Here’s a content writing confession: some of the most powerful copywriting lessons I’ve learned didn’t come from a marketing course—they came from studying literature. Our world’s greatest authors mastered the art of using literary devices to engage and persuade far before websites, emails, social media captions, and banner ads even existed.
And while it’s no secret that strong storytelling—a cornerstone of successful literature—is key for brands looking to differentiate themselves from the crowd, captivate audiences, and win trust, let’s zoom in even further. Literary devices are the building blocks of compelling storytelling. These writing techniques can, often in just a few words, transform ordinary writing into something unforgettable.
By unlocking the power of literary devices, brands can make their marketing copy more engaging, persuasive, and impactful.
Here are three literary devices that can take your marketing copy to the next level:
Imagery
The scent of autumn pine fills the air. A crisp breeze tousles your hair. Your body is warm from exertion, yet you feel more alive with each step. As you press through the final ascent, the view you’ve been working toward finally materializes: a breathtaking expanse of reds, oranges, and yellows stretching for miles.
But before you reach that peak—before you even step onto the trail—you need a pair of quality hiking shoes.
Think about it: people don’t buy products simply for the sake of owning them. More often, they’re chasing an experience, a feeling, or a transformation. A customer isn’t just buying a new pair of hiking shoes—they’re investing in a future adventure. And the right words can bridge the gap between that desired experience and your product.
This is the power of imagery, a literary device in which words tap into the five senses to create a visual picture. In marketing, imagery is a powerful tool, allowing readers to envision how a product or service could enhance their lives. Carefully chosen words capture attention, evoke emotion, and draw the reader in—inviting them into a tangible story they could make their own.
Simile and Metaphor
I’m as busy as a bee. You’re strong as an ox. His heart is as cold as ice.
These are all examples of similes, a literary device so steeped in our culture that we often use them without even realizing it. Closely related is the metaphor:
All the world’s a stage. Today was a fairytale. She’s a night owl.
A simile uses “like” or “as” to make a comparison to two distinct things. A metaphor draws the comparison more directly, by literally referring to one thing as another.
But let’s skip the elementary school English lesson and get to the point: why does this matter in marketing?
Let’s face it. Every brand is going to say something along the lines of “Our product is the best on the market.” Sometimes, that may be true—but it isn’t memorable. It doesn’t stick.
Metaphors and similes are powerful because they evoke emotion and thought. They’re more compelling, relatable, and memorable than a literal statement.
Let’s say your friend is describing a sandwich they had for lunch. If they say something generic like, “This sandwich was great,” your brain will likely move on once the conversation has ended.
Now, instead, imagine they say, “This sandwich tasted like falling in love” or “It was pure gold on a plate.” The image lingers. You remember it. When lunch rolls around tomorrow, you just may have to see for yourself.
Similes and metaphors can turn plain descriptions into vivid experiences. If you want your message to resonate and be remembered, don’t just default to the literal—offer a creative comparison.
Analogy
If you’re old enough to remember attending movies or watching DVDs in the early 2000s—or if you stay up to date on meme trends—you’re likely familiar with an anti-piracy PSA that includes the famous line “You wouldn’t steal a car.”
The PSA relies on the fact that the audience knows that car theft is a serious crime, and seeks to equate it with piracy (the duplication and distribution of copyrighted materials, such as films, without permission), arguing that one is similar to the other. Whether or not you believe the argument is successful, the PSA is a clear attempt at the use of the literary device of analogy: a comparison between two seemingly unlike things that resemble each other in some respects.
In many ways, an analogy is a metaphor taken a step further. Not only does it draw a comparison between two things, it then builds on the comparison—expanding on the idea and adding more color.
Analogies can be particularly helpful when explaining complex B2B products and services. Your audience may not know yet what solving their pain points with your product will feel like, so it makes sense to offer them a tangible example of something they’ve already experienced.
At MarketSmiths, we like to use the analogy of a faucet to explain our approach to content partnerships. We want our clients to know that when they partner with us, we can easily scale production up or down as their need for content ebbs and flows. To understand this, they can think of content as a utility, like water.
Whenever they need content, our clients can simply turn on the tap. Need less content in a given week? Turn the handle until you reach a controlled trickle. Need more? Crank the valve all the way open and let it flow. Like a faucet, we’re always ready to scale up or down—on demand and to precise specifications.
Want to learn more? Let’s talk.
