Persuasive Writing 6 – Using Metaphors to Spark Imagination

January 29, 2009 | 1 Comment

imagination

“Metaphors have a way of holding the most truth in the least space.” – Orson Scott Card

Whether in Homer’s Iliad, Shakespeare’s plays or Rowling’s Harry Potter, fictional writing is packed with metaphors because they’re so effective at stimulating a reader’s imagination.

Metaphors are powerful because by transferring the qualities of one object onto another they can enhance an object’s emotional impact by drawing on the reader’s existing thoughts and feelings about the world around them.

Metaphors can also simplify complex principles into imagery the reader understands and help them to picture themselves in the scenario you’re describing.

Business writing can equally benefit from throwing in a few metaphors, which are regarded as one of a copywriter’s most powerful persuasive devices.

Metaphors reflect everyday speech

A popular metaphor for copywriting is that of chatting to a pal in a bar about a great new product you’ve discovered and why they should buy it.

In everyday conversation you wouldn’t describe a product’s benefit’s using the descriptive language found in a brochure, but would use figurative speech to make your points clearer and to help the listener visualise the benefits in their own mind.

Using metaphors and similes in your writing mirrors the way people speak. By comparing an object or scenario to something the reader already holds to be true you can help it resonate emotionally, as well as add flair and creativity to your writing.

Consider how the impact of the following benefit from metaphors:

  • “After reading this guide on improving your swing you’ll be firing golf balls down the fairway and landing them with laser guided accuracy.” (N.B. avoid exaggeration in copywriting because it can cost you credibility)
  • “All the world’s a stage, and all the men and women merely players,” – Shakespeare’s comparison of life to performing in a play
  • “The words have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often the oath is taken amidst gathering clouds and raging storms.” – Barack Obama

    Metaphors persuade using imagination

    People make decisions based on emotion and logic, and metaphors can be powerful in attaching emotional significance to the seemingly mundane.

    For example, describing global challenges as ‘gathering clouds and raging storms’ is far more evocative and visual than ‘economic recession and wars in the Middle East’.

    When used creatively and with imagination, metaphors can colour your writing with feeling and paint pictures in your reader’s mind.

    Just remember to avoid mixing two different metaphors in one sentence, otherwise you risk blurring their meaning.

    And try to be original rather than rely on tired old clichés (although occasionally well worn metaphors can be effective), which can be difficult but will help your writing sound more imaginative and add vibrancy to your persuasive argument.

    Metaphors are indeed one of the most powerful ingredients in persuasive writing. They can add spice to your words and delight, inspire and seduce readers with a delicious potion of emotionally provocative imagery.

    Next week: writing with brevity, in the active voice and whatever other nuggets I dig up from my notes.

    • Posted by Matt Ambrose | Filed Under Blog, Copywriting 

    Persuasive Writing 5 – Writing Headlines that Reel in Readers

    January 20, 2009 | 2 Comments

    “On the average, five times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90 percent of your money.” – David Ogilvy

    You might be a copywriting genius, and composed a sales letter that can sell carpets to Egyptians. But if you can’t pull the reader into your writing then your compelling copy will merely be a waste of words.
    Whether on the cover of a magazine, in a sales letter or on a web page, headlines are the most important element of persuasive writing.
    It’s your headline’s job to hook readers with the promise of a tasty reward that will reel them into devouring your copy.

    So let’s be clear: your headline must be able to attract the reader’s interest if your writing is going to have a chance of selling your product.

    “If you can come up with a good headline, you are almost sure to have a good ad. But even the greatest writer can’t save an ad with a poor headline.” – John Caple

    Interest = benefit + curiosity

    People are, by nature, motivated by pursuing their own objectives in life and what can benefit them personally. So they’ll only read your copy if they think there’s something in it for them.

    This means your headline needs to offer the promise of a benefit the reader will gain from reading what you have to say.

    People are also curious. And headlines should feed on people’s curiosity by hinting at the benefits your writing offers.

    So whether it’s the promise of valuable info, solving a problem or a full proof money making scheme, your headline needs to offer the promise of a benefit and build curiosity if you’re going to reel in readers.

    Add sweat, tears and a full paper bin to the above equation

    Finding the magic combination of words that will hook readers into your writing is tricky.

    So you’ll need to write as many benefit and curiosity laden headlines as you can. Some copywriters will write out over 100 before they settle on one they’re happy to use to bait their sales letter.

    After you’ve settled on a winner, you can use your second and third choices as subheads to break up your copy and highlight your argument’s key points.

    A few headline ideas to get you started

    Here are a few tried and tested headline formulas you can adapt:

    • Make a bold promise with a guarantee e.g. ‘Play the Piano in Seven Days or Your Money Back’
    • Provoke curiosity with a question e.g. ‘Do You Make These Mistakes in English?’ (Maxwell Sackheim)
    • Explain clearly what benefit your offering e.g. ‘How to Win Friends and Influence People’ (Dale Carnegie)
    • Use a strong verb and a commanding tone of voice to suggest what action the reader can take e.g. ‘Win At Poker With These Strategies Used By The Pros’
    • Make a bold attention grabbing statement e.g. ‘Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks And Slices…And Can Slash Up To 10 Strokes From Your Game Almost Overnight!’ (John Carlton)
    • Make a no frills news announcement e.g. ‘New Dimoxnyl Hair Tonic Grows Back Your Hair and Youthful Looks Overnight!’

    Writing headlines is a tricky business for even the most experienced and talented copywriters.

    But working on creating a headline baited with the promise of a benefit and curiosity should get your pen scribbling towards creating headlines that hook more readers and reel them into your words.

    Posted by Matt Ambrose | Filed Under Blog, Copywriting 

    That’s it, I give in…I’ve joined Twitter!

    January 12, 2009 | 1 Comment

    I’ve been able to avoid it up until now, thinking it would just be another time waster and excuse to procrastinate (up there with checking my site stats every two minutes).

    However, after listening to the Freelance Radio podcast (recommended listening to anyone navigating the freelance, remote working world) I decided to give Twitter a whirl.

    The whole panel sang it’s praises as an excellent tool for networking, getting to know people in your field, sharing information and getting questions answered, so not wanting to miss out I thought I’d join the flock.

    At the time of writing I’m following 0 people and have 0 followers, so if you’d like me to join your network please let me know your username in the comments:

    Posted by Matt Ambrose | Filed Under Blog 

    Persuasive Writing 4 – Structure

    January 7, 2009 | Leave a Comment

    Dollar's skyscraper

    In earlier chapters you identified how to appeal to your target audience and compiled a list of your product’s benefits.

    Now you need to plan how to structure your writing so it leads your reader along a logical path of thought towards taking action.

    Just like how a seasoned debater or lawyer prepares to argue their case, you need to assess how to communicate your points so they resonate with the reader and seduce them into agreeing to your proposition.

    Remember that people make buying decisions based on logic and emotion, so your writing needs to trigger both if you’re going to persuade the reader to pull out their credit card.

    Thankfully, there’s a tried and tested structure used by generations of copywriters to convince their readers that buying their products is the smart thing to do.

    Abbreviated to AIDA, applying this structure will help you to maintain the readers’ attention, present your points in an appealing manner and provoke the reader into taking action.

    Attention – the headline

    “If you spend your advertising budget entertaining the consumer, you’re a bloody fool. Homemakers don’t buy a new detergent because the manufacturer told a joke on televisions last night. They buy the new detergent because it promises a benefit.” – David Ogilvy

    The most important element of persuasive writing is the headline. If you can’t pull the reader into your first paragraph then the sweat and tears you’ve poured into the rest of your writing will be wasted on words that go unread.

    Writing attention pulling headlines is a complex psychological puzzle in itself, so I’ll cover headlines in more depth in my next post.

    In basic terms, your headline should clearly promise a benefit that the reader will gain from reading your sales letter or web page. This could be the offer of valuable information, how your product can solve their problem or how you can help to enrich their lives.

    Whilst the temptation is to show off your creative wit with a droll pun, using subtle humour in headlines risks alienating readers. Some might be confused by your witty wordplay, whilst most will fail to see the benefit of reading further.

    Instead your headline should focus on making a clear, compelling promise and sparking the reader’s interest into hearing what you have to say.

    Interest – the problem

    “A copywriter should have ‘an understanding of people, an insight into them, a sympathy toward them.” - George Gribbin

    After you’ve pulled the reader into your writing, you need to continue building interest in the promise you’ve already made.

    This means stirring up the reader’s emotions, and poking at the pain you’ve offered to help them cure. As suggested in my previous post, compile a list of the problems your product can solve.

    Your first few paragraphs should then use emotive language to describe these problems, and create an image in the reader’s mind of the annoyances, inconveniences and shear pain caused by having to deal with them in their daily life.

    You could open your first paragraph with stats and figures to show how the problem is more common than the reader might think. This can help to create a sense of inclusion and to reassure the reader you know what you’re writing about.

    Use empathy to build a bond by describing how you personally or someone you know (even if they only live in your mind) has had to cope with a similar problem and the pain it has caused them personally.

    After you’ve finished stirring up the reader’s emotions with images of the problems they have to deal with, make a compelling promise of the tonic you have to sooth their pain, and entice their curiosity into reading more.

    Desire – the solution

    “The only way to influence someone is to find out what they want, and show them how to get it.” – Dale Carnegie

    Now that you’ve created interest and intrigue, you need to make good on the promises you’ve made by explaining how your proposition is the answer to the reader’s problem.

    Describe the benefits someone has gained from your product and how it has improved their lives, such as saving time, money or becoming more successful.

    Heap benefit onto benefit, and provide logical reasons why they should buy what you’re selling and why it’s superior to the other solutions available.

    Explain the reasons why they need your product in a logical, rational sequence and provide evidence, whenever possible, to add concrete to your claims. Remember that readers need logic to backup their emotional impulses.

    When you’ve finished explaining all the benefits the readers can gain, provide the social proof of your offer with testimonials, stats and real world examples.

    And when you think your reader is wavering throw a guarantee onto the pile to tip their indecisiveness in your favour.

    A limited time offer or money back guarantee might seem like your throwing away money. But guarantees are a powerful way of removing the sense of risk and objections that might be holding your reader back from clicking on ‘buy’.

    Whilst you might receive a few refund requests, the number of additional sales you can attract with a guarantee should still keep the bean counter weighed in your favour.

    Action – telling the reader what to do next

    After you’ve built the reader’s excitement about the wealth of rewards to be gained if they just say ‘yes’, you need to clearly tell them exactly what to do next.

    Whether it’s entering their email address, calling your sales team or buying that instant, make sure you state what you want the reader to do if they want to reap what you’ve promised.

    Finally, you could end your sales letter or web page with a postscript (abbreviated to P.S.), which is estimated to be the most read element after the headline.

    You can use the postscript to restate your offer, remind the reader you’re on their side and to add an additional benefit if they respond today, such as a discount or free eBook.

    So there’s a brief whistle stop tour of the AIDA principle used by generations of copywriters to structure their sales letters and web pages. The way in which it appeals to the self motivated nature of human psychology makes it a powerful tool indeed, so use it wisely and responsibly.

    Next week: headline writing tips.

    Posted by Matt Ambrose | Filed Under Blog, Copywriting 

    Welcome to 2009 Crucible Readers

    January 6, 2009 | 1 Comment

    Now the holidays are behind us, I hope you’re as ready as I am to get stuck into 2009 and to take advantage of every opportunity offered by the net for marketing and growing your business.

    It’s certainly going to be a tough year for many people; I’ve started hearing the ‘d’ word mentioned in reference to the economic plight both sides of the pond.

    However, I’m going to leave doom ridden talk to the journalists, and instead concentrate on the opportunities available to SMEs who’re able to promote themselves more responsively and flexibly than their monolithic corporate competitors.

    The next chapter in my writing persuasively series is almost ready to go to press. But in the meantime I’d like to share with you a new eBook bda (Buckingham Design Associates) have published, which I’ve contributed to and features some of their most popular blog posts from last year.

    You can download the eBook for free from their website, and I think it provides a great example of how you can reuse blog content so it continues to be read long after it’s become buried in your archives.

    If the following article titles interest you, why not head over to the bda site and have a flick through the eBook for yourself?

    1. Marketing in a recession – can you afford not to?
    2. Branding – what’s your big idea?
    3. The new email marketing – talking to customers individually
    4. Discover the power of storytelling
    5. Logo design tips – what does an image say about you?
    6. Going tribal – two UK websites thriving from tribal marketing

    Posted by Matt Ambrose | Filed Under Blog