Marketing Evolution
Language ' s Secret ' Flavors ' Role In Driving Connection And Conversion
By Marion Wakahe
During my school days, particularly in primary and high school, my language teachers relentlessly insisted on the use of metaphors, similes, proverbs, and other literary devices to " flavour " our written pieces. Many a time, my classmates and I would find ourselves penalized if our essays lacked these flourishes. Back then, it felt like an arbitrary form of torture, a hurdle to jump simply to escape a bad grade. And, truthfully, when forced or misused, these " flavours " often made a story more insipid than zesty.
Yet, despite those early struggles, the core idea holds profound truth; the strategic use of evocative language is an unparalleled tool for connection, persuasion, and memorability. It ' s time to rediscover these oratory " flavours " not as academic requirements, but as potent instruments in your communication arsenal.
A Refresher on Linguistic Devices For many, it ' s been a while since an English class, so let ' s quickly remind ourselves of these powerful tools:
Metaphor: A figure of speech where a word or phrase literally denoting one kind of object or idea is used in place of another to suggest a likeness or analogy between them. It directly states something is something else.
Example( MLK): Martin Luther King Jr.' s " I Have a Dream " speech famously equated the US Constitution to a " promissory note " guaranteeing freedom for all, which for Black citizens, had been given a " bad check " marked " insufficient funds." This potent metaphor powerfully conveyed that America owed its Black citizens long-overdue justice.
Simile: A figure of speech comparing two different things, typically using the words ' as ' or ' like.' It makes a comparison clear and relatable.
Example: I aimed to get my hair done this
The human connection is the bedrock of all successful communication, whether in a boardroom or on a billboard. By re-embracing the " flavours " of language- the metaphors that illuminate, the proverbs that guide, the stories that transport, and the carefully chosen words that evoke sensory experience- you transform your message from mere information into an unforgettable experience.
week but couldn ' t; I realize I ' ve been as busy as a bee- a vivid image of constant activity.
Proverb: A short, popular saying, usually of unknown and ancient origin, that expresses a commonplace truth or useful thought.
Example: The timeless proverb, " A house is not a home." My favourite Luther Vandross song by the same name beautifully elaborates: " A chair is still a chair, even when there ' s no-one sitting there. But a chair is not a house, and a house is not a home when there ' s no one there to hold you tight and no one there you can kiss good night." This deeply human truth about belonging transcends mere bricks and mortar.
Rhetorical Question: A question asked without expecting an answer. It ' s posed to make a point, persuade, or create a dramatic or literary effect.
Example: In a presentation on mental health focusing on suicide awareness, one might ask: " Shall we continue to act like this isn ' t a problem for our country? Shall we continue to treat these lives as just numbers?" These questions aren ' t seeking data; they ' re demanding empathy and action.
Story( Narrative): A narrative, true or fictitious, designed to interest, amuse, or instruct. Stories are perhaps the most powerful of all.
Idiom: A word or phrase not taken literally. Its meaning is understood culturally, like " bought the farm " meaning to die.
Example: A mother recently mused to
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