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.

BUT…

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

Author

Glenn Fisher is an author, copywriter, podcaster and speaker. 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 before leaving in 2018 to write freelance. His first book, The Art of the Click, has quickly become an Amazon bestseller and was shortlisted for the Business Book Awards. He is the host of the popular All Good Copy Podcast and regularly writes and consults for numerous businesses, brands and ad agencies. He lives happily with his partner Ruth and dog Pablo on the east coast of England.

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