Sometimes you get a sign from the universe about what you should do next. As I was looking for a story for this issue of The Metaphor Minute, a startling coincidence occurred that made it clear I was meant to share this particular story with you this month.
Eight years ago I received an email from John Pink, a complete stranger, who lived in upstate New York, who had read my Metaphorically Selling book, who wanted to share a metaphor that he had been using with his clients to build his business. I loved his story so much that I included it in my next metaphor book, Make What You Say Pay! After that, we were not in touch.
Two weeks ago, he turned up in my life in the most unexpected way. He and my husband were at a men’s social event. One word led to another and he realized that my husband was married to the author who had included him in her book those many years ago. Of course, John and I immediately reconnected amid much “OMG! Can’t believe that! What a small world! etc.”
I took that chance meeting as a sign that I should tell his story again and it will be of value to you, because it illustrates how even in dire circumstances, a good metaphor can save the day and your business. Here is the original story.
Cascades of Wealth
When the stock market is hurtling into another trough of its roller-coaster ride, giving up a couple 
hundred points after gaining several hundred, when unemployment numbers hover at nose-bleed levels, or when there‘s no sign of abatement in the foreclosure debacle – how do you persuade an investor to invest?
John Pink, a financial planner, works with investors who‘ve seen their portfolios drop by up to forty percent. He gets them not only to re-enter the market, but to do so with his exclusive guidance.
First, John takes out pen and paper and sketches four waterfalls, each one flowing into the next. “The first investment waterfall,” explains John as he is drawing, “is the cascade for your immediate cash needs: ultra conservative investments that will make cash available to you for the next five years as you need it.”
“The second investment cascade is for money that you might need in the next five-to-ten year period: investments with a little more risk,such as bonds.”
“The third waterfall, balanced funds, is for money you won‘t need for at least ten years, and the fourth is for money you won‘t need for at least fifteen years. These last two,” he explains,” are put into higher risk investments like stock funds.”
“The ‘investment falls’ cascade one into the other,” he points out, “so that you will always have your immediate cash needs secure and the rest of your money working for you over the longer term, positioned to take advantage of higher returns through higher-risk investments and with time to minimize losses as the market fluctuates — which it always does.”
John attributes his success in a brutal market to the positive imagery he relies on to present his services.
Three Take-Aways
- When you hit upon a strong metaphor that works, keep using it! John used that metaphor when markets were shaky, but says that he still uses it to explain how he works with clients and to reassure them that their money is safe with him. What metaphor works repeatedly for you to explain your unique value?
- Times were bad when John and I first spoke, and while they are really good now, nothing lasts forever. What metaphor will you be able to use to calm down anxious clients, when they have second thoughts about working with you?
- Topics even as complex and emotionally fraught as investing in a volatile market can be meaningfully presented when you use a metaphor that handles both the emotional static as well as the mental resistance of your buyers. What metaphor do you use to simplify any complexity associated with your business?
Thank you, John, for your story. I welcome your stories as well and, if they appear in the Newsletter, will happily send you a copy of either Metaphor book as a Thank You for sharing them with me.
Anne Miller
Make What You Say Pay! – with metaphors
P.S. Reach John Pink at John@JohnPink.com
Photo by Andrik Langfield on Unsplash
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