The long shot: taking the time to stand out in word and deed

In writing, briefer is often better, but there’s only so much you can leave out, before, in fact, you’ve left out everything. Like the truth of your life story, for example. Or the guts and glory of a real competitive advantage you hold in the marketplace.

Not everything worth saying can be collapsed into a tag line or a twit. Unless you are, forgive me, a twit. Not by a long shot.

Brevity is undoubtedly a sign of excellence in some, but in others it’s how mediocrity hides. The less said the better. In brevity, bogus claims go unchallenged, because, what is there to challenge? Not much.

In media driven brevity, people are deified and then sacrificed on the same alter of public opinion. Because who has time to find out what really happened?

No wonder some clients are opting for longer form writing approaches: they have something to say.

A high tech sales organization hired Relativity Writing to develop a full on case study. Not the challenge, solution, outcome one paragraph version, but a multipage story. They have a socially conscious employment model to boast about that also happens to be a big bad competitive advantage. And they have outcomes. But you only understand the full value of the outcomes if you get the context.

Who has time to reach such a tome? Maybe decision maker considering investing significant strategic resources. They may want more to go on than a twit.

Another potential client is an Olympic gold medal winner. She experienced being recognized divine one moment and demonized the next. Perhaps for no other reason than to embellish a news cycle. She’s got great achievement in her right alongside anger, insight and reinvention. Try packing all that into a blog post. Here’s to writing a book length rebuttal of a lifetime of superficial exposure. Brevity just can’t cover it.

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The inaccurate insult: how politics makes for idiotic word choices

During a break between observing focus groups for an unrelated project, with nothing but M&Ms for sustenance, I started researching an essay I was writing about former Arizona Governor Janet Napolitano. The client happened to walk up, and, bored as I was, he glanced at my screen.

“Janet Napolitano,” he said, “what an idiot.”

“Hold your politics,” I laughingly brushed him off, and we left it at that.

The essay will appear in a book entitled 48 Most Intriguing Women of Arizona. I doubt all the women profiled are indeed intriguing, but Napolitano certainly is, not the least of which for her intelligence.

Napolitano is no idiot, and no amount of political or ideological disapproval can accurately put her there. Yet neither is the guy who called her an idiot. Granted, the evening was getting late and we’d watched two full focus group sessions with one to go. But where does he come off with such a blatantly inaccurate insult?

The answer it seems is ideological agreement. In a red state like AZ, this otherwise intelligent entrepreneur could allow himself to mindlessly bluster, because he expected ideological agreement to carry the day anyway.

When we agree ideologically, it doesn’t seem to matter how poorly we articulate our point, or even if we are making one at all. When our discourse is always with those who agree ideologically, we rarely get challenged on the strength of our rhetoric, whether spoken or written.

Then again, it could have just been all the M&Ms.

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Sex and sleep: what’s the difference?

If an observer from another reality suddenly started reading American English, they could easily conclude that our culture holds the act of slumbering with others – thy neighbor’s wife, the enemy—as highly taboo. Indeed they would be led to believe, whether or not rapid eye movement in fact ensued, either for one party or the other or both, that snoozing, napping, dozing off or otherwise losing consciousness in a restful manner was highly private and often inappropriate if not criminal.

We’ve gotten so used to the euphemism, we don’t hear how silly it sounds.  Here’s one run of the mill usage from the New Yorker, that most fact checked of magazines, January 9th:

Adelstein, who was single at the time, covered the story and interviewed the dead yakuza’s meth-head girlfriend; almost immediately, they began sleeping together.”

My god, they must have been exhausted, if not downright sleep-deprived, to jump into such a joint resting arrangement so quickly.

It’s a scandal! On the news, in leading magazines and newspapers everywhere editors are allowing sleep to pass for sex. Anyone who actually sleeps with someone on a nightly basis knows, the two are far from the same. You can sleep and sleep together and never get any sleep, if you know what I mean. That is, all you do is sleep. Oh, never mind.

Are we really too delicate to read sex written as, well, sex? I mean you don’t have to deploy fuck. (Although sometimes it feels fucking good to do so). And lovemaking may be giving too much credit. Who knows how much affection was actually produced? Screwed goes too far the other way, reducing the act to a hardware store analogy. So how about not judging it one way or the other and just writing that when people have sex, they have sex?

 

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Two stories within one: ghost writing that reveals both sides

Good book writing reveals that a story is never just about one thing. Ted Turner’s autobiography Call Me Ted tells a lot about Turner’s expansive business career. But the writing is personal enough to also convey the restlessness born out of aleniation from his hard-driving, alcoholic father. So while Amazon lists it as a business book, the writing really serves up two great themes: business, and the rupture between father and son. Kudos to his no so ghostly co-writer Bill Burke.

In a current book project I’m writing for the men’s fashion designer Remo Tulliani the subject ostensibly is success and how different people have arrived at it. The book will include interviews with a broad mix of men who have made it from Warner star-maker John Esposito to the designer Donald Pliner to Muhammed Ali.

But the story that runs in parallel to these men’s insights on focus, passion, vision and whatever else helped them get the top, is Tulliani’s own search for connection, mentoring and friendship along the way.

By telling both stories, rather than just one of them, we not only enrich the readers experience, we broaden our readership to include more people. So it’s not just good storytelling, it’s good marketing as well.

 

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Owning the edge: signaling difference when claims all sound the same

I heard London Calling by the Clash playing on the Muzak in the frozen food aisle of Trader Joe’s recently. I quite enjoyed hearing it, but had to chuckle: If the Clash is playing on Muzak, where is the edge these days?

It’s gotten so cool to be different, that everybody claims to be different, typically in the same ways as their competitors. So what happens when you really are different?

It’s a strange situation when you truly are an outlier, that all your claims, in the short hand of copywriting, rather than differentiating you, actually camouflage you into the crowd.

Terms like “leading edge” become labels for mediocrity. The promise of “integrity” can be read as ethically average. Simply because they are put in play so often.

Ad agencies are a great example. What agency doesn’t claim to listen and to dig deep and to be strategic, not just creative? This can be exceedingly frustrating to agencies who really do the legwork and have no way of bragging about it.

The difference doesn’t come across in the claim, but in how you claim it. The writing and images used signal difference in a way that the claim alone cannot.

When an  Asset Management firm uses a term like “friendship” rather than the cliche of “partnering”, it sends a ripple through the marketing matrix. When an ad agency admits to being driven by a “fear of failure”, it makes the claim of strategic rigor that much more meaningful. These writing choices signal difference where claims often fall short.

These days, even edgier positions are common place and have to be paid off in writing that reflects an alternative mindset. After all, they’re playing the Clash in Trader Joe’s.

 


 

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Writing into seashells

The Online Etymology Dictionary conjectures that the term niche, so relevant in all things marketing today, evolved  from nicchio, an Italian term for “seashell”. That’s illuminating, because  what is good copywriting or good writing in general if not the endeavor to draw audiences out of their shells, to buy what you’re selling or read what you’re writing.

As a Cancerian, I understand. In a wide open world crammed with content relevant, irrelevant and everything in between, the niche is where you can find calm in the chaos. It’s a snug little spot people of a particular mindset curl up in, waiting to hear just the right message, through just the right media, signaling to them to emerge.

The more noise in the marketplace, the more refined that signal must be to get through. You can try to crack the shell with shear weight of content, but that is costly, time consuming and ultimately destructive of the conversation itself. Far better to write your way in, crafting content that curves with the contour of the niche. You may not have to make it all the way inside,  just far enough to draw out the cozy creatures within.

Writing for the niche can feel confined , but really it is freeing. You can stop holding back for fear of offending those who will never respond in the first place. You can say the wrong thing to the wrong people, in order to express the right thing to the right people.  They are just waiting for the signal.

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Books and boredom in Las Vegas

If art is about invention, why are so many artists inventing themselves into a corner, where they have few options to thrive and particularly to earn?

I recently attended the Las Vegas Book Fair, a weirdly sinless event for that city. An MFA student from UNLV read a short piece to an audience of about four, and felt compelled to acknowledge two others for their contribution to her work, as if the tepid applause she received from the four of us was too much glory to accept all to herself. The next reader, also a student, apologized in advance for having published his work in only minor literary journals, displaying the kind of massive ego that will only grow with the lack of recognition over time. Never the less, he read well.

I was introduced to Jane Smiley, author of  A Thousand Acres, Moo, Greenlanders, our headliner for the afternoon. From the podium, speaking to a full room of people, Smiley paid homage to writers’ blind ambition, saying that you know you’re a writer if you just sort of keep at it no matter what, against all odds, against all evidence that you’re getting nowhere, etc.

You hear this exhortation in some form or other at every writer’s event. The trouble is that while it’s sincerely true for Ms. Smiley, it’s patently untrue for the vast majority of those listening. For them, this is merely delusion without a clock.

The real question shadowing MFA programs isn’t whether great writers can be taught or not, which Luis Menand knocked around in the New Yorker in June of 2009. That’s like the mystery of the afterlife, you’ll only know when you get there and it may well be too late. The more tangible question is what are all these aspiring writers with their MFA’s going to do when they graduate?

Their degree qualifies them to do what? Teach in MFA programs. That’s like having the number one prospect for law school graduates be teaching in other law schools. Why are all these writers, these inventors of stories, these articulators of the human imagination, imagining themselves into jobs that don’t exist, when they could be preparing for work that does–ghostwriting, copywriting, technical writing, grant writing.

And while I’m at it . . . why are literary readings so boring? Even in Las Vegas! In every case, including Smiley, the writers’ comments off the cuff were considerably more interesting than the readings themselves. The moment the authors’ eyes left the audience and went to the page, all energy fled the room.

Here we are in a city seemingly zoned for excess, where no architectural idea is too absurd to get approved, funded and built, and supposedly the real creators, artists, and their dedicated fans, are in a room staring at the ceiling or the back of the bored head in front of them. Can’t we do better than this?

I was left pondering these questions, as I walked the Strip with my host, author Kris Saknnussemm, our literary torpor finally lifted by the sheer exuberance and un self-conscious vulgarity of it all. Las Vegas saved me from literature.

 

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What do you call a writer . . .

What do you call a writer who fails to fill his own obligation to blog on a daily basis, as he so consistently advises his clients? The charitable answer is “busy”.  I’m busy with ghostwriting and copywriting projects. Still, that makes me the bottleneck in my own blog production. Perhaps I could hire someone to write my blogs for me? A weirdly rational solution.

I’m currently fortunate enough to be ghostwriting a book about business leaders in the fashion industry. One of them, the visionary behind a well known high end brand, said this about leadership and perspective:

“What I liked was the fact that Neil Armstrong was smart, he was humble, and he literally changed the perspective of the entire globe.  But I think what truly resonates the most was the reason why  – because of JFK.  He changed this world.  He made it very clear that we would get to the moon. We were going to create a mission through NASA that we would get there, and we did, and that’s something that in my opinion has not been duplicated by any other president since.”

Great to write for people who have something to say!

 

 

 

 

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Copywriting 101: When to do it yourself, and when to hire a writer

When the web site has been waiting for months, the layout laid out, the backend all programmed, and you just can’t get around to writing the damn thing, you might want to hire a writer.

When your book is still just an entity in your head, which is becoming incredibly cluttered with one brilliant notion after another, until the tide of ideas rises so high it threatens to stream out your ears, you might want to hire a writer.

When your ad campaign includes all the key points about your business you know you need to include, but still gets nothing across . . . you might want to hire a writer.

Does it mean you can’t write it yourself? Not necessarily. Most of us can write something, and therein lies the delay. If you were flat out illiterate, then the decision would be a no brainer. You’d call a writer and be on your way.

But the fact that you can write, something, can keep you on the hook, waiting for the happening of your own writing to occur for weeks, months, and yes, even years.

The big question isn’t can you, but are you. If you are, then fantastic. If you’re not, and you look out the window and notice the seasons are changing on you—at least to the degree they do that here in AZ—then maybe, just maybe, it’s time to call a writer. I’m just sayin’ . . .

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