Emulate Rappers: Use Metaphors As Visual Punches

I met Nathan Fraser, professional copy-writer, when I was a guest on the Copywriters Podcast discussing the power of metaphors with David Garfinkel. Nathan, who had a past life in rap, co-hosted that event and, afterwards, shared an interesting fact about how rappers use metaphors in their music in much the same way readers of this newsletter use them: to influence, sell, or persuade others to achieve a desired result.  Here’s what he said…

Punching It Up

I’ve been writing copy professionally for over a decade now.  In a previous life, I spent about 15 years working in the music industry, mainly writing and producing rap music and hip-hop.  (I’ll avoid telling people my rap name. Like I said, a previous life. 🙂 )

It was pretty smooth transition from music to copywriting. Rap music is all about word-smithery, story-telling, punchlines, and metaphors— a lot of which translates well into copywriting [Anne here. I would add, ‘and into ANY form of communication’].

Metaphors are popular in rap because they add a visual punch to what would ordinarily only be audio.  Sometimes rappers use metaphors to be clever and brag about their wealth status symbols.  For example,

To Brag

Instead of saying, I have big stacks of money, Cal Scruby – in his song, It’s Nothing – says,

“Do the math,

Label call like, ‘you the man’

Money tall like two giraffe”

It’s a way to brag about being successful, but the cleverness makes you smile, rather than get jealous.

To Position Themselves

Other rappers, like to compare their skills to that of their competition. Metaphors allow them to say, “I’m a better wordsmith,” while showcasing their skill. Eminem – in his song, Rap God – says,

“I make Elevating Music

You make Elevator Music”

The people he’s talking about clearly don’t make “elevator music”  But it’s a great way to show how much more powerful his songs are, compared to theirs.

Kind of like an investment with returns that let you eat caviar vs. one that reduces you to eating catnip in your retirement. [Nathan was referring to an example I gave in that podcast that helped an investment manager explain to a confusted investor the different outcomes he could expect with different investment strategies.]

To Criticize

Finally, some lyrics from an obscure mixtape that is almost impossible to find.  An un-named rapper criticizes the politics of the music industry while claiming to be a superior lyricist.

“The industry’s a swamp, that’s why they call me ‘Drano

I got a flow so hot, it’s like a volcano”

It’s About Painting Pictures

All of these examples use words to paint a picture. They take an idea that might be boring or hard to explain and they use simple, relatable examples to illustrate the point  The best part is, they allow listeners to make the connections which causes them to adopt those connections as their own idea. It no longer sounds like bragging.

Instead, it sounds like a truth statement.  In the listener’s mind, they rationalize,

“Of course he has a lot of money. Two giraffes is pretty tall.”

“Of course he’s better than other rappers. Elevator music is boring.”

That’s the power of using metaphors in rap. And it has some of the same subtle subconscious impacts in other forms of writing as well.  

You Don’t Need to Be a Rapper

I watched the Grammy’s this past Sunday and admit I will never be a rapper junkie, but I do wholeheartedly agree with Nathan’s final conclusion, that,

 “When it comes to copywriting [and sales, explanations,or  persuasion], tying your statements to something the reader already accepts as a given can add credibility to your claims as well.” 

By the way, Nathan takes his own advice. Check out his website where he is not “just another copywriter” but an “Advertising Alchemist,” a much more engaging and distinguishing metaphorical moniker!  https://advertisingcheatcodes.com/

Anne Miller

Make What You Say Pay! – with Metaphors

P.S. Photo by Chase Fade on Unsplash

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Metaphors Make Presentations Memorable!