Engage Immediately with a Metaphor
“A question for this moment. If the Earth’s lungs were on fire and the doctor refused to treat it, would there be cause for a third party intervention?” What do you think? Got your attention?
That was the opening line of an article by columnist Kathleen Parker on the Amazon rain forest fires and what should/could the world do about those fires. I share her opening as an example of a really powerful way to use a combination metaphor and question to capture the attention of listeners.
An opening question metaphor piques a listener’s curiosity and makes us want to hear more. Here
are two more examples for business.
To Reshape Commodity Thinking
For example, suppose you sell a premium priced product or service to buyers who see no real difference between your offer and similar ones. You can dive into a very logical features and benefits comparison and hope they will decide in your favor. Or, you can shape their perception in your favor by beginning with a metaphor/question combination.
First, show your buyer two delicious looking pieces of fruit (or candy) and ask them, “Do these look the same or very similar?” Your listener will likely say yes. Then,as you let them touch the two items, point out that while they both look good, one is real and one is plastic and, furthermore, if you bit down on the plastic one, you could hurt yourself.
(Transition to your message) “So, while items may look alike, when you actually check them out, you usually see that one is the actual deal and one isn’t. The same is true with (X products). Let me show you what I mean…”
With that metaphor/question as your set-up, your buyer is now more likely to favor you in the feature/benefit comparison presentation that follows.
To Overcome Inertia
Years ago, I used this approach to motivate a group of teachers who wanted to leave teaching to become more pro-active in their career change effort. The same scenario can be used in any situation where you want people to become more pro-active, creative problem-solvers.
I asked the group to imagine someone near and dear to them. Then, I told them, “Now imagine that person has been diagnosed with a fatal disease and will likely die in a year.” People really became upset, but then I quickly added, “HOWEVER, all is not lost. There is one doctor in the country who can save this person. Raise your hand if you think you would find that doctor.”
Every hand shot up.
Then, I asked, ”What would you do to find that doctor?”
Again, hands shot up and people shouted out, “Ask my doctor.” “Put an ad in the paper.”[Today, go online and use social media would be likely responses.] “Go the library.” “Check out medical associations.” “Contact my Congressman.” “Do skywriting.” Etc.
Then, I asked, “Would you do this sequentially or simultaneously? If your doctor was on vacation, would you wait for him/her to return before you went online or to the medical associations?” Of course, they answered no, that they would do everything they could and not wait for any one source to get back to them.
“Exactly,” I said. “You would come up with as many sources as possible and reach out to them simultaneously, because you never know which one will bring you the result you want.”
[Transition to my message.] ‘”The same is true in changing careers. You need to be doing many things and meeting many people simultaneously to get the job you want. It is out there. You just need to find it, and here’s how…”
I had them. And you will, too, when you begin your presentations with a little metaphoric creativity upfront to draw them irresistibly into your main message.
Happy Thanksgiving, everyone!
Anne Miller
Make What You Say – with Metaphors!
Metaphors Make Presentations Memorable!
Call today and let’s turn your information that tells into experiences that sell!
212-876-1875 amiller@annemiller.com
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