Metaphorically Selling: How to use the magic of metaphors to sell, persuade & explain anything to anyone by Miller Anne

Author:Miller, Anne [Miller, Anne]
Language: eng
Format: mobi
Tags: Metaphysically Selling
ISBN: 9780976279402
Publisher: Chiron Associates, Inc.
Published: 2009-08-18T16:00:00+00:00

Having trouble hitting upon just the right metaphor? The problem is that you’re probably not “in your right brain.” We live in such a left-brain environment—everything is digital, logical, and linear these days—that it’s easy to get locked into a Joe Friday mindset. Yet when we get emotional, more right brain, the metaphors come easily. “Boy, we are in such trouble. We’re toast!” “The movie was so slow moving. It was like watching paint dry!” “Look at that crazy driver. He drives like a maniac!” Push yourself and the metaphor(s) will come.

Brian had found his positioning metaphor. He had made his money management firm—a field filled with literally hundreds of competitors—into something people could remember because they could see it. The building of a house, with all its attendant designers and workmen, is something everyone can envision, and that’s the key to a positioning metaphor. To make your audience understand and remember who you are, you must give them a visual, whether by invoking a strong image or by teasing out a scenario. The more abstract your job title, the more technical or foreign your business, the more imperative it is that you anchor your description in visual language.

I am the general. My soldiers are the keys, and I have to command them.

—Vladimir Horowitz, Pianist

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.