Attract More Buyers to your Product: Use Metaphors
Judy Cullins c. 2003
Surprise your potential buyers. Give them chocolate frosting!
After we entered school we had a lot to learn. We left the sand
box, the nap, and the all day playing with our imagination. No wonder
we have lost touch with our original, playful, creativity. We are
in the information age, expecting to read short, concise pieces.
Yet, we can, if we play a little, add more of our original ideas
to our books and ebooks if we use metaphor.
Metaphor means wedding a word to an image, sound or feeling.
Metaphor is a fusing of dissimilar entities into one new image.
Metaphor asserts a likeness between two unlike things.
Images are word pictures that give language power and richness
by involving our senses in the experience. When you wed an image
or feeling to something totally unexpected, you produce a new pattern--a
metaphor that creates a powerful picture.
The purpose of metaphor is to intensify your awareness of the images
around you. Clichés are worn out metaphors. Avoid cliches
such as "making lemonade out of lemons." Avoid platitudes
such as "a penny saved is a penny earned," because your
reader will be bored with them and not read on. Use fresh images
to write naturally, and avoid pompous words like "utilize."
Metaphors create tension and excitement by producing new connections.
Hence, they reveal a truth about the world we previously didn't
recognize. The power of metaphor is to surprise us.... Marilyn Ferguson,
author of The Aquarian Conspiracy, says, "Metaphor builds a
bridge between the hemispheres, symbolically carrying knowledge
from the mute right brain so it can be recognized by the left as
being like something already known."
When your potential customers glance (about 12 seconds) at your
front cover and back cover, and see originality there through metaphor,
they will gain insight that sheds new light on a familiar concept,
idea, event or feeling. Your metaphors hook them and seduce them.
Now, they will hand you their check or credit card feeling good
about themselves for the decision.
1. Start a Metaphor List. Keep it filed where you can find it easily
and add to it.Every time you hear a good one, write it down. Use
other people's metaphors as a springboard for you own.
2. Play with these exercises:
Practice: Writing is...as painful as a tooth being pulled... riding
a roller coaster... a self-revelation. Now try your book title or
part of your book "tell and sell" (unique selling proposition
which includes benefits), and back cover copy. Self-care is...a
bubble bath in the middle of a workday... breathing in the mountain
air... lighting a candle near my workstation.
3. Complete these metaphor starters: Remember to use concrete words--of
image, sound and feeling. Forgo all clichés.
I'm as silly as
I'm as frazzled as
I'm as happy as (no clams, please)
I'm as frayed as
I'm as dizzy as
I'm as low as
I'm as powerful as a
I'm as sleepy as
I'm as tired as
I'm as cold/hot as
I'm as energetic as
I'm as spiritual as
I'm as comfortable as
I'm as loose as
Expand the list using the subjects of your book. Think and picture
your audience as you create more powerful writing.
4. Re-define all general benefits in your introduction, "tell
and sell," or sales letter.
-Life looks like...
-Life feels like...
Try these out:
-More life is...
-Better Communication is...
-More money is...
Let your potential buyer see or feel how it is after they purchase
your product or use your service. Then, they are more comfortable
with buying. They need to see the results and feel themselves better
for using your product.
5. Just for fun:
"I was as dizzy as a dervish, as weak as a worn-out washer,
as low as a badger's belly, as timid as a titmouse, and as unlikely
to succeed as a ballet dancer with a wooden leg."
Each of you has the powerful potential for making connections and
seeing relationships in your own unique way. Metaphor making is
a highly personal and richly creative experience. Play with metaphors
and use them in all of your sales materials.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com