Unlike a lot of copywriting pros who’ll tell you to steer well clear of extended metaphors in copy…

I like ’em.

Or rather, when I’ve used them well in the past they’ve resulted in breakthrough promotions.


Yup, there’s always a ‘but’, right?

And the clause in this case is that if you do go with an extended metaphor, you’ve got to make sure you’re aware of all its inherent associations.

Though the metaphor might make it easier to explain how your product or service works on the face of it, make sure you consider how customers could mis-read the metaphor.

If there’s any doubt in your mind – or more likely in your gut, as this problem falls into my ’emotionals’ category – then avoid the metaphor and figure out another way of explaining how your product or service works.

You might think you’re over thinking it in trying to second-guess your customer’s secondary interpretation of your metaphor beyond the initial interpretation – but you’re not.

Working out and pre-empting as many of the angles as possible is what makes a good copywriter!

You know it,


Glenn Fisher was born in Grimsby in 1981. After a number of years working in the local council, he left to become a copywriter and founded AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher and in 2018, having helped launch and grow Agora Financial in the UK, he left to write copy on a freelance basis, focus on coaching aspiring copywriters and publish his first book, The Art of the Click. He now lives happily with his partner Ruth and dog Pablo on the east coast of England.

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