Orangeville, ON (My Corner Office) Marketers use metaphors and similes in their persuasive communications to consumers. These make statements that a product has some unique concept. This style of marketing can have linguistic, visual, and symbolic components.
You may have heard of a muscle and joint supplement called Golden Revive. It describes itself, “like WD-40 for your joints.” You should recognize WD-40 as the world’s oldest and best all-around lubricant. This simile conveys Golden Revive’s ability to free up creaky joints and get you moving and again.
“Budweiser, the king of beers,” makes an explicit suggestion that their beer is ruler over all beers on the market.
Consider one more creative characterization from Dollar Shave. “The shave is so buttery, it feels like you’re carving turns through a virgin Wyoming snowfall.” Your imagination experiences the sensation of a razor skiing a gentle path through the shaving cream.
These comparisons succeed because they evoke a hard to define quality that matters. Furthermore, they’re original, not heard-that-one-before expressions.
Though you won’t find phrases like these in collections like “Words That Sell,” persuade they do!