A metaphor paints a million pictures. It is a word or phrase which provokes imagery in the mind. The more you can make readers ‘picture’ themselves in a situation, the easier it is to draw them into the heart of your proposition. The roots of the device known as metaphor are in storytelling. As far back as AD 400 storytellers would explain news and events to villagers by way of stories, using words to inspire the imaginations of the people who rarely saw anything beyond their village. Metaphor, one of the sharpest tools in the copywriter’s toolbox, allows the reader to complete the tale on his or her own terms and –thanks to your writing skills – according to your rules.