can’t think of two things at the same time. Given a very strong negative image, and a more pleasing positive image, our egos will more easily attach to the negative image, and forget about the positive one.
Answer: let go of your attachment, and nix the problem metaphor.
• Pick a metaphor or analogy that explains your solution.
In many cases the solution you offer will have some new or challenging intellectual concepts to it. Can you find a physical object or activity that mirrors that?
Example: In my product, Creating Heart-Centered Websites, I was wanting people to understand how a successful website works, and how design, the words you write, and structure all fit together.
To make it easy to understand, I picked the metaphor of how to get a door opened.
What are the components of your solution, and can you find an analogy that explains them so someone can get it easily?
• Use just a few broad strokes.
Don’t get caught up trying to find a metaphor that explains the deep intricacies. And, don’t try to use too many metaphors.
A single metaphor that explains the big pieces is enough.
Metaphors, analogies, and pictures are extremely powerful ways to connect with your client, so don’t use them to make the all-too-familiar problem of your clients larger than life. Instead use them to take the unfamiliar, the solution you’re offering, and make it familiar and easy-to-understand.
That way, what sticks with them will be you and your solutions.
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So, what problem metaphors can you let go of, and what solution metaphors can you bring in? Feel free to share them here and we can take a look.
6 Responses
Great article! I never realised that before. Makes a lot of sense.
Hi Trisha-
Yup, it’s quite a zounder. I can say that because I learned it somewhere else, like everything else I know. 🙂 Just passing on the goodies that struck me.
I love how clearly you explained it.
You said, “You see, your prospect is already very familiar with their problem. A very few words will bring it to mind for them.”
That reinforces for me how important it is to be able to clearly express the prospect’s problem succinctly. I’ve often had trouble with refining the problem I solve in such a focused way. But I’m getting much closer now, I believe.
Great! I’m glad to hear that- it’s such a helpful piece of communication in creating a relationship with clients. And, it’s one of the biggest struggles business owners can have. I’m glad your zeroing in…
Very nice and to the point. I wanted to throw in a great resource for anyone who wants to polish their metaphor skills (metaphor is so powerful when you use it right): Suzette Haden Elgin is a super-bright linguist who has great tools for using metaphor. Her book “The Gentle Art of Verbal Self-Defense at Work” has a couple of useful chapters on this topic. I use her techniques all the time with my clients, to great effect.
Thanks for your smart words.
Hi Havi- Thanks for posting that resource. Although I’ve heard of it, I’ve never read it- I’m going to see if I get her book from the library.
Metaphors are so powerful, it’s definitely helpful to learn how best to use them. Thanks again.