The mistake most people make with metaphors in copy

August 5, 2011 | By | Reply More

Unlike a lot of copywriting pros who’ll tell you to steer well clear of extended metaphors in copy…

I like ’em.

Or rather, when I’ve used them well in the past they’ve resulted in breakthrough promotions.

BUT…

Yup, there’s always a ‘but’, right?

And the clause in this case is that if you do go with an extended metaphor, you’ve got to make sure you’re aware of all its inherent associations.

Though the metaphor might make it easier to explain how your product or service works on the face of it, make sure you consider how customers could mis-read the metaphor.

If there’s any doubt in your mind – or more likely in your gut, as this problem falls into my ’emotionals’ category – then avoid the metaphor and figure out another way of explaining how your product or service works.

You might think you’re over thinking it in trying to second-guess your customer’s secondary interpretation of your metaphor beyond the initial interpretation – but you’re not.

Working out and pre-empting as many of the angles as possible is what makes a good copywriter!

You know it,
Glenn

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Category: Technicals, Uncategorized

About the Author ()

Glenn Fisher is a professional copywriter, founder of AllGoodCopy.com and author of Write Better Copy. He is an expert in long copy sales letters, having written copy that has so far generated more than £10 million in revenue. Born in Grimsby, he now lives in London.

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