Metaphors matter. Explaining the meaning of one thing by referring to it in the familiar terminology of another shapes how we comprehend the world.
What do Spanx founder Sara Blakely, AOL co-founder Steve Case, and Dell’s founder Michael Dell all have in common? Besides running their own powerhouse companies, they were also all winners of the Ernst & Young Entrepreneur of the Year Award–in 2002, 1994, and 1989, respectively.
On my sales calls lately, I’ve been asking people to tally each time I use a buzzword. At the end of the call, I ask for a report, and for every buzzword I said, that’s one less peanut M&M I allow myself to eat.
I started doing this because I was genuinely fed up with all the words and phrases we use every day that make us sound more like robots than actual humans. At some point, it became commonplace to suppress our humanity at work. And when we can break through that (one tallied-and-replaced buzzword at a time), we can restore some of the personality that makes our interactions more authentic.
There are multiple options when it comes to attracting customers online – promoted social media posts, pay-per-click ads and banner advertising are just a few options to throw your advertising budget at. While these are all very effective, there is another option that you should consider – native advertising.