yolks are to eggs as mice are to...

okay, some people don't like analogies.

I was deep into conversation with someone the other day. He was smart, well informed and totally lost as I tried to explain something to him.

I realized that every single time I used an analogy, he didn't "get it." Instead, he started talking about the example in the analogy instead of the concept I was trying to get across.

Fortunately, I realized it and switched gears. The conversation was saved.

Marketing, at its core, is about teaching somebody something that they didn't know. More and more often, we use analogies to teach abstract concepts to prospects. It's essential to remember that some people aren't wired that way. Yes, your shampoo may be as fresh as a daisy, but if I don't think that way and I don't like daisies...