If you feel like you've used everything you could for your SMS campaign texts and don't know what else to add, you definitely need to introduce something special that will not only motivate clients to make a purchase but also leave a lasting impression on their memory.
The super-tool that you can implement in your SMS campaigns, which will bring your texts to life, make them more interesting and appealing to the audience, is the use of comparisons.
This technique is also called analogy, where you compare one concept with another to describe the first concept in more detail. You talk about A, but imply B, comparing them by finding similarities.
For example:
- “Working at a job you don't love is like running a marathon your whole life without crossing the finish line” (advertisement for a self-development course);
- “Traveling without knowing English is like having a suitcase with $1000 and leaving it on the bus” (advertisement for conversational English courses);
- “Going to the gym but continuing to eat candy is like a shoemaker without shoes” (advertisement for a dietology course).
Why Should You Implement the Analogy Technique in Your SMS Campaign?
- 1 In comparisons, you appeal to the client's key problem. Using analogy, you can strongly, yet subtly, press on the consumer's most sensitive pain point to push them into buying your product or ordering the service.
- 2 Through analogy, you make the recipients of the SMS think, as it grabs their attention. You'll be able to deliver a simple idea or call to action without using complicated words. Just use metaphors and comparisons.
- 3 Using analogy, you can motivate clients to change their perspective. It's a great way to explain the price or emphasize the benefits.
- 4 Comparisons enrich your SMS texts. They make them brighter, simpler, and more memorable. Comparisons activate the imagination.
To find the most suitable comparison for your product or service, follow these steps:
- List the distinctive characteristics of your product or service.
- Find concepts with similar characteristics.
For example, if you sell fast cars, compare buying a car with running at the speed of the fastest cheetah in the world. Or if you offer children's products, toys, or clothes, you can draw an analogy with the cartoon “Malysh and Karlson,” when Malysh was given a dog. In other words, you're not just selling products, you're selling the happiness a child will receive.
Useful Tips:
Even in seemingly serious texts, add humor. Include vivid descriptions, as this is where colorful epithets and adjectives will work best.
