Metaphorically Marketing
Nurture Blog May 15 2010 02:04:19 PM
I love metaphors, probably because they are my life as a Principal of Nurture Marketing our growing Marketing Services Company. I've had the benefit of working with the two OOOBER-metaphor people in the world, Jim Cecil and Anne Miller. Metaphors are used to associate your product/services, the uses, features and benefits in pictures and words positively.
Recently I compiled a list of 9 ways to effectively utilize metaphors in marketing. Thank you Anne and Jim, you are the Apollo of Metaphors!
Metaphors make communications "sticky". They are Visual, Associative, Memorable, Emotional, and Unique leading to the instant "Aha" in your prospects and customers.
Metaphors are frequently used by successful companies in their advertising and marketing. Pay special attention to advertising such as billboards where the advertiser needs to convey their message within 2-5 seconds. Also, look through a magazine and jot down what you think the advertiser is trying to communicate (it's not always about sex). Think of a product or service you currently offer. What are some ideas on how the advertiser's metaphor can help you communicate how your company's product or service can help cure your customer's or prospect's pain?
Metaphors should say with one image, phrase, attachment, or enclosure what it would take you several paragraphs to say in words.
Direct mail metaphors include enclosures that help you get your points across or position your company in the minds of your clients and prospects. For example, a crystal ball evokes seeing into the future for the good of your client, a compass can help a client choose your company as the right direction, and a magnifying glass can add clarity to a situation.
Use a good metaphor to drive home a point, clarify confusion, or differentiate between points. I had a boss who used analogies to help people understand complex issues in a simple, understandable, and relevant manner.
Use search engine images to give you ideas on appropriate and useful metaphors.
Utilize images in your e-Mail communications and link those images to a landing page that expands on the messages contained within the image.
The Nurture Institute's top 5 metaphors direct mail metaphors of all time are:
- Compendium Cards containing famous quotes
- Compass
- Tools
- Race Cars
- Crystal Ball
Subscribe to Anne Miller's free monthly newsletter The Metaphor Minute at www.annemiller.com .
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