Tuesday, February 6, 2024

When was the first time you felt old?

Knee W-Ray

For me it was during an examination of my arthritic knees. It was my first visit with an he orthopedic surgeon and he brought in two interns to observe. 

The surgeon was rather abrasive as he showed the interns my x-rays and referred to them as “text book for a non-ambulatory patient” even though I was walking – with some pain but without the need of crutches or a cane.

That was irritating, but it was not what made me feel old. I'll get to that.

As the surgeon continued to hold court with his interns, he asked me to sit on the examination table with my legs dangling over the edge. He rolled up his chair, put his hands on the front of my ankles and asked me to push. I asked him, “How hard?” I caught a slight eye roll to his interns as he said, “Whatever you can manage.”

So, I pushed hard. Harder than he assumed I could based on my x-rays. And he and his rolling chair went sliding across the room almost knocking down the startled interns.

Following the exam, I was getting dressed and heard the interns talking in low voices on the other side of the privacy curtain.

“Did you see him push the doc across the room?”

“OMG, that was hysterical.”

“Yeah, that patient is …”

Here’s where I answer the question. I was expecting the the intern to refer to me as “crazy strong” or “a rock star” or “a real baller” or even “like a real life James Bond” … but, alas … he said:

“Yeah, that patient is one tough, old fucker.”

Old fucker? Not James Bond? Yep, felt old. Still happy about sending that smug surgeon on an unexpected ride, but knocked quickly back to reality.




Monday, February 5, 2024

Know Which Side Your Bread is Buttered On


Here's an exercise that will serve you well.

Take the classic ad below and change out "Avis" for your name or your company's name.

Where it refers to "rent a cars", change it to your primary product/service (copywriting, marketing, content writing, advertising, whatever).

Customize the rest of the copy to your business (e.g., "lively, super-torque Ford" to "engaging website copy").

In other words, steal this brilliant ad and change it to fit your business.

Don't publish it. Print it out and tape it to your wall.

Read it before, during, and after client calls.

And do the level of work that makes your client need you.


Avis Needs You Ad

To make the exercise easier, copy and paste:

Avis needs you.
You don't need Avis.
Avis never forgets this.
 
"We're still a little hungry.
 
We're only No. 2 in rent a cars.
 
Customers aren't a dime a dozen to us.
 
Sometimes, when business is too good, they get the short end and aren't treated like customers anymore.
 
Wouldn't you like the novel experience of walking up to a counter and not feel you're bothering somebody?
 
Try it.
 
Come to the Avis counter and rent a new, lively super-torque Ford. Avis is only No. 2 in rent a cars. So we have to try harder to make our customers feel like customers.
 
Our counters all have two sides.
And we know which side our bread is buttered on.



Sunday, January 28, 2024

Technology Speeds Ahead at a Dizzying Pace

To consider the rapid pace of technological advancement, imagine if you could go back in time 20 years.

Bring an iPhone with you.

Leave it on the seat of a public transportation train or bus.

Once discovered, it would cause a furor.

People would be sure it is sign that we are being visited by aliens who mistakenly left something behind.

They wouldn’t believe that it's commonplace technology just 20 years in the future.


Time Machine


Now that you've taken a moment to consider the breakneck speed of the technology you're probably reading this on, check out 33 Things You'll Be Surprised Didn't Exist 20 Years Ago.

Imagine trying to explain some of these to the you of 20 years ago.




Monday, January 15, 2024

2024: An AI Kick in the Head

 

This exchange on LinkedIn was a real eye-opener.


The post:

I've taken up sketching and illustration again. Why after 25+ years? Well let's just say I have a feeling I'm gonna need a second income stream soon. At 49, I'm too young to be a politician or president, but seemingly too old to write banner ads or TV scripts for mouthwash. Weird that huh?

A Copywriter Looks at 2024


A response from a follower:

Danel Buchmeier MidJourney response

An enlargement from the comment:

MidJourney - Daniel Buchmeier


That was a rude awakening.

________________________


Wanna be a copywriter?

Looking for a career?  Or a change of career? Are you considering copywriting?  I'd suggest you read through the following (including th...