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.
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Copyright 2007
- 2008. Mike Jezek
All rights reserved. Psychologically
Enhanced™ Copywriter