If you are introducing a product that potential customers may not have a frame of reference for, or you are marketing a service that may be hard for your customers to grasp, you should consider using a metaphor.

A metaphor is a powerful way to make a product or service that is abstract feel more concrete and accessible. It can prompt your customer to see things in a new and different way.

When potential customers encounter a metaphor, different parts of their brain are activated than normally would be, influencing their perceptions of the objects being described.