Web writers whose job is to turn out 50 – 100 articles in a few days often forget to have fun with the nuances of language. I’m not condemning those who write for those clients or in that style. Keyword writing is simply another form of the craft.
Web writing is straightforward; similes and metaphors don’t make for good SEO. If you’re a full time freelance writer for Web or print it may have been some time since you’ve heard the words simile and metaphor. On the other hand, good copywriters employ this device all the time.
When I had a homework assignment for the business success course I’m taking I was excited for the opportunity to write ten metaphors to describe myself. I also came to a conclusion as a writer. It’s much easier to craft a good simile than a metaphor without venturing into the melodramatic — or the downright silly. Before I go any further, the grade school definitions of simile and metaphor…
Simile and Metaphor
A simile uses like or as to compare two people or objects or to compare a person to an object. “Crazy as a loon.” “Slow as a turtle.”
A metaphor is a direct comparison. You are saying one object is another, to imply that one thing has the characteristics of another.
EX: “Her eyes were pools of crystal blue water. I could dive in and drown.”
The danger with metaphor, of course, is you might be taken literally. I remember experimenting with metaphor in elementary school. “She was a picture of you,” I told my mother, describing a teacher that resembled my mom and happened to dress like her.
“What? Who had a picture of me? Where?” asked my photo-phobic mother.
So much for metaphor. Since then, I’ve been leery of them.
But it’s hard to deny the power of a good metaphor in sales copy, magazine articles, news stories and yes, even content writing.
The Power of Metaphor
We all know (at least I hope we do!) the importance of storytelling in writing, and particularly in ad copy. Well, a metaphor tells a whole story in a pint-sized package.
Forgive the link to someone else’s ad copy, but I can’t resist sharing this metaphor from Gary Bencivenga about, appropriately enough, metaphor. “Good metaphors are wizardry that work real magic in your prospects’ minds.”
That single sentence says more about metaphors than I’ve said in 700 + words.
Rules for Writing Good Similes and Metaphors
Good metaphors are hard to write. Here are 3 simple rules for crafting a good metaphor. These apply to similes, too.
A note: When you’re writing, don’t worry too much about the technical difference between similes and metaphors. Just focus on painting powerful pictures with your words.
Avoid cliches. It may seem as if, like men, all the good metaphors are taken. That’s a simile, incidentally, because I’m not saying metaphors are men. They are like men. With a little thought and imagination you can still devise unique similes and metaphors that avoid cliches.
Keep it simple. I came up with some really bad metaphors during my homework assignment. I’m talking cringe-worthy. Complicated. Sentences that went on for lines and lines to convey my point.
A good metaphor should require only a few words. “He’s the Bill Gates of Internet marketing” paints a clear picture of an extremely successful Internet marketer. (I don’t know if anyone should rightfully hold that title yet.)
“She’s the Hemingway of content writers” would be a great compliment to pay someone.
A good metaphor needs no further explanation. It paints a strong visual picture in very few words. That’s what makes it effective.
Make it universal. People should understand immediately the message you want to convey when you use a simile or metaphor. Choose common objects whose traits are well known. Draw on movies, myths and literature.
Fun with Metaphor
Before I sign off, I can’t resist sharing the link to this Copyblogger post about writing metaphors. Anita Ashland’s examples, culled from centuries of good writing, are blueprints of originality.
Might I also add that I hate her friend who claims metaphors just “pop into her head spontaneously as she’s writing”? She’s like one of those women who say she’s always been a size 3 as she scarfs down a 1/3 lb. Angus burger. We’re allowed to hate her.
I’ll leave you on that inspirational note. With these three simple rules for writing similes and metaphors, go forth and sprinkle the Web with these literary devices like Johnny Appleseed planting trees. Reclaim the lost art of the metaphor… beginning in our comments section.
Thanks for linking to my post about metaphors.
I’ve often heard copywriters say things like, “The writing isn’t important. It’s the sales skills that are the most important thing.”
Yet I think we do have to pay careful attention to the craft of writing otherwise our copy and articles will get lost in the crowd.
I wish I had my friend’s knack for thinking up vivid metaphors. That’s why I have a document where I write down the metaphors I come across in books and such so that I can hopefully develop more of an ability for writing metaphors.
Great post, Dawn. One thing I would like to add (you know this because I’ve harped on it a lot in our conversations) but a lot of people are not aware that metaphors confuse the literal-minded. People with certain disorders like Autism and Asperger’s have no clue how to translate metaphors.
Concrete language or an explanation of the metaphor may help these people understand your article better, you would be surprised at the number of Auties and Aspies online today.
So true, Julie. However, to explain a metaphor (in marketing material or a short article) would be to dilute its power. If you have to explain a metaphor to your audience, it falls short.
Therefore, it once again comes down to knowing your audience. Will your audience be moved by metaphor or should you keep it straightforward?
Anita-
Thanks for checking in!
IMHO, the sales skills are IN the writing. Benefits sell. Stories sell. Metaphors sell. These things tug at our heartstrings and make the message memorable.
On the flipside, grammatical errors (to a degree) and convoluted or passive writing detract from the message. And the message is how copywriting works to sell.
Copywriters who say writing isn’t important amaze me. If the *writing* isn’t important, why is it in the title? LOL
I agree completely, Dawn. For example, I don’t know how many times I’ve seen the phrase “loose weight” in sales pages and articles about weight loss. Argh! Saying that the writing isn’t important and that it’s all about salesmanship is like a carpenter saying the blueprints and skills of the architect aren’t important.
.-= Anita Ashland´s last blog ..Does email copy need to be persuasive? =-.
Oooh… good simile, Anita.