It’s easy to feel as though everyone else in your industry has already covered a subject a million times over, but that doesn’t mean you shouldn’t cover it too. It’s not always about finding a unique subject - it’s about putting a unique spin on it.
Analogies are a great way to inject a bit of your own personality or explain things in a fun or innovative way.
Why I love analogies
I’m a big fan of analogies. Love them.
Like this lasagne analogy I use to explain my feelings about using AI to write content:
When I make lasagne, I make my béchamel sauce from scratch rather than using a shop-bought sauce or mix.
I enjoy cooking, and I think my sauce tastes better than pre-made sauces. Plus, if I make it myself, I know exactly what has gone into it, so I know there’s nothing bad in it.
But I don’t judge people who use pre-made sauces. And I wouldn’t refuse lasagne made with a shop-bought mix.
I expect people who don’t eat lasagne very often wouldn’t really notice a huge difference between my homemade sauce and a jar of Dolmio - they might even prefer the Dolmio. And people who don’t like lasagne wouldn’t give a shit either way.
This is how I feel about using AI to write content.
I write my copy or content from scratch rather than using AI. I do this because I enjoy the process of writing, and I think I do a better job of sounding like me than AI. Plus, if I write it myself, I know what I write is original, fact-checked and not plagiarised.
But I don’t judge people who use AI to write or edit their content. And I wouldn’t refuse to do business with someone who used it.
And I expect people who don’t read much content probably can’t tell the difference and probably don’t care either way as long as the content is useful or interesting to them. And people who don’t like reading content probably don’t give a shit whether or not something is written by a human or a computer.
People who know how to make béchamel sauce or recognise what a quality sauce tastes like will appreciate a good homemade sauce. People who don’t like béchamel sauce won’t care.
People who know what it takes to write good copy or who recognise quality writing will appreciate good human-generated content. People who aren’t interested in written content won’t care.
Or the analogy I use in this video to explain why website copy matters:
Or this analogy I use when I’m talking about repurposing content:
You buy wardrobe staples like a good quality pair of jeans or a little black dress because you want longevity and versatility. You want clothing that you can dress up and down to suit different occasions, that you can wear multiple times and that won’t go out of fashion.
Content should be like a wardrobe staple. It should be versatile and long-lasting. Sure, you might have the odd bit of ‘throwaway fashion’ – content focused on current trends or industry updates. But when it comes to your long-form content, your value-adding content, your cornerstone content, this should be stuff you can get a lot of wear out of.
Sometimes you buy an outfit for a specific occasion, but that doesn’t mean you can’t wear it to a different event. Same goes with your content. You might have created it for a specific purpose – your website, a presentation, a product launch. But that doesn’t mean you can’t dust it off, add a few accessories, and wear it somewhere else.
The biggest mistake you can make with your content is only sharing it in one place, one time.
And I have plenty more examples, but I’m sure you’ve got the point. Analogies are great.
They help you explain things in a way that makes sense to people, allow you to put your own unique spin on a topic, and add a bit of personality to your writing.
Why analogies are useful in marketing
Analogies offer so much more than just personality. Analogies can be used to:
Clarify complex ideas: Analogies help readers grasp unfamiliar or abstract concepts by comparing them to something more familiar.
Make writing more relatable: They create connections between the writer and reader by tapping into shared experiences or common knowledge.
Enhance memorability: A good analogy sticks in the reader’s mind, making your message more memorable.
Add creativity and flair: Analogies can inject humour, emotion, or fun imagery into dry or technical writing, making it more interesting and engaging.
Support persuasive arguments: They can strengthen your argument by explaining why your point makes sense in a broader context.
Bridge knowledge gaps: Analogies help bridge the gap between beginner and expert by explaining things in an easy-to-understand way.
Encourage deeper thinking: They invite readers to explore the similarities and differences between two ideas, which helps improve critical thinking.
In other words, analogies are a useful writing technique (although they work just as well in verbal communication too).
So next time you’re looking for ways to explain a complex idea or add a bit of uniqueness to your writing, consider using a good analogy.
Make it relevant to your intended audience, keep it simple, and try to personalise it (rather than using overused analogies or clichés).
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