A confusing message is rarely compelling. 

People usually stop paying attention when they stop understanding. 

So as a copywriter, your job, first and foremost, is to be understood.  

But creating clarity, true clarity, in as few words as possible is challenging, like threading a needle in hockey gloves. It takes practice, precision.

Luckily, there’s a shortcut: 

You can use metaphors to paint vivid images, to tell clear, relatable stories. Metaphors will quickly put concepts into perspective. They’ll also help The Reader remember the message.

Do you recognize these famous taglines?

👉 Tropicana Orange Juice: “Your Daily Ray of Sunshine”

👉 Werther’s Popcorn: “It’s What Comfort Tastes Like”

👉 Burger King: “Subservient Chicken”

These brands combined two starkly different concepts to create images and narratives.

You can do this, too. 

Just try plugging your product into these templates:

👉 “It’s like a ____.”

👉 “It’s like ____ meets ____.”

👉 “It’s like a ____ for your ____.”

Metaphors — symbols — are powerful copywriting tools.

Use them to tell your story more efficiently, and with more clarity. 

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Hey there, thanks for reading. :)

If you want more “micro” content, feel free to explore 100s of articles, interviews, courses, and series — all free. 

Enjoy!

Eddie Shleyner
VeryGoodCopy, founder

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