Update: Ellen Keith teaches pastry and bread making at the San Diego Community College. She always says, "Here's a quick and dirty recipe for you to try." She loves the idea of easy-to-make, homemade oven creations that don't require a lot of time and expense.

And that's what we'll focus on today. A quick and dirty creation that gets to the point. If it's anything like Ellen's pastries, you know it'll be sweet and tasty.

I have a rather hectic week coming up so I'll probably connect with you in two. Ciao.

Feature Article: The Magic of Metaphors

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Tacky Tactics of Taxing...

Summer has arrived in the Northern Hemisphere. Yippee! I love the long summer days with sunshine and blue skies. And best of all... it's free.

For the moment...

In the States, they haven't found a way to put a tax on sunshine yet, like they've done with tanning salons. Proponents of the Tanning Tax argue they want to protect consumers from the dangers of skin cancer. Just like how the Snack Tax has done such an amazing job protecting consumers from the dangers of obesity.

Right.

Of course the end consumer pays for it all. They always do.

The Magic of Metaphors

Dear Associate,

If you're a consultant, speaker, sales person, marketing creative or a business owner searching for new ideas to inject power, punch and pizzazz into your promotions—how about using the magic of metaphors?

Huh?

What's that?

Believe me: this won't be a grammar lesson. I still love all of my English teachers even though every single one conspired against me with a below-average grade. I'm a trooper and have bounced back from those ego-deflating school days.

Using metaphors will give you a heads-up on how to communicate your marketing message that pierces through your audience's defensive wall of skepticism and arrives gently at their sweet spot.

And once they arrive there—they're with you. You've won them over. Resistance is futile. The red light is turning yellow.

"Metaphor" is based on an ancient Greek word, which translates "carry something across" or "transfer." In today's climate we mainly use a metaphor to bring a direct comparison between two unrelated subjects.

Here's an example:

If you're a financial planner making a presentation before a new client, you could incite unrest about today's volatile economy, the uncertain future and the need for a firm financial foundation for the family. That will hit a chord with most heads of the household. Capice?

But look how powerfully Warren Buffet phrases it with one simple metaphor:

"Someone's sitting in the shade today because someone planted a tree a long time ago."

Isn't that brilliant?

That cuts through the clutter. It mutes the unnecessary noise. It bypasses the threshold of doubt. It melts resistance. It grabs attention and attains access to a person's listening.

Also, it sets you apart...

Using a well-crafted metaphor can distance you from the other financial planners. It qualifies you and gives you the credentials to take up a prospect's valuable time. You'll be received as an expert. But best of all, you'll gain instant credibility.

Are you ready? It's not that hard. Here's what you can start doing...

Identify a point you want to make. Then give a comparison that makes your point for you. Capice?

Let's say you're a law firm and you want to emphasize your firm's fantastic service. You return messages quickly, have been trusted with practicing law for twenty years and the rates for paralegal service is half the lawyer fees. Most firms would probably say something to this affect:

"At Smith, Jones & Klein we offer fast service, affordable rates and an impressive twenty year track record."

That's good, but since you're getting really good using metaphors you decide to go with this:

"You'll sleep better tonight knowing your attorney swims with fish."

How's that? If you're searching for a lawyer, doesn't that pique your interest? Doesn't that compel you to call them first?

I'm sure we're on the same page now.

Allow the magic of metaphors to do its job. Let it sell for you. And then you can smile as you watch the light turning from yellow to green.

Warm regards,