Enough Already

One social media post I see far too often I've named The Good Deed Turnabout.

I'm sure the original version of this was not only inspiring, but also maybe true. All the posts that have sprung from it are neither.

Recognize it?

I was rushing to a interview for a job that could turn around my life. On the way, I spotted an unconscious squirrel on the sidewalk. I knew I'd be late for my appointment, but I stopped and performed CPR on the squirrel.

After the revived bushy-tailed rodent scampered off, I dashed to my interview only to be coldly informed that I was late ... but ... there's an ever so slight chance they could squeeze me in.

After an hour of pacing the reception area considering the option of not getting this job was going on welfare, I was ushered into the inner sanctum where behind the grand mahogany desk was the CEO ... imagine my surprise when I saw that the CEO was the squirrel who I risked my career to save.

 
Here are 5 more posts that can I can do without as described by the highly talented and respected copywriter Dave Harland:

1. Your morning routine. The earlier you say that you wake up, and the more things you say that you cram in before 9am, the more impressive you will appear. List everything out, including meditation, exercise and formulating daily plans to obliterate your competitors etc.

2. Your charity work. Spreading the word about all of your good deeds helps charities avoid wasting money on advertising. You could discuss your regular donations, a sponsored run/skydive/silence/heist you're doing, or how you spend one day a week at the local orphanage (even if you don't - nobody ever checks lol). Mention that you don't really like to talk about it, so you come across as really humble.

3. A photo of your car, your house or your watch. Accompany this with a heartfelt story about how you've worked hard for this prized possession and why you really deserve it. If any haters call you a narcissist, tell them you can help them 10X their earnings by being 20X less jealous. Then block them. They'll never understand.

4. A poll. Any poll. It could be about politics, sport, whether swearing has a place on Linkedin, or the different names for a bread roll in different parts of the UK. This shows that you're extremely interested in what your audience thinks, even when the content of the question and your rationale for seeking the answer is totally absurd.

5. Stuff you're proud of. Potential clients love nothing more than seeing you shout about that contract you landed, that award you won or that person you gave a job to despite them having zero experience in the thing you hired them for. Top tip: Put "Agree?" right at the end, even when you've not really put anything worth agreeing about.

For more of Dave's unique view on the copywriter's world, get his Friday email: The Word  

The Power of the Unexpected

The unexpected can capture attention and arouse curiosity.

Here is one of my favorite recent examples:

It got me thinking of how well the embodiment of slow (turtle) has been presented in a surprising manner (fast) to capture your attention, your curiosity, and your imagination.

Like Gary the Turtle, spokesreptile for Homebase:

This animated turtle (for HCG Diet Universe) certainly grabs you by the eyeballs:

Of course, turtles don't have to be fast to grab our attention, like Sheldon, the grumpy turtle who doesn't approve of the "new" pistachio product/campaign:

Geico has gone there, too:

Comcast used the Slowskys to highlight their fast internet speed with the unexpected twist of presenting a couple who prefers slow speed internet:

Aardman and Greenpeace dropped the comedy aspect when they teamed up to personify turtles in an animated film about the plight of the world’s oceans.

Sorta strayed off theme and focused on turtles, but it doesn't change the primary message: 

Wanna get attention for your product/service? Consider employing the power of the unexpected.

Oxford Comma Defenders Rejoice

Want to defend your use of the Oxford comma?

How ‘bout the fact it could save you millions of dollars?

In 2018, an absent Oxford comma cost a Maine dairy company $5,000,000.

Oakhurst Dairy drivers sued the company, focusing on the lack of a comma after the word "shipment" in the following sentence from Maine's overtime law:

The canning, processing, preserving, freezing, drying, marketing, storing, packing for shipment or distribution of:

(1) Agricultural produce;

(2) Meat and fish products; and

(3) Perishable foods.

The judge reasoned that the law's punctuation made it unclear if "packing for shipping or distribution" is one activity or if "packing for shipping" is separate from "distribution."

The drivers sued for $10-million; the dairy and the drivers settled for $5-million.

The Oxford (or serial) comma is the final comma in a list of 3 or more things. 

For example:

I love my parents, Spiderman, and Wonder Woman.

If you had not included the Oxford comma, the sentence could be interpreted as stating that you love your parents, and your parents are Spiderman and Wonder Woman:

I love my parents, Spiderman and Wonder Woman.

If you are an Oxford comma believer and are writing for a client who is not, consider rewriting the sentence:

I love Spiderman, Wonder Woman and my parents.

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The full story: Think commas don't matter? Omitting one cost a Maine dairy company $5 million.

I'm Not Old. I'm Vintage.

This product hits me where I live.

It's a leather iPad case that looks like a vintage book.

Even the zipper tabs look like an old-fashioned bookmark.

I like the juxtaposition of old and new.

It sorta reminds me of me.

My exterior is well worn. Vintage, if you will. 

But, I didn't stop learning and growing when I hit the ripe, old age of 40 when many in marketing and advertising are put out to pasture.

So my interior is loaded with all the modern technology. And it's been polished to a rich finish by years of experience. 

This case is called the BookBook and you can get it from TwelveSouth for $69.99.

I'm not affiliated with the company or the product. I just liked it, appreciated it, and wanted to share.