• Lucas North

How yoghurt can help your writing

Jonathan Van Tam wows the internet.


ENGLAND’S DEPUTY CHIEF MEDICAL OFFICER has a cure for people who don’t understand stuff.


Jonathan Van-Tam’s colourful comparisons have been winning him fans all over the internet.

Just look at what Char says on Twitter:

“I’m thinking of starting a little #JVT fan club. He has a way of explaining things that makes sense and he is very authentic in his delivery.”

I hate to say I told you so, but…

I couldn’t agree more that metaphors are a very useful way of helping people make sense of complex information. In fact, I said as much in a blog I wrote back in May. Way before JVT was an internet sensation, I compared writing to boxing when discussing a mentoring session I gave to a part-time pugilist.

That’s because that particular mentee understood the language of boxing. The metaphor made the process of writing more relatable to him.

The government adviser tends to use more football analogies. Why? Because football is the biggest sport in the world. JVT wants to help as many people as possible understand a situation about a Covid-19 vaccine that affects everyone on the planet.

Jump aboard the easy-to-understand express

What else do millions of people do? They use public transport (or at least know what it is). Here is JVT welcoming the approval of the Pfizer/BioNTech vaccine:

“The train has now slowed down safely. It has now stopped in the station. And the doors have opened - that was the authorisation by the MHRA [the UK’s medicines regulator]. What we need now is for people to get on that train and travel safely to their destinations.”

Highly digestible yoghurt

The following is how the deputy chief medical officer warned us that the vaccine needs to be stored at around -70C:

“This is a complex product. It’s not a yoghurt that can be taken out of the fridge and put back in multiple times.”

Because taking an everyday item like a yoghurt from the fridge is something most of us do or understand, the handling of the vaccine is made clearer. That's what metaphors can do.

I’m sure you’ll agree, it’s pretty simple stuff.

And therein lies its beauty.

Get in touch if you want any help making your complex information easier for millions of people to, ahem, digest.

#copywriting, #copywriter, #contentwriting, #contentmarketing, #writing, #communication, #ContentWriter, #writer, #CopywritingTips, #JonathanVanTam, #JVT, #vaccine, #GovernmentAdviser

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