The craft of copywriting is not simply about written communications. It’s how you share ideas in such a way that your audience feels involved with your message. Similes, like other language techniques such as metaphors, alliteration, idioms, onomatopoeia, puns and collocation (the combination of two apparently unsuited words to make a new phrase eg. blue weekend) help to convey commonly understood messages through direct comparison: ‘happy as the day is long’, ‘fits like a glove’, and so on. With the added twist that the two things being compared are seemingly unconnected, similes serve to provide novel interpretations of what can otherwise appear as bland statements.

This chapter lists hundreds of scintillating similes.