Yesterday, I started reading a book called Metaphorically Selling. It looks promising, but…
The first chapter is all about the NEED for metaphor in sales and marketing. Here’s the gist:
“There is nowhere you can turn to escape the barrage of pitches vying for your attention and your disposable income. Twenty five hundred bids for our attention bombard us daily, from the television, the radio, the newspaper, the …”
How many times have you heard the same “bombarded with information” argument? I guess each marketing book, course, and seminar has to make it at the start, like a doctor putting a stethoscope around his neck to look professional.
I can tell you this:
This argument didn’t make me nod my head in agreement. Instead, it made me think of a talk that copywriter Richard Armstrong gave at AWAI bootcamp. Richard said:
“Nowadays it makes no more sense to say we are bombarded with information than it would be to say that a fish is bombarded with water. No, a fish is swimming in water. He’s living in water. He’s breathing water. To a very large extent, he’s actually made of water. And so it is with human beings and information.”
I probably heard Richard’s talk 3-4 years ago (it’s up on YouTube). I only listened to it once.
And yet, this one idea, that we are like fish swimming in an ocean of information, has stuck with me ever since. It pops up in my mind whenever I hear the cliche claim about being “bombarded by information.”
And if you take a moment to think about what I just said, you will find a recipe for messages that stick with your prospect for years… that pop up in his mind regularly… and that he shares with others, like I just did with you.
But if you don’t want to take the time to figure out the recipe, don’t worry. I’ll write more about it in a book I’m putting together. You can consider the above a free sample of that.
Anyways, the reason I watched Richard’s talk is because I read his own free sample book. And I was so impressed.
Richard is what you might call an A-list copywriter. His free sample book is a collection of his most successful and interesting ads. Along with his funny commentary.
And the best part? Richard’s free sample book is completely different from everything else out there.
Perhaps you don’t believe me. Or perhaps you’re curious. In either case, if you’re the type of person who wants to check things out for yourself, you can take a look at the link below.
But before you go, in case you’d like to take a daily swim in the ocean current that is my email newsletter, you can do that here.
And here’s the link to Richard’s free sample book: