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How do you effectively communicate -- sell -- your ideas in the marketplace? Anne Miller, a speaker, author and corporate trainer, answers this way: Think in metaphors. Metaphors? Review a speech by Ronald Reagan, Jack Welch or Steve Jobs -- or other legendary communicators -- and you'll read prose laced with imagery and analogies that drive their points home. As the author of Metaphorically Selling, Anne teaches businesspeople to put metaphors to work in their own communication. We spoke to her about her approach:
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What if I told you there was a simple, sitting-under-your-nose technique that would increase your writing speed, improve your coherence and dramatically enhance your audience's ease of reading. Would you use it? Yes, you'd say. Tell me more! But listen, my friends, you already know about it. I'm talking about bullets, the unsung heroes of the print world. Why are bullets so effective? Glad you asked!
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I wish all advertising, publicity and marketing communications were truthful and not deceptive in any way. But, alas, that just isn't the case. In fact, the bestselling author Seth Godin even titled one of his books "All Marketers Are Liars." It was an in-joke because the book was actually about using storytelling techniques in marketing, and not about lying. But the fact that he joked about it on the cover of a major book shows there is a problem.
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Have you ever wondered why some people write easily and fluently, while others struggle and strain as if trying to squeeze a 185-lb body into a size six pair of jeans? In 30 years at this trade, I've noticed that effective writers tend to share seven traits. So, with apologies to Stephen Covey, here is my list.
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Here's the latest look at real-life copywriting in action, thanks to Sarah Williams, the head of Wordsmith in England. After we interviewed her a couple of months ago about her innovative "method acting" approach to copywriting, as she calls it (check out our interview with Sarah here), we thought to ask Sarah if she wouldn't mind sending us actual case studies... we could study! Here is this month's:
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