After we entered school we had a lot to learn. We left sand box, nap, and all day playing with our imagination. No wonder we have lost touch with our original, playful, creativity. We are in information age, expecting to read short, concise pieces. Yet, we can, if we play a little, add more of our original ideas to our books if we use metaphor.

Metaphor means wedding a word to an image, sound or feeling. Metaphor is a fusing of dissimilar entities into one new image. Metaphor asserts a likeness between two unlike things. Images are word pictures that give language power and richness by involving our senses in experience. When you wed an image or feeling to something totally unexpected, you produce a new pattern--a metaphor that creates a powerful picture.

The purpose of metaphor is to intensify your awareness of images around you. Clichés are worn out metaphors. Avoid platitudes because your reader will be bored with them and not read on. Write naturally and avoid pompous words like "utilize."

Metaphors create tension and excitement by producing new connections. Hence, they reveal a truth about world we previously didn't recognize. The power of metaphor is to surprise us.... Marilyn Ferguson, author of The Aquarian Conspiracy, says, "Metaphor builds a bridge between hemispheres, symbolically carrying knowledge from mute right brain so it can be recognized by left as being like something already known."

When your potential customers glance (about 12 seconds) at your front cover and back cover, and see originality there through metaphor, they will gain insight that sheds new light on a familiar concept, idea, event or feeling. Your metaphors hook them and seduce them. Now, they will hand you their check or credit card feeling good about themselves for decision.

Fieldwork:

Perhaps you need to change your focus. If your promotion approaches are time consuming, aimed at too many groups, and not bringing in great sales, you may be spread too thin.

A client I'll call Joan came to me with her promotion challenge.

After spending a lot of time writing and marketing her book, she started to lose coaching clients. Some left because their work was completed, yet replacements didn't come.

We set up a strategy session. Her goal? To replenish her lowered income with 5 new coaching clients. Here is an example of intention and attention.

The strategies?

One. Traditional Marketing Strategy:

Joan was missing social interaction outside office. While she put out a great ezine, where were smiles and social life? For balance, she planned to attend a few networking events each month. While they take time, they are necessary to balance her life.

A seminar and teleclass leader in past, Joan also decided to offer in-house seminars again.

Joan's success?

I advised her to use her ezine to get word out about her upcoming local seminars and teleclasses. Within two weeks after sending out her ezine (online marketing), she received several sign-ups for her upcoming seminar (traditional). While networking, she coached someone on spot, and got a new client!

Traditional marketing combined with online are a great marriage.

Two. online Marketing Strategy