What do Shakespeare and big businesses have in common? ‘Tis the ability to use beautiful metaphors to capture the audience’s heart and mind, of course.

Check out this great article about using metaphors to make your business communications as irresistible as a ______ (fill in the blank with something you find irresistible). I loved the point about remembering that even if you’re speaking to one individual, you’re always communicating with two different “people”: the right brain and the left brain.

When our clients ask us to work on concepts for, say, new ad campaigns, we work hard to come up with something that captures the heart and the mind. How can you capture the heart with a new IT system, you ask? By appealing to the listener’s emotional side - particularly by creating a mental image they can relate to and be pleasantly surprised by.

We all have it in us. It’s just a matter of training that creative muscle - and knowing when to use it.

This entry was posted on Monday, February 25th, 2008 at 11:31 am by Anastasya Partan and is filed under Communication, Language. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.