You've probably had the experience of crafting an email marketing piece and feeling like the force just wasn't with you. Or you've worked and worked on a case study and doubted it would ever help sway your customer away from the dark side.
The next time you need to use language to persuade, try this mind trick to insert your idea into your prospect's mind: use a metaphor.
What's a metaphor? It's what I used to start this article.
I could have titled the article, "Using Metaphorical Language to Persuade." But this abstraction is the opposite of a metaphor. There's nothing concrete in it to anchor the idea in your reader's mind. It just rushes through the brain like a train speeding through a station without stopping.
More examples of metaphors: In the previous paragraph the phrase "anchor in the reader's mind" is a metaphor. So is the last sentence, which connects the idea of abstraction with a train speeding through the brain without stopping.
Metaphors compare one thing to another. They allow you to tie abstractions to the concrete world so they can be understood more easily. They allow you to paint positive pictures in your prospect's mind that are memorable.
Especially with dry material, you can keep your reader interested by peppering in a vivid metaphor to help them see your offering's value.
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