The Persuasive Power of Metaphors in Marketing

Good web copy is powerful persuasive language that allows you to control how your target prospects will perceive your brand. You can almost make your customers feel like you know them personally if your sales copy is written in the perfect language that they understand and use regularly.

You can use buzzwords to push their emotional triggers, transforming them from an individual who was somewhat intrigued by your product or service; to a quality prospect who can no longer envision their life without the value you are offering.

But what if I told you there is a way we can supercharge this process, impacting them on a deeper level than simply using persuasive words and speaking their language? There is a way we can more effectively get them to feel inspired by your brand and take action.

We can tell a compelling story using analogies and metaphors!

People are easily bored when exposed to a bunch of logical & statistical information. This is primarily due to the fact that people don’t making buying decisions based on logic. They buy with emotion, and justify it with logic.

A great, compelling story moves the reader emotionally. That same story has a much deeper effect on the reader when it employs analogies and metaphors to get the reader to see the concepts of the story in a different way than they did before they started reading.

What is a metaphor?

A metaphor is a method of showing the similarity between two distant things to entertain or further explain a concept.

“Metaphors allow you to make the complex simple and the controversial palatable. Conversely, metaphors allow you to create extraordinary meaning out of the seemingly mundane.”

~ Brian Clark

Reading a metaphorical story activates the creative center of the brain, giving way to feelings of excitement which can facilitate positive changes in our personal belief systems.

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