Quick! Imagine you have to come up with a catchy name for a project and website whose mission is to expose false political information online. Knowing that the name needs to be unique, memorable, intriguing to
arouse attention, and also accurately reflect the mission, what metaphor for a title comes to mind?
How about… The Nightlight Project?
Perfect,right? Something simple and relatable to describe something serious and complex.
Look at their site and the simple, but effective, visual that accompanies their mission: “The Nightlight Project seeks to shine light on dark ads used to spread political disinformation online. Dark ads, advertisements not explicitly labeled or reported as such, are a tool online advertisers use to spread disinformation and sway public opinion. Because dark ads aren’t labeled and don’t have clear attribution, it is nearly impossible to hold the bad actors behind them accountable.”
The site then offers additional information and—something I highly recommend—it lets you test your ability to detect common dark ads. (I have to admit, I did not do very well, which was a bit distressing.)
The metaphorical “Nightlight Project” name checks all the boxes. It is
- Unique
- Memorable
- Intriguing
- Appropriate
It is a great illustration of how a simple metaphor can take even a deadly serious topic and make it interesting and accessible to a reader or viewer.
What’s in a Metaphorical Name?
Everything.
The evocative nature of metaphors communicates volumes and inspires action in a single image. For example,
- Would you prefer to test drive a car called a Poodle or a Jaguar?
- Do you want to work with a Professional Copywriter or a Word Ninja?
- Which book would you thumb through first: “Advice for Good Living” or “Atomic Habits”?
- Which site is most likely to grab your attention: Modern Selling or Top Sales World?
- Which proposal holds out more promise: “Sales Proposal for ABC” or “Rev Up Your Sales with X”?
You Get the Idea
Using metaphors for names or titles of products, reports, blog posts, white papers, books, pricing packages, etc. is an easy way to not only grab attention in an attention-deficit world but also to distinguish yourself in a memorable and meaningful way within your competitive set.
Review the generic names, titles, and descriptions in your business. Which ones can you replace with more intriguing metaphors?
Anne Miller
Make What You Say Pay – with Metaphors!
Random Recommendation
An earlier Metaphor Minute, “Does Your Marketing Bark Like a Dog?” is another good example of how a small business uses metaphors to creatively name and position its services and may give you ideas for your own business as well.
If you like these Metaphor Minutes, please share with clients, friends, and colleagues. Thank you!