Using Metaphor to Create More Effective Sales Messages

Abstract

Explores the use of metaphor as a particular feature of language for making sales messages more effective. Examines the concept of metaphor, its use in advertising and its use by marketing practitioners. Concludes that the effective use of language and particularly metaphor is vital for successful marketing and sales performance. Outlines a ten‐point strategy for developing metaphor skills in order to improve marketing messages and sales effectiveness.

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