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Apparently in our general day to day speaking, we use about six metaphors a minute in conversation.

Now metaphors are the use of something to describe something to which it is unrelated.

Metaphors bypass our minds and appeal to our hearts (or gut!)

They are not about analysis, they are expressions which create powerful and lasting images and ideas.

They communicate both tangible and conceptual information.

Metaphors create synergies between an abstract idea and concrete picture.

If something is described as being ‘on target’ for example, it hits both the meeting an objective notion as well as an arrow (or dart or bullet) hitting a bullseye. Two different parts of our brain are fired up.

The ASB bank has/had a great metaphor with its slogan/value proposition, “One step ahead”.

So, use metaphors in you copy, in your story, in your first most important story.

Punchline – Million Dollar Messages…a metaphor in itself, and we can help create one for you.