At any time, you're competing against thousands of thoughts.

So how can you direct attention to your message?

The first thing you must remember is that people think in pictures. Your mind naturally converts words into visuals.

For example, when you read the word "prospect," you immediately create a mental image of someone. That may be a current client, a person you're trying to attract, or just an individual you remember for some reason.

You don't visualize the actual letters P-R-O-S-P-E-C-T.

Since your prospects' minds are already programmed for pictures, you must make sure their mental images portray a positive representation of your product or service.

One way to write your way into prospects' minds is by using metaphors. With a metaphor, you compare two seemingly unrelated items and highlight a similarity.

Here's an example of a metaphor (which could also be characterized as a simile) I recently read in a sales letter for a copywriting course by Ray Edwards:

Most websites are like a Western ghost town. You can practically see the tumbleweeds blowing down the empty streets.

I guarantee you have an image in your head right now. In most cases, you would never see the similarity between a website and a ghost town. But because they're compared in this text, your mind creates a powerful and memorable picture.

Another way to tap into your prospects' minds is through stories.

According to Chip and Dan Heath, the brothers behind "Make to Stick," a book that examines the characteristics of memorable messages, one of the best ways to get people to act on your ideas is by telling stories.

"Hearing stories acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively," they wrote.

For ages, humans have used stories to relay information, share experiences and preserve history.

Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenue.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both - as young college graduates are - were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25^th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Now, if I asked you to recite the above tale after only one reading, there's a good chance you could do it without missing any major details.

However, imagine if that text was the typical corporate speak you often see as the primary focus in marketing pieces:

We've been in business for 35 years as an industry leader representing hundreds of clients in major cities throughout the Midwest. We believe quality legal representation is essential for a successful business. That's why we strive to provide the best legal representation at a reasonable and fair cost to our clients. We are proud of the high legal and ethical standards that have been established by our firm and the tradition of excellence which we work to maintain.

You have to admit, repeating this word mess after only one read is nearly impossible.