Marketing 101:Metaphors Matter (When Telling Your Story)

  It seems the flavor of the week for marketing wonks is story-telling, which is   necessarily the art of using metaphors to articulate what sets you apart from the rest. Enough can’t be said about the impact of using metaphors within a business setting, whether in the course of internal discussions to relay the importance of a new product or initiative,  in a ‘client-facing’  mode, or my favorite: when making a large audience presentation.

Once you accept the above premise, here are some pointers:

The metaphor should necessarily be one that will resonate with your recipient.

Reminding us of the “know your customer/prospect rule.”

i.                 Before engaging in a dialogue,  you either already posses, or you will research and capture as much intel (business as well as personal interests) that will enable you to make an educated guess when selecting appropriate metaphors that illustrate your value proposition.

ii.                Even if you believe you know your customer, be deferential and solicit your target to share what his/her ‘hot buttons’ are.

iii.               Present yourself as being objectively informed, not presumptuous as to the intentions/motivations and goals of your target.  

7 Signs You Need A Metaphor

1. Your listener is confused.


2. Your client is stuck on an objection.


3. Your client sees no difference between you and your competition.


4. You want to drive home a point vividly and memorably.


5. You have to wiggle out of a difficult situation.


6. Your client is stalling.


7. You want to wow or motivate a larger audience.

Marketing 101:Metaphors Matter (When Telling Your Story)

2014 Top 8 Rules When Choosing a Brand Management/IR/PR Consultant

If you’re outsourcing B2B and IR-related brand management services, you obviously want to use a firm (or expert consultant) that “gets it” when it comes to you, your business and what you want to accomplish, even before you do. Someone that is fluent in your industry, what you do within that industry, your competitors, your customer base, and most important: the most innovative ways to influence how your enterprise is perceived. You want someone that is both a corporate-level sales guru and marketing madman, and also sensitive to your cost/benefit concerns.  And of course, someone you can trust to manage your expectations properly, which means they under-promise and over-deliver more often than not.

If you find yourself switching ‘agencies’ too often, or if you have ongoing frustration with what you expect vs. what you are getting from your ‘consultant’,  its likely those vendors were (are)  missing 3 of the most critical qualifications noted above.

2014 Top 8 Rules When Choosing a Brand Management/IR/PR Consultant