Running Out of Metaphor
the news. Look for stories with high drama to them: success, tragedy, victory,
triumph, defeat, heroism. Then, think of the many ways you can use that story
metaphorically to drive home your point.
You couldn’t miss the news this week reminding us that five years ago, after a
flock of geese knocked out his plane's engines, Captain Sully Sullenberger
landed US Airways Flight 1549 with 155 passengers aboard safely on the Hudson
River. That amazing feat became known as the Miracle on the Hudson. When asked
how he managed to stay calm and land the plane successfully, one of the things
he said was, “It’s what we practice for.”
This event and his response are rich,
rich, rich with sales and persuasion metaphor possibilities. For example,
following a reference to the news, you could use the Miracle on the Hudson
To persuade a doubting Thomas
We can land this IT problem on the river successfully just like Sullenberger
did. This is how we will do it…
To position your services competitively
When Captain Sullenberger was asked how he managed to land a jet on the
Hudson River, he said “It’s what we practice for.” We have over X years of
“practice,” of working in this field, more than any firm in our industry, and
are ready for anything that comes along.
To create urgency to take action
We need to get rid of the geese before they hit our engines or we may not be
able to survive. That’s why we need…
To rally a team to a cause
Until he did it, no one would have thought you could land a plane on the
Hudson River and have all 155 passengers survive, but with clear thinking and
years of practice, that is exactly what Captain Sullenberger did. Today, no one
thinks that we can grow to number one in our industry, but with our new
strategy, and the combined years of experience we have put in place, that is
exactly what we intend to do. And we need your help…
Never Be on “Empty”
Keep your communications fresh with timely metaphors and analogies. What’s in
the news today that you can use?
Make What You Say Pay — With Metaphors.
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