Master copywriter Gary Bencivenga is always worth reading. I particularly liked his latest, on how to persuade with metaphor. The example of his own lawyer intervening on Gary’s real estate deal with “You want to sell Gary and Pauline a toy store on the day after Christmas. No fair!” is worth the article by itself.
Someone who’s great at combining metaphor, cliche, and a fresh twist is Sam Horn, author of Tongue Fu and other books–and that book title is a perfect example of the magic she works. If I ever need help naming a product, I’ll hire her. Meanwhile, click here if you want her free report on “how to POP! and STAND OUT IN ANY CROWD” (capitals in the original)–the offer is on the left side, a bit hard to see.
