Bringing Copy to Life with Similes

How emulating a legendary boxer can boost your marketing.

“Float like a butterfly, sting like a bee.” – Muhammad Ali

Boxing legend Muhammad Ali wasn't just a champion in the ring; he was a master brand marketer, with the brand being himself. When even casual boxing fans hear the term "The Greatest," an image of Ali surely comes to mind.

In “float[ing] like a butterfly” and “sting[ing] like a bee,” Ali used a rhetorical device called a simile, which draws an explicit comparison between two unrelated things using the words "like" or "as.” On February 25, 1964, Ali cemented his legend by embodying this very concept in defeating the formerly unbeaten heavyweight champion Sonny Liston. Fast and elusive like a butterfly, the young boxer stung like a bee that night and “shook up the world.”

Whether crafting marketing emails or product descriptions, small business owners can make use of similes to paint a picture in your customer’s mind and “shake up” their perceptions, just like Ali did.

Beyond using similes to showcase his own skills, Ali's quick-witted use of this marketing technique offers valuable lessons for today’s marketers.

In 1991, Chevrolet launched the "Like a Rock" campaign for its truck lines. With Bob Seger's gritty, classic song of the same name, the ads portrayed Chevy trucks as durable, dependable, and unwavering. The highly successful promotion ran for over a decade. The evocative “like a rock” simile helped the company differentiate their trucks from the competition and build a lasting emotional connection with their target audience.

A 2013 Honda ad took a humorous approach with a salesman using similes to answer a potential buyer’s questions:

Customer:  What about the ride?
Salesman: “Smooth as a gazelle in the Sahara.”
Customer: “Comfort?”
Salesman: “Life a fresh laundered sweater on a brisk autumn day.”
Customer: “Like a hug from Nana.”
Salesman: “Love Nana.”

Customer: “I can get all of that now?”
Salesman: “Sale ends soon. A deal like this won’t last for long.”
Customer: “I’ll be out in the cold.”
Salesman: “Like a wet pair of boots.”
Customer: “I prefer my boots dry.”
Salesman: “So do I.”

Punchy, funny, and memorable, the actors’ use of similes evokes relatable imagery and elevates the sales pitch into an entertaining ad that sticks in the viewer’s mind. This allows Honda to differentiate its message and create interest with a light, conversational tone.

Just as Ali became renowned for his witty brand of "poetry in motion," small businesses can use similes to transform flat descriptions into persuasive copy with just a few clever words. You can turn it into a story. From headlines and slogans to product descriptions, email campaigns, and social media posts, similes are a powerful addition to a copywriter's toolkit. Be like “The greatest” and bring your product or brand to life and create a more profound and emotional connection with your audience.