|
Wachovia
has a wonderful series of advertisements right now that picks
commonplace things and analogizes them to banking issues.
Recently one of the advertisements ask: How is investing
like being in a toy store?
Not
everything you see is worth buying.
Analogies
are great shortcuts for explaining complex ideas or
processes. Here's an analogy creation technique that
works.
The
Speechworks Analogy Generation Machine
Step 1. Gather two
or three co-workers for a 20 minute brainstorming session.
Step 2. Write down
the name of your product. For example: “Time Management
Software.”.
Step 3.
Write down
five commonplace items or services. For example,
·
Telephone
·
Bike
messenger service
·
Swimming
pool
·
Steak
knives
·
Stretch
limousine
Step 4.
Come up
with five ways in which your product is like each of the
listed items. For example: Time Management Software is like
a:
·
Telephone
because . . . . even if you ignore it, it will interrupt you
with a loud ring and get you on track.
·
Bike
messenger service because . . . it will ensure that you
deliver your products on time.
·
Swimming
Pool because . . . it keeps you cool and relaxed when the
heat in your office gets unbearable.
·
Set of
steak knives because . . . it allows you to cut through the
gristle of your day.
·
Stretch
limousine because . . . it gets you to your destination on
time and in style.
If you
work hard at coming up with analogies for each item, you
will end up with a couple you like. Don’t worry if your
analogy is not perfect. Remember, you’re just trying to get
your idea across in a way that connects with the listener.
Speechworks helps clients communicate in a way that connects and
persuades. If you’d like help connecting with listeners,
call us at 404-266-0888. Or check out our website at
www.speechworks.net. |
