All posts tagged analogy

Small businesses need content strategy like a camel in the night

Our group started the ascent of Mount Sinai at midnight. Climbing through the blackness, safe from the burning heat of the day, we expected to reach the summit by dawn. Dark shapes loomed suddenly either side of the path: our torches picked out local Bedouin, offering camels to carry us up the mountain.

‘How much?’

‘Ten dollar.’

We all declined. We were just starting off. We were full of energy and keen to climb through the night. Why waste money when we could just walk?

How to create metaphors that enhance user experience

I’m working on content for an estate agent (that’s a realtor in the US). On their old site they have one of the worst metaphors that I’ve seen on a serious commercial web site. They have a basket.

That you can put houses in.

Think about that for a moment. As you browse through the site, looking for homes that fit your criteria, you can add ones that you like to a basket. Once they are in there, you click ‘View basket’ to see a list of homes you’ve chosen. There they are, snuggled at the bottom of the basket, waiting for you to – ‘click the register button to post off your details to the agent’. Whatever that means.