5 Reasons Why We Won the MSME Golden Business Excellence Award – A Winning Formula for MSMEs

February 17, 2025

The Power of Metaphors in Concept Selling: A Game-Changer for Innovation

Introduction

Every innovator who has brought a groundbreaking idea to the market knows that concept selling is an unavoidable and challenging phase in product commercialization. This phase is particularly difficult for startups with limited resources, as it involves long sales cycles, breaking entrenched notions, and an extraordinarily high customer acquisition cost. Traditional sales methods often fall short, making innovative marketing a necessity. Among various innovative marketing strategies, one of the most effective tools for concept selling is the use of metaphors.

Metaphors simplify complex ideas, make abstract concepts relatable, and create lasting impressions. At Synersoft, we have successfully leveraged metaphors in our concept-selling journey to promote BLACKbox, our all-in-one data protection and cybersecurity solution for Indian MSMEs. By using metaphors, we have transformed the way our target audience perceives the need for cybersecurity and compliance.

The Challenge of Concept Selling in Indian MSMEs

When we started our journey in 2008, Indian MSMEs did not consider cybersecurity a necessity. Digitalization was still in its infancy, and piracy was rampant. Many small business owners saw Tally (a popular accounting software) as the entirety of IT. They could not foresee a future where data would become a critical asset, and data protection would be essential for survival and competitiveness.

To penetrate this resistant market, we had to make cybersecurity relatable and urgent. Metaphorical content became our primary tool in achieving this goal.

Stage 1: Creating Awareness About the Need

Our primary audience consisted of MSME founders and directors across various industries such as manufacturing, pharmaceuticals, auto-ancillaries, and engineering. These businesses generated valuable data that needed protection but lacked awareness of potential threats.

Instead of presenting complex technical explanations, we chose to use storytelling through metaphors. We invested in professional scriptwriters, actors, and cinematographers to create engaging short films set in relatable MSME office environments. These videos conveyed the importance of data protection without technical jargon, using everyday analogies and popular culture references.

Examples of Metaphorical Content:

Data Theft Explained Through Money Heist: We used the imagery of Money Heist masks to illustrate how cybercriminals steal business data.

(Watch Here)

High Availability Through Cricket: A cricket analogy was used to explain the importance of data redundancy and high availability.

(Watch Here)

Corporate Politics & Data Loss: A humorous take on office politics was used to demonstrate the consequences of data loss.

(Watch Here)

These metaphorical videos, hosted on Synersoft’s YouTube channel, played a crucial role in the first stage of concept marketing.

Stage 2: Shifting to Solution-Oriented Metaphors

Once awareness was established, we moved to the next stage: presenting BLACKbox as a solution. Here, we continued using metaphors but focused on demonstrating how our product addresses data protection, information security, insider threats, and compliance.

Examples of Solution-Oriented Metaphors:

An Action-Packed Video: This video used action-movie-style storytelling to highlight how BLACKbox provides multiple solutions in a single package.

(Watch Here)

Simplifying IT Investment: A video set in an office environment showed how BLACKbox eliminates the need for multiple IT solutions by integrating everything into one system.

(Watch Here)

By continuing this metaphorical approach for over eight years, we successfully positioned BLACKbox as the go-to solution for MSMEs’ data security challenges.

Stage 3: Establishing BLACKbox as the Preferred Alternative

Once the difficult stages of awareness and solution introduction were passed, the final step was solidifying BLACKbox as the best alternative to traditional IT solutions. We created short, comic-style videos that subtly guided decision-makers in evaluating their cybersecurity choices.

Examples of Solution-Oriented Metaphors:

Evaluating Solution Effectiveness: A metaphorical video explained how to identify a genuinely effective cybersecurity solution.

(Watch Here)

Spotting Genuineness in Service Providers: This video humorously depicted the importance of choosing a trustworthy IT partner.

(Watch Here)

Herd Mentality in IT Solutions: A fun, engaging clip highlighted the risks of blindly following the crowd when selecting IT solutions.

(Watch Here)

These videos, along with many others on Synersoft’s YouTube channel, helped MSMEs make informed choices and recognize BLACKbox as the superior solution.

Summary

Concept selling is a difficult but essential phase in the journey of product commercialization. For innovative solutions, particularly those targeting traditional industries, breaking preconceived notions and establishing urgency is a challenge.

At Synersoft, we successfully navigated this challenge by using metaphors in our marketing strategy. Through storytelling and relatable analogies, we effectively:

Created awareness about the need for data protection.
Presented BLACKbox as the ideal solution.
Established BLACKbox as the preferred alternative to traditional IT setups.

Metaphors are a powerful tool for concept selling, as they simplify complex ideas, evoke emotions, and make solutions memorable. For businesses dealing with disruptive innovations, integrating metaphorical content into their marketing strategy can accelerate acceptance, shorten sales cycles, and build lasting brand recall.

By leveraging the power of storytelling and metaphors, we transformed BLACKbox from an unknown concept into a widely accepted cybersecurity solution among Indian MSMEs. If you are struggling with concept selling, consider the power of metaphors to make your message resonate with your audience.

5 Reasons Why We Won the MSME Golden Business Excellence Award – A Winning Formula for MSMEs

The Power of Metaphors in Concept Selling: A Game-Changer for Innovation

Introduction

The Challenge of Concept Selling in Indian MSMEs

Stage 1: Creating Awareness About the Need

Our primary audience consisted of MSME founders and directors across various industries such as manufacturing, pharmaceuticals, auto-ancillaries, and engineering. These businesses generated valuable data that needed protection but lacked awareness of potential threats.

Examples of Metaphorical Content:

Data Theft Explained Through Money Heist: We used the imagery of Money Heist masks to illustrate how cybercriminals steal business data.

(Watch Here)

High Availability Through Cricket: A cricket analogy was used to explain the importance of data redundancy and high availability.

Corporate Politics & Data Loss: A humorous take on office politics was used to demonstrate the consequences of data loss.

Stage 2: Shifting to Solution-Oriented Metaphors

Once awareness was established, we moved to the next stage: presenting BLACKbox as a solution. Here, we continued using metaphors but focused on demonstrating how our product addresses data protection, information security, insider threats, and compliance.

Examples of Solution-Oriented Metaphors:

An Action-Packed Video: This video used action-movie-style storytelling to highlight how BLACKbox provides multiple solutions in a single package.

(Watch Here)

Simplifying IT Investment: A video set in an office environment showed how BLACKbox eliminates the need for multiple IT solutions by integrating everything into one system.

Stage 3: Establishing BLACKbox as the Preferred Alternative

Once the difficult stages of awareness and solution introduction were passed, the final step was solidifying BLACKbox as the best alternative to traditional IT solutions. We created short, comic-style videos that subtly guided decision-makers in evaluating their cybersecurity choices.

Examples of Solution-Oriented Metaphors:

Evaluating Solution Effectiveness: A metaphorical video explained how to identify a genuinely effective cybersecurity solution.

(Watch Here)

Spotting Genuineness in Service Providers: This video humorously depicted the importance of choosing a trustworthy IT partner.

(Watch Here)

Herd Mentality in IT Solutions: A fun, engaging clip highlighted the risks of blindly following the crowd when selecting IT solutions.

(Watch Here)

Summary

Leave a Reply Cancel reply

Want to know More?

IT INFRASTRUCTURE AUDIT

5 Reasons Why We Won the MSME Golden Business Excellence Award – A Winning Formula for MSMEs

The Power of Metaphors in Concept Selling: A Game-Changer for Innovation

Introduction

The Challenge of Concept Selling in Indian MSMEs

Stage 1: Creating Awareness About the Need

Our primary audience consisted of MSME founders and directors across various industries such as manufacturing, pharmaceuticals, auto-ancillaries, and engineering. These businesses generated valuable data that needed protection but lacked awareness of potential threats.

Examples of Metaphorical Content:

Data Theft Explained Through Money Heist: We used the imagery of Money Heist masks to illustrate how cybercriminals steal business data.

High Availability Through Cricket: A cricket analogy was used to explain the importance of data redundancy and high availability.

Corporate Politics & Data Loss: A humorous take on office politics was used to demonstrate the consequences of data loss.

Stage 2: Shifting to Solution-Oriented Metaphors

Once awareness was established, we moved to the next stage: presenting BLACKbox as a solution. Here, we continued using metaphors but focused on demonstrating how our product addresses data protection, information security, insider threats, and compliance.

Examples of Solution-Oriented Metaphors:

An Action-Packed Video: This video used action-movie-style storytelling to highlight how BLACKbox provides multiple solutions in a single package.

Simplifying IT Investment: A video set in an office environment showed how BLACKbox eliminates the need for multiple IT solutions by integrating everything into one system.

Stage 3: Establishing BLACKbox as the Preferred Alternative

Once the difficult stages of awareness and solution introduction were passed, the final step was solidifying BLACKbox as the best alternative to traditional IT solutions. We created short, comic-style videos that subtly guided decision-makers in evaluating their cybersecurity choices.

Examples of Solution-Oriented Metaphors:

Evaluating Solution Effectiveness: A metaphorical video explained how to identify a genuinely effective cybersecurity solution.

Spotting Genuineness in Service Providers: This video humorously depicted the importance of choosing a trustworthy IT partner.

Herd Mentality in IT Solutions: A fun, engaging clip highlighted the risks of blindly following the crowd when selecting IT solutions.

Summary

Related posts

Leave a Reply Cancel reply

Want to know More?

IT INFRASTRUCTURE AUDIT