“Metaphor is how we nail the jelly of reality to the wall” is a quote from a new book by Joe Moran called “First, You Write a Sentence.” Moran’s characterization is one of the best descriptions I’ve seen for why metaphors belong in the skill set of anyone whose success depends on the ability to sell, influence, advise, or explain anything to others. Moran’s observation is fully embraced by this month’s featured “Metaphorian,” Brian Perry, Book Launch Marketing Pro, who uses metaphors to help authors sell their books.
The Challenges
In the book marketing world, one of the most effective strategies authors have for promoting their books is speaking to large groups. They have to engage and intrigue an audience so successfully that the audience will run to buy their book and spread the word about how terrific it is.
However, because authors are so close to their “baby,” they frequently make mistakes that can kill, rather than encourage, sales.
Enter Brian. He has to deliver “tough love” – tactfully – to save them from themselves. No surprise,
he achieves his goal with metaphors.
As you read the three examples below of how he does this, think
- Who do you tend to advise (Clients? Colleagues? Employees? Friends? Family Members)?
- What metaphors can you use to achieve the results you want most easily?:
1.Calories Count
It is very easy for authors to get lost in the weeds of their own brilliance and, also, to assume their audience understands them. Both behaviors are book sale killers. Not only does Brian have to remind his authors that “lost attention is the result of unbroken complexity,’” he has to provide them with a corrective solution as well. He will say,
“The more calories you make people burn to figure out what you are talking about results in a compound effect of lost attention (on your website and in your messaging). Cut those calories and win back your audience with a metaphor.” Then, he will work with an author on the best metaphors for them to use.
2.Avoid Cold Shoulders
Another potential danger for an author is an unresponsive audience. “A cold audience will give you the cold shoulder,” says Brian. “You want to give people a reason to stay to the end of the talk.” He gets his authors to understand that by saying,
“The beginning of your talk is like a movie trailer. It’s a teaser. Give them enough to want to know the full story so they will buy the book. Be okay with leaving the audience with ambiguity because we hate not knowing the end of stories! The meat of your talk is only heard if we care about the ending right from the get go.” Then, he will work with an author to develop that teaser.
3.Think 911
Authors can confuse audiences by moving from point to point too quickly. When they do that, Brian has to get them to accept speaking simply at first in order to build up to more complexity. That process helps an audience understand what an author is saying. He says,
“Practice speaking as if you are calling 911 and need help fast. I learned this in Iraq when working with interpreters. If you can learn to speak simply at first, you can build up to more complexity once you realize what your audience understands.” And, the, they are willing to learn how to do that.
Step Back to Move Forward
Brian’s examples illustrate, once again, that the key to success in any communication is to think of your listeners first. How are they likely to process your information? And, how can metaphors help them “get” what you are saying? Or, to paraphrase Moran, how can you “…nail the jelly of your reality to their wall?”
Anne Miller
Make What You Say Pay – with Metaphors
P.S. For more information on Brian Perry and his Book Launch Marketing services, find him at
- https://acallwithBrian.as.me/
- brian@brianperrymedia.com
- www.linkedin.com/in/mrbrianperry
Random Metaphors from the News
I always encourage people looking for original metaphors and analogies to read the Op Ed pages of a newspaper, because they are filled with metaphors to underscore the writers’ points. The interest in these examples here is not the politics, but how these persuaders use metaphors to net out their arguments into a single visual and emotionally evocative image. Here are two regarding the environment.
1.Arguing for Congress to proceed with a plan to allow careful oil exploration in Northeast Alaska, U.S Senators from that state write, “We understand that Alaska has earned an almost mythological place in the minds of many Americans. But we cannot be treated like a snow globe, to be placed on the shelf for viewing pleasure only. Alaska has tens of millions of acres of national parks, wildlife refuges and federal wilderness. We also have room for the responsible development of a small part of the 1002 Area, and all Americans should recognize this is in our nation’s best interest.” Unlocking Arctic Energy Is Vital for Alaska–and America,” The Wall Street Journal,9/1219
2.Arguing against those unwilling to use nuclear power to deal with climate change, this columnist nails his point by saying, “…if you honestly believe that climate change is an existential threat, akin to an impending asteroid strike, why would you rule out one of the only proven tools to combat it? It’s a bit like refusing to use a fire hose on a burning orphanage because you’re afraid of the subsequent water damage.” “A Convenient Excuse for Dems to Transform Economy,” Syndicated Columnist Jonah Goldberg. The Daily Freeman. 9/9/19