November 15, 2012
Alexa B. found herself in NIH, (No Interest Hell). She tried everything to get
commitment from her real estate brokerage client on the east coast to do
branding advertising on her very popular and, for them, very appropriate
She met with him in February. He wasn’t interested. He felt word of mouth was
his best sales tool along with various events his firm sponsored to attract
interested buyers. He was deaf to all the supporting data Alexa had about her
website’s visitors and their potential value to his brokers. He just did not see
why he should advertise.
Alexa continued to stay in contact with him for months with emails and phone
calls, all of which he dodged.
Then, one day, Alexa noticed that his company was hosting an upcoming event. “I
reached out immediately with an ‘It's been a while!’ e-mail and, to my delight,
he actually responded.”
“We were in the meeting again discussing the value of how advertising could
bring visibility to, and support for, the success of his event. I could see that
nothing I was saying was really resonating until, exasperated, I pointed out
that Proctor & Gamble doesn’t sell soap by just keeping it in the closet. He
chuckled, paused, then, said, ‘That is so true.’ And he agreed to advertise.
Change the Movie in Their Head
We do what we see. Alexa’s prospect originally saw no value in advertising. Once
she replaced the “no value in advertising” movie playing inside his head with
the P&G metaphor movie, he immediately saw the wisdom of advertising. Changing
minds can be as simple as that.
What movie is playing in your listeners’ heads? What metaphor image can you use
to replace it to get the result you want?
Make what you say pay — with metaphors.
Always Nice to Hear From Readers…
"Thanks for providing the key stories that help us advance
our business and opportunities."
President, Sanford Rose Associates – Greensboro
Favorite Metaphors from the Recent Election
Describing the 2nd Presidential Debate, which, as you recall was
very contentious and held in a Town Hall meeting format: Obama and Romney were
"like two roosters in a ring." Like "Abbott & Costello for angry people."
See my letter
in The Wall Street Journal
about the power of metaphors to ultimately trump story-telling
because of increasingly shorter and shorter attention spans of listeners.
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Jane Newton, Wealth Manager, Regent Atlantic Capital LLC
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dazzle with metaphor"
Media Commentator & Lawyer
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The Original “Metaphorically Selling” that spawned a movement,
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7 Signs You Need A Metaphor (Visual Language)
Your listener is
not paying attention
Your listener is
stuck on an objection
Your listener is
Your listener sees
no difference between you and your competition
You want to drive
home a point vividly and memorably
You have to wiggle
out of a difficult situation
You want to wow or
motivate a larger audience
The best firms hire brilliantly
& train relentlessly.
Finish up 2012 with a bang!
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|"The Metaphor Minute" is a brief monthly note with examples from business, media, or politics that illustrate the power of metaphors and analogies to make a point, solve a problem, and get results. Use these stories to stimulate high pay-off metaphoric thinking in your business. ©
2012. Anne Miller. -- PERMISSION TO REPRINT -- Feel free to reprint in company newsletters or articles. Just include ©2012, Anne Miller, author, "Metaphorically Selling," firstname.lastname@example.org |