Copywriting – Metaphorically Speaking

Everyone knows what a metaphor is. Every work of fiction that you pick up is jam packed with them. By transferring the qualities of one object to another can enhance that object’s emotional impact and change the way the reader sees things.

Metaphors simplify complex principles into imagery that the reader can relate to, break down and fully understand. They enable them to picture the scenario you are describing in terms that they can relate to.

You may be asking yourself why a copywriter is writing about a literary aid such as this. Well, metaphors also have a place in business writing – they can be one of the copywriter’s most persuasive and powerful devices in their literary armoury.

When people ask me how to write good sales copy I always employ a metaphor – write as though you were having a chat over a coffee. Picture yourself sat telling your best mate about this fantastic product and what it has done for you. By employing this method you are steered away from using descriptive language and start to use figurative speech.

Emotional Logic

Buying decisions are always based on emotion and logic, and metaphors can be powerful in attaching emotional significance to the seemingly mundane. When they are used creatively and with imagination, metaphors will colour your writing with feeling and paint pictures in your reader’s mind.

If you use tried old clichés your writing will sound tired – try to be original. I know that is often easier said than done but it will help your writing sound more imaginative and add vibrancy to your persuasive argument.

By employing metaphors you will be adding a while new dimension to your writing. It will become vibrant, vivid and vivacious. Your readers will be able to connect with it. They will be inspired.