Alison Golan, Social Media Strategy Expert at Porter Consulting
During a recent Skype meeting, my colleagues and I were reviewing an upcoming article that would be the first in a series of articles on a specific topic. The writer’s introduction was amazing – he captured our attention immediately using an analogy from a popular television show. I immediately sent an instant message to my co-writer to discuss our follow up article. I typed, “We need to up our game and lead with an analogy!” She wholeheartedly agreed.
So for the next hour, we brainstormed about an analogy we could use. It took a bit of creativity, and lots of back and forth, but we finally settled on an analogy to liven up our story.
Using an analogy is an ideal way to bring your copy to life because it allows the reader to visualize what you are saying. An analogy can also help explain a complex or unknown concept by comparing it to something the reader knows and understands. But finding the perfect analogy can be tricky.
According to the Merriam-Webster’s dictionary, an analogy is “the act of comparing two things that are alike in some way.” So the first step in trying to find an appropriate analogy for your writing is to figure out something everyone knows that is similar to your topic.
For example, I wrote an article that compared starting a social media campaign to running on a treadmill. My suggestion was to start slowly, ramping up at a pace you could handle (like you begin on a treadmill with a slow walk, then move to a jog, then end up running). Many people can relate to this analogy, so my hope was that readers would better understand and remember what I was trying to tell them: start small and build your social media program as you feel comfortable. (See my article: Starting social media at a small business? Remember the treadmill.)
For more information on using analogies in your writing, check out this excellent article from PRNewswire: Using Analogies in Your Content Marketing is Like…
Here’s another article with some great tips on using analogies.
To bring life to your next content marketing piece, try bringing in an analogy. Then send me an email with a link to the copy. I’d love to read it!
Alison Golan is a writer, social media consultant, and marketing expert with 20+ years of experience teaching technology companies how to better tell their stories. At Porter Consulting, Alison works with a team of professionals to help companies grow revenue and market share by utilizing the latest marketing and sales methodologies. To read more blogs by Alison, check out Porter Consulting’s blog site at www.porterconsulting.net.