A recent study just reported on some interesting research: when doctors explained to their patients how a new medicine would work by using a metaphor to describe the process, the drug actually worked better.
As marketers we harness the power of metaphors as well. In fact, they’re one of the most potent tools at our disposal. Take a fresh look at the products or services you sell. How can you equate them with words that draw a picture or conjure up an emotional response?
Some slogans or ad theme music haunt us because they have snuck past our intellect and grabbed hold of our imagination. Think of some taglines that just stick, such as one of our favorites from Timex: “Takes a lickin’ and keeps on tickin’.”
Contrast that with Pepsi’s new tagline, “It’s the cola.” Doesn’t really register on the Richter scale, does it?
When we were working on our own Gumas brand, we wanted to convey the passion and energy we bring to our work. Our final result””where strategy and passion collide! Imagine if we had said instead, we blend strategy and passion. Hardly the same effect.
Read through your marketing pieces and look for opportunities to use a metaphor to bring your message to life. You’ll be amazed at how people respond to emotionally charged words that paint a picture they can latch on to.
Until next month…
