A Metaphor is Worth A Thousand Words

Have you ever tried explaining Bitcoin to your 80-year-old grandma?

“It’s like digital gold.”

Or explaining the ‘cloud’ to your uncle?

'It’s like an invisible magic box holding all your photos and files.'

Explaining quantum physics to my 10-year-old nephew felt like herding cats.

Until I said, “It’s like an invisible game of tag”, And his eyes lit up with understanding.

Every time you start a sentence with “It’s like”, chances are you’re illustrating a complex context with a metaphor.

Metaphors are like the Swiss army knife of your linguistic toolbox.

They turn something alien to us into something we can relate to.

They help us piece together complex concepts and create a picture we can understand.

But have you ever wondered just how powerful they are?

A study titled "Metaphor in the 'Marketplace': Framing Social Influence and the Wisdom of Crowds" by Landau, M.J., et al., blew my mind recently.

It digs deep into the influence of metaphors on our perceptions and decision-making.

Here are my favourite takeaways

THE MINDFUCK

• Metaphors Frame Our Understanding

They help us grasp complex ideas by linking them to familiar ones.

They're not just fancy linguistic devices; they're cognitive tools.

And they're super powerful in shaping the way we understand the world.

• Metaphors Influence Perception

They can dramatically influence our attitudes and actions.

For instance, consider a problem as a "beast" that needs "taming" versus a "puzzle" that needs "solving".

Same problem, but feels entirely different, right?

• Metaphors Drive Action

If metaphors shape how we think, it's no surprise they guide how we act.

They can encourage, dissuade, and even spur creativity.

• Metaphors Can Encourage Cooperation

Metaphors can trigger collective action and social bonding.

They make abstract concepts feel more tangible and personal, motivating us to work towards a common goal.

And last but not least, a warning:

• Metaphors Can Be Double-Edged Swords

While metaphors can illuminate, they can also mislead.

They can oversimplify complex matters or induce bias, especially when used in persuasive contexts like politics or advertising.

So, what's the big deal for us copywriters?

THE MINDSET

Metaphors matter.

They're not just for jazzing up your prose; they're steering wheels that drive your reader's perception and action.

If you’re selling a personal assistant app, Instead of writing:

"Our app makes your tasks easier",

try "Our app takes the load off your shoulders."

Swap "Our vacuum cleaner is very powerful"

for

"A dirt-guzzling monster."

Instead of saying,

"This course will improve your skills."

try "A gym workout for your brain."

Swap "Our company provides financial advice."

For "A financial GPS guiding you to your wealth goals."

Don’t say, "Our tool manages projects effectively"

Say

"Our tool is a symphony conductor, orchestrating your projects to perfection."

Next time you write, play around with your metaphors.

Are they simplifying your point?

Are they framing perceptions the way you want?

Are they driving your readers to act?

In the kingdom of copywriting, metaphors are your loyal knights.

Use them wisely, and they'll win battles for you.

Keep curious,

Khlauss

PS: Link for the full study on metaphors here

P.S 2.: If you’re in the fitness or sports industry as a solopreneur, content creator or coach, I’d love to talk to you. I’m happy to offer a free discovery call and give you creative advice on any bottleneck you’re facing (landing page, VSL, e-mail sequence, you name it) in exchange for a better understanding of your struggles.

If you’re interested, hit reply or slide me a DM on Twitter.