One of first lessons I ever learned about advertising was that you have to get your point across quickly, before your audience loses interest. There's a big problem with this, though: many sales messages are too complex to get across in just a few seconds or paragraphs. This is especially true when it comes to selling new technologies or sophisticated business opportunities -- two "biggies" in Internet business.
So what can you do? On one hand, you want to make your message short and easy to understand, but on other hand, you don't want to over-simplify your sales pitch. This can be quite a puzzler.
The best tool I've found for making my point when it comes to explaining complex ideas is to use a comparison. If you try to explain a new concept from scratch, you're never going to be able to keep audience's attention. With a good comparison, however, you are not starting from scratch -- rather, you are using your audience's prior knowledge about something else to make a statement about your product or service. In essence, you are just taking what your customers know already, and then "tweaking" it a little bit to help make your point.
There are at least two ways that you can use comparisons in your persuasive messages:
1) Comparison and Contrast: This is probably most common form of comparison. You simply use people's knowledge of some product and service and then show how yours is different and better. This allows you to focus your valuable "message time" on benefits and advantages of your offer.
For instance, if you were trying to market a new software program, you could say, "Our program works just like a word processor, but allows you to edit, modify, and upload web pages as well. It's power of an HTML editor with ease of a word processor!" By phrasing it this way, you can do a lot of explanation in just a few words. You are also doing one thing that we all desire -- you are distinguishing yourself from your competitors.
2) Analogy: Analogies are also very good for explaining complex subjects. In an analogy, you help people understand your idea by showing how it is similar to something else. This, of course, will only work if you use something that audience is already familiar with -- if you don't, you're only doubling their confusion!