RULE # 4 – Color Their World (Psalm 45:1)
Language is the paint. Your choice of words are the colors. Your tongue is the paint brush. With your words, paint a picture of the future that didn’t exist before you showed up and invite them into it.
Psalm 45:1 says, “My heart is overflowing with a good theme; I recite my composition concerning the King; My tongue is the pen of a ready (skilled) writer.“
The short version of this strategy is to communicate like Jesus. Although I have an indepth study of the way He communicated, for the purposes of brevity, I will share just one today.
Metaphors: Metaphors help simplify complex ideas and make them more understandable. They’re a shortcut to instant understanding. They make the unfamiliar – familiar. They help others “get” what you’re saying by replacing paragraphs of detailed and often inarticulate explanation with a few well chosen words selected for their visual and emotional impact.
You’ve heard it said that a picture is worth a thousand words, but as CBS commentator Eric Sevareid famously said, “A well chosen word is worth a thousand pictures”.
Solomon said that “He who has knowledge, spares his words.“ Just how do you think a knowledgeable person actually spares his words? There are arguably several ways, but one great way is the use of metaphors, which Solomon made great use of in these examples…
“Like the legs of the lame that hang limp is a proverb in the mouth of fools.” Proverbs 26:7
“Like a thorn that goes into the hand of a drunkard is a proverb in the mouth of fools.” Proverbs 26:9
“The words of a man’s mouth are deep waters” Proverbs 18:4
“A word fitly spoken is like apples of gold In settings of silver.” Proverbs 25:11
Metaphors are visual in nature and help your client see in a moment of absolute clarity, what you are communicating in a way that touches their emotions and conveys what you mean. It creates an “AHA” moment for them.
At the core of metaphoric language is the use of imagery. The kind of imagery that is what we often call a “pattern interrupt”. By nature, it may surprise, stun or in some other way, grab their attention and make them listen to and focus upon that image and its meaning. It has a way of persuading your listeners in a way that a verbal explanation devoid of imagery will not.
Using vivid, colorful language will distinguish you from the swarm of locusts vying for your prospect’s attention and funds. It will make you noticed above the drone, and help you become numbered among the few who consistently get results.
Remember the old proverb that says “a single tiny word can be a clap of thunder”, making what you say not just heard, but remembered and possibly indelibly imprinted on their mind and heart. Using metaphors well not only helps your prospect make sense of what you’re saying, it STANDS OUT. As a result, it’s more than just remembered, it actually triggers an action… whatever the next step in your sales process is.
Choose words that cause your prospect to experience something: They need to see it, feel it, maybe even hear or taste or smell it. Consider the simple lemon…
Imagine slicing into a big, ripe, juicy lemon with its aroma erupting as soon as the peel is pierced. The juice begins to drip down the knife and onto the counter as you carefully cut it into quarters. It looks so good, you put one in your mouth and take a refreshing bite.
If you followed along, it’s very likely your mouth started to water, producing extra saliva. According to researchers at MIT, that’s because the mind doesn’t distinguish between real and imagined experiences. It considers them both the same.
That’s kind of like the effect you want to have with your prospect… language that triggers a reaction, preferably one with positive emotions, that inspire them to move forward. The difference between the right word and the almost right word – is like the difference between lightning and lightning bug!
Even Einstein said, “If I can’t see it, I don’t understand it.”
Scientifically speaking, neurons devoted to visual processing account for 30% of the brain’s cortex while neurons devoted to auditory processing account for only 3% of your cortex. In simple terms that means your brain is 10 times more focused and attentive to visual imagery than audio input. So transform your words into images, using metaphors. That will trigger the heart and satisfy the mind. Wisdom and understanding working together in perfect harmony.
That may explain why we remember 20% of what we hear, 80% of what we see and that memory retention jumps to 95% if images are VIVID!
Watch for tomorrow’s blog right here as I finish this series with the best, most amazing, yet simple closing strategy that has been used since time immemorial with about a 99.99% success rate. No sophistication required!
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