How to use Metaphors to create Impactful Business Presentations
Metaphors allow you to make the complex simple and the controversial palatable. Conversely, metaphors allow you to create extraordinary meaning out of the seemingly mundane.
~ Brian Clark
Brian couldn’t state it better, and don’t think that metaphors are only for fiction writing and movie making; they are highly useful in business settings.
And that's what we're going to explore today in this post.
But then you’d ask, why go through the trouble to creating something just to tell another thing, when telling it as it is would be enough?
Well, the truth is, not everyone thinks like us - if you’re married or have communicated with young children before you will get what I mean. Metaphors will help them understand the gist of the message better.
In their researches, learning theorists concluded by leveraging on metaphors, we are essentially using something called "prior knowledge" to bridge new concepts to something we are already familiar with.
Let’s look at some examples.
“The ballroom is the size of a football field” - picture of football field immediate comes to mind.
“This software is the whatsapp for client services” - it’s a communication tool for improving customer service.
"The news hit my boss like a bullet train" - Whamp! The announcement literally threw the boss off the chair! Hey, that's a metaphor too!
See, metaphors paint pictures of familiarity, and if you use them well, they can make your presentation messages more relatable to your audience. As a matter of fact, it makes technical information so much more relevant to your audience.
Remember in my previous post on the presentation secrets of Steve Jobs? I mentioned one of his secrets was using metaphors, and one of the examples was Steve talking about the capacity of the iPod. You see, instead of saying it having 5GB of space, which frankly, most consumers won't be able to relate, Steve said,
"This iPod can hold over 500 of your favourite songs."
"500 favourite songs" is something you can grasp immediately, without working out the math of 5GB.
Here's another example that I gave.
"The iPod Shuffle is smaller and lighter than a pack of gum".
There you go! Without delving into the weight and size of the device, you can already imagine in your mind how the iPod Shuffle will feel in your hands.
By now, your next question will be, how do you create metaphors? Let's go.
Tips of Creating Metaphors for your Business Presentations
Here are a basic tips to get you "metaphoring" in no time. And I thought to make it easier for you, let's use insurance policies as an example, NOT because I'm trying to sell you one, but because it's a service that we are all familiar with.
Think about the message you want to drive home - highlight the key points
So in the case of insurance policies, the key points would be words/phrases like security, peace of mind, and protection.
List down a few objects, scenes or stories that can be linked to the message and/or the points.
So what comes to mind when you think of the key points above? For me, umbrellas, a firm helping hand from a friendly stranger, a hug that a parent gives to a child, or even a teddy bear.
Tip: Find something generic that most people can relate to
Test the link
Using the examples above, test it out with friends, family members and colleagues. Ask them questions like, "If you see a child holding a teddy bear tightly, does trigger the words like protection and love?"
Use descriptive words
Colors, emotions, expressions, even tiny details.
For example: "Picture this: you see your child holding her teddy bear tightly, lovingly and protectively. Deep down, do you wish that you, too, can do the same for her too?"
Bonus Tip: The art is to keep the descriptive words to be sufficient, meaningful and effective. Too many descriptive words will bore people - overdetailed.
Totally optional, but you may want to add a ‘twist’ to the metaphor to make yours message more impactful
To add a little spin to the story, introduce the next slide where the same teddy bear is now lying on the floor, covered in dirt. In the background, you see a child weeping for her lost. Then, in a swift gesture, like a superhero, someone picked up the teddy, dust it clean, and hand it to the now smiling child.
Setting -> Tragedy -> Heroic Act
BTW, that just described most of the movies you've seen in the past, and yet you don't get tired of it because it's a proven formula around a familiar metaphor!
Use a picture or short video clip if you can find one.
If you’re using the video clip, make sure it’s “chunked” high enough for you to blend your message in (What’s chunking? I’ll talk about that in detail in an upcoming post. Promise.)
So there you have it. And like anything else, practice leads to improvement. Even in casual conversations, try using metaphors. The worst that can happen is they can’t catch your “drift” or “ball”, and that oddly, that still can work to pique their interest!
Oh yeah. What are some metaphors that you caught yourself using regularly? Mine's "You know that euphoric feeling you get when you suddenly win a prize? That's what Steemit makes me feel everytime I check my account!"
Wait, why's Mav posting on Steemit nowadays?
Well, unlike other blogging and social media platform, Steemit is the only platform that allows me to earn cryptocurrency when I engage with it. Yup, one Steem is about USD5, and you, too, can earn Steem Dollars every time you:
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The only difference? For once you can earn a nice income on the side!
Sign up for a free Steemit account, and you can thank me by coming back and upvoting this article. And guess what, you will earn Steem too for doing that! #awesome
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Great post on metaphors and communication @maverickfoo. Clear, simple and easy to understand.
Thank you for sharing.
This article is the encyclopedia Britannica of how writing metaphors into your business presentation can be quite effective :) ;)
Thanks @maverickfoo
Wow, thanks for the kind words. Will keep it up.
Also works when explaining complex things, like philosophy or politics, combining metaphors with stuff coming from movies or tv series helps a lot
I.E. if i want to talk about making a decision i could quote Matrix in the pill scene
Stuff like that
Yeap, pop cultural references make easy connections!
Just finished re-reading and take notes of your post on presentation secrets of Steve Jobs, just exactly the right time to read this post. First 4 person to upvoke your post.:) Your posts are so knowledgeable.
Haha, thanks for the support, @vinciwenchee. Looking forward to your next presentation. :)
I also hope that I have a chance and courage to present.Tq for yr support and encouragement
I was not aware that Steve used so many metaphors in his sales approach! Does not surprise me at all but really does help to see the examples.
I believe that the more senses you can include in your dialogue, the better your communication will be. We all take in information differently and we express it differently as well.
In Neuro-Semantics we call the primary sensory systems "VAK" or Visual - Auditory - Kinesthetic. This is pretty basic knowledge but we often forget that most of the population IS primarily visually oriented. Thus, having metaphors really allows individuals to see (within their mind's eye) a word in a visual format.
I believe that has a lot to do with why it's effective.
We are, however, moving into the auditory age as we speak (no pun intended) with siri, amazon echo, or google home we'll be speaking and hearing our search results in the future!
Awesome post @maverickfoo. Really enjoyed it.
I write about empowered psychology and how to inspire creativity. Today I wrote about the power of failing early on. I'd love to hear your thoughts about it: This Is Why NOT Succeeding Early On Is The Best Thing For You
Hey @axios, thanks for leaving such a good comment here.
Yeap, totally agree that the world is predominantly visual (70% I heard once). I also think that metaphors works well for the Auditory Digital (Ad) people, who talks to themselves and reflects a lot.
Yes agreed! AD is probably more relevant, especially for internet based communication in the future.
This is great - wasn't Steve Job's actual phrase:
This is the link to his immortal words here:
Ahh, i never realize metaphors make such a difference in conversations or presentations. Metaphors make it so much easier for audience to grab the message of the presenter. Really good point and helpful!
I think we use it more than we like to think. Especially when we give examples, or when we try to sensationalise some facts.
Glad you've enjoyed them. :)
This is very educative to mem I never knew u can use metaphor in your business presentation. I thought it only for fiction and movie writing. Thanks so much for sharing with us.
I like to think as humans, we all like to be entertained, and we grew up with stories. So even as adults, there's still the child part about us. :)
This is an awesome photography. Its really amazing photo and also creative art. I really impressed your photography.
upvote & resteem
Good luck sir @maverickfoo please vote me