Ever notice how both in times of joy and times of crisis we reach for metaphors to describe what is happening? (“I’m on cloud nine!” “It was a shipwreck!”) Perhaps, we do so instinctively because, by their visual nature, metaphors instantly communicate the actual as well as the emotional essence of situations in the most concise manner possible. As Spanish philosopher José Ortega y Gasset wrote: “The metaphor is perhaps the most fruitful power of man. Its efficacy verges on magic.” (Emphasis mine.)
And that “magic,” even if the metaphor is a cliche, is why it is such an effective sales and communication tool.
Here is a current illustration of a crisis calling forth such metaphors: “Perfect Storm a Black Swan: Pros Explain Your Falling 401(K).”
Are You Missing Metaphor Magic Opportunities?
There are so many “crises” and “joys” situations in sales every day, all just crying out to be recognized for a hard-hitting metaphor from you to capture their essence. You just need to see these opportunities to drive home your points to get the results you want. For example,
What metaphors can you use to describe these crises? 
- Your understanding of a client’s current problem?
- The losses clients experience the longer they wait to act
- The disadvantages of buying only on price?
What metaphors can you use to describe these joys?
- The experience of working with you?
- The uniqueness of your product or service?
- The power of your product or service?
Be alert to these opportunities to connect with your clients. And, then, wave your magic metaphor wand.
Anne Miller
Make What You Say Pay! – with Metaphors
Photo by Cristian Escobar on Unsplash
Want to Create Some “Presentation Magic” to
- Open Minds?
- Close Business?
- Raise Money?
- Wow an Audience?
Contact me at amiller@annemiller.com or call 212 876 1875 for a free consult
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