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That's a good challenge. You've got me thinking now.

Your metaphor is your theme or "big idea" for the rest of the letter. It is next to impossible for someone else to give it to you.

A metaphor: A Liquid Tune-Up In a Bottle

Guess what. You can use metaphors as examples for how you would write the client's copy.

The metaphor you choose is only effective in repositioning your client's objection. One comic had a king, assailed by arrows, with no time to talk to a machine gun sales person. "Can't you see I'm busy" is the punchline.

You can do a lot with something like that. If you're a top notch copywriter.

not using a copywriter during a recession is like not having a life raft during a storm

you would check your vaccinations if you were going hunting in the wilds of Madagascar wouldn't you?

you want to get all the juice out of the lemon when its time to "turn the lemons into lemonade"

like a woman needs that nicer dinner to feel romantic enough to make it a warm night in the winter of our years

like the bicyclist who spends what it takes to make his bike a few ounces lighter and wins the race

Hi Steve,

If you're in the UK, and you're experiencing an economic downturn, you have some options.

First, you don't want a generic approach.

You want to attract "the diamonds in the rough." So that when they read your copy, they're saying to themselves:

"He's talking to ME! He can help me!"

These are usually business owners who are counter-intuitive. Contrarian. "Rare birds." They don't think like everybody else. They don't "follow the herd."

These are people who know, especially in a recession, you must market your way out of a problem. They're ambitious beyond all get out. They don't "pull in their horns."

They rise to the occasion.

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The second approach which might have appeal is to niche yourself and focus on the needs of a specific type of business. I can appreciate after 28 years, your own skills and experience have wide application.

But I'll bet if you analyze your successes, there certain industries you resonate more with and you can approach them as a specialist. "A surgeon." A man with such deep experience writing compelling copy for a specific type of business.

Today, people want to know if you have worked in their industry. Being a generalist is the kiss of death.

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The third way of approaching is ultra-personal. Unique. Specific to ONE business. Like you focus just on them and THEIR needs. As if they were your ONLY Client.

I used to see a dentist in Chicago and he was installing a crown for me. Crowns are expensive. They have to be custom-made. When I was chatting with him, he said something that stuck with me. I asked "Why are crowns so expensive?"

His answer?

"One size fits none." Everything is custom.

Now, this metaphor can also be applied to a high-end tailor designing a custom-made suit. Or a wedding dress designer. Or a gourmet chef.

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I'll share with you with a bit of a secret. When it comes to copywriting, I personally don't try to be all things to all people or businesses. That approach squanders opportunity and lands flat. And in competition, you'll lose business to the specialist even if they are more expensive.

I know you can see how your services have wide application and many businesses would benefit.

Let me put it another way: I visited an auto mechanic. I'm sure he can work on all sorts of cars. But he only works on Mercedes Benz. And he's best at what he does. One trick pony.

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I don't how many metaphors I just gave you, but they are all designed around a unique/specific marketing strategy. I don't know you well enough to know what marketing strategy is most appropriate, but you must tie the metaphor to the marketing strategy you want to run with.

Don't make it be generic.

- Rick Duris

Line your pages with quality, line your pockets with cash.