If you have been studying marketing for a while, you've probably had people tell you that you need to tell stories. What does it mean to be able to tell effective stories? It’s all about knowing the importance of using metaphors. The word metaphor may or may not mean anything to you, but it is the ability to relate to complex topics with something tangible that your audience can understand. When you get way too complicated with how smart you are and you want to teach your prospect or your audience everything under the sun, we fall into the expert’s curse. We confuse our prospects and we’re boring our audience to death. When it comes to sales and converting your prospect into believing that they should be buying your product or service, the last thing in the world that you want to do is impress them with how much you know. The only thing they care about is what is it going to do for me? Learn how you can use metaphors to successfully convey messages, connect with your audience or prospect, and sell your stuff online.