Good or bad, they are a marketer’s strongest weapon. The sharpest tool in the box. The most powerful spell in the book. Because they help you tell a story.
I intentionally chose three metaphors above. One that says successful marketing is like a fight. Another one that implies it is similar to crafts in creating something new. And the third that suggests an element of magic.
You need metaphors because they can convey ideas that jargon, technical gobledigook and charts, graphs and tables cannot. Metaphors are a universal language to express success, which is key in making you more effective in business.