A few new poems
Posted: August 22, 2011 Filed under: Publishing, writing | Tags: Poetry, Tidal Basin Review Leave a comment »In the new issue of Tidal Basin Review, a Washington D.C.-based journal published in print and online. My work begins on page 84.
Barely South Review » Disappointment at Shiloh
Posted: April 19, 2011 Filed under: Literature, writing | Tags: Barely South Review, Fiction, writing Leave a comment »
A writer can’t write advertising all the time. Here’s a little short story of mine just published by Old Dominion University–online.
Barely South Review » Disappointment at Shiloh.
Wordcracker: Copywriter
Posted: January 4, 2011 Filed under: Copywriting & Creative, Wordcracker, writing | Tags: Advertising, business writing, Copywriting & Creative, creative, freelance writing, marketing, Origin of copywriter, writing 1 Comment »An advertising writer is called a copywriter. But why? Why “copy?” The story starts a long time ago, even before advertising as we know it. While “copy” can mean an imitation or facsimile, it can also refer–according my trusty Oxford English Dictionary–to the thing being copied. A copy, then, can be “the original writing, work of art, etc., from which a copy is made.” We can find this usage as far back as 1481.
So what does this have to do with advertising writing? Plenty. Fast forward to the moveable type printing press and the printed newspapers it spawned. The manuscript written (and later typed) by the news writer was called a copy because, we can now deduce, it would soon be copied by the typesetter and printer. In fact, a “copy boy” was often employed to run the manuscript from writer to editor to typesetter. Eventually, the “a” was dropped, so a copy became simply “copy,” used in much the same way we use the word “text.”
So, you keep asking, what does this have to do with advertising writing? Everything! To pay the journalists and the pressmen and make a profit, newspapers sold advertising (why do you think advertising courses are so often buried in our colleges’ schools of journalism?). Someone had to write the verbiage–the copy–for the ads they sold. And the copywriter–and a title that differentiated him from the journalist or news writer–was born.
The unfortunate similarity of “copywriter” and “copyright” causes consternation for many. You’ve got to be a lawyer to deal with copyright issues, and that I am certainly not. In fact, I have a hard enough time just coming up with a company name or a snappy slogan that has the potential to be copyrighted. Try coming up with an original website domain, for example. It isn’t easy. Because of this confusion and because not that many people know where the word “copy” comes from in the first place, I prefer to say I am an advertising writer or a marketing writer. And when I am feeling particularly smug, I simply say that I’m a writer, knowing that it will evoke all sorts of romantic notions in people’s heads. That, of course, often backfires, and they ask, “Oh, anything I might have read?”
Probably not. Not yet, anyway.
Bubble and froth, slobber and cream
Posted: October 25, 2010 Filed under: Language, writing | Tags: Matthew Rogers, Stephen Fry, typography 2 Comments »Pure word joy.
English is a great major for a writer unless it costs a major fortune
Posted: June 2, 2010 Filed under: writing | Tags: Brandeis, College major, English, NPR, tuition, University of Memphis 6 Comments »
As an English major who makes a living as a writer (and is a proud member of POEM, the Professional Organization of English Majors), I took special interest in a report on NPR today about Heather. She wanted to be a writer, so she majored in English. But, in contrast to my own humble education at a modest state university close to home, Heather went to Brandeis University where the full cost of attendance tops $51,000 a year. So, not only did she graduate summa cum laude with a double major in English and creative writing, she also graduated $85,000 in debt.
Now, she is questioning the value of an English degree because she is finding it hard to find a job. Obviously, Brandeis isn’t able to teach common sense (in fact, private colleges encourage student loans as a way to make their tuition “affordable,” Affordable!) No, instead, Heather should be questioning the value of a Brand name education. The major subject is not the problem. It’s the major debt.
Majoring in English was a great choice for Heather. When you learn to write, you unlock opportunity many people never have, the ability to articulate what you think, how you feel, what you do, or how something works. You learn how to engage others, to motivate, instruct, and persuade. When you study literature, you also study all of its contexts. So you learn about history, about social and economic realities, about human interaction, psychology, philosophy, and, if you read the “Cetology” chapter of Moby Dick, even science! And, of course, you learn about the really big ideas: truth, love, and life. There is no greater major in the world. So, to me it is no surprise that despite its reputation as a major without immediate practical application, English ranks six among the top ten majors, according to Princeton Review.
In Heather’s case, the poor decision wasn’t to major in English; it was to do it at a university she could not afford. Poor, indeed. Unfortunately, that choice becomes much more difficult for those who wish to pursue grad school and a career in academics because a prestigious degree comes in handy in the outrageously competitive arena we call academia. But Heather wants to be a writer, pure and simple. You do that by writing. And writing. And reading. And reading. And writing some more. No college, no matter how Hogwartsian it may be, can magically make you a great writer. If you can truly afford Brandeis, go ahead! I would do the same, if they would have me. But a motivated writer of modest means can get what she needs from a good in-state public program, start her post-collegiate life on sound financial ground, and save the magic for her manuscripts.
Attractive marketing? The ubiquitous refrigerator magnet
Posted: May 13, 2010 Filed under: Copywriting & Creative, signage, writing | Tags: Advertising, Books for Kids, Copywriting & Creative, Homewood Suites, public relations, Refrigerator magnets 4 Comments »
What’s the attraction of refrigerator magnets? They clutter. They allow you to attach more clutter. They fall off and break, which makes your clutter just that much more junky looking. Yet, we have quite a few at my house, mostly souvenirs from family trips, including a beheaded soldier from Williamsburg. We never keep the ones from the pest control people, real estate agents, or other commercial enterprises. Usually they are ugly, what with their phone numbers and lousy slogans and faces, and who needs ugly clutter?
Other people I know have the whole alphabet, plastic letters that let you spell words, even bad ones–which is a fun thing to do when you are at their house and you’ve gone into the kitchen for that third glass of Chardonnay. Still other people have magnetic poetry, words you can arrange and rearrange to create all kinds of poems, especially bad ones. And then there are the magnets that act like frames for photos or kiddy art. We had one that said “My Kid Did This.” That, of course, invites a parent to post a cute art project or good report card. Or, it can become a kind of Frame of Shame. A bad report card. A photo of a messy room. A suspension notice from school. It depends, I suppose, on what kind of parent you are. And what kind of kid you’ve got. I think we just took down that magnet altogether.
I have the chance to write everything from annual reports to internet ads. Recently, believe it or not, I wrote a refrigerator magnet. Which got me to thinking about the whole genre. I found out that the average number of views a single household refrigerator magnet garners in a year is around 14,600. That’s pretty good. Create an especially nice one and there are plenty of people who will add it to their collections. People like Louise J. Greenfarb (doesn’t that just sound like the name of a magnet collector?). She has more than 40,000, and her cars (and everything else made of metal, I’m sure) are covered up with them. You can read about her collection here.
Interestingly (or not) there’s no official name for a magnet collector in the way there is for a coin collector (numismatist) or a stamp collector (philatelist) or even a collector of teddy bears (arctophillist). Magnut, maybe.
Although I may sometimes question the wisdom of commercial magnets, the one I worked on is an exception. It was commissioned by Homewood Suites to promote their partnership with the Books for Kids Foundation. Unlike other companies that might turn to the refrigerator magnet for marketing or public relations, Homewood actually has the refrigerators to put them on, which makes the whole strategy a stroke of genius. Think about it. Every suite has a fridge, the perfect place to exhibit a magnetic message and reach a captive audience. At the same time magnets just make the kitchen that much more like home, which is the whole idea behind Homewood Suites, anyway.
Naming your shade of green
Posted: April 8, 2010 Filed under: Copywriting & Creative, writing | Tags: Advertising, advertising strategy, business writing, Copywriting & Creative, creative, green marketing, marketing, sustainability, writing Leave a comment »
When a person is born, the first thing we do is give her a name. A name formalizes the baby’s existence, gives us an easy way to make reference to her and provides a gateway to understanding and communication. Proper names are often given to inanimate objects, as well. It’s a way of humanizing them and making them seem more “knowable.” Give your third-quarter sales initiative a name, and people know you mean business. Suddenly, everyone has a name to rally around, a cause to champion, an identity to share.
The name of the game lately has been sustainability. Companies have been establishing their green initiatives and then formalizing them with a name or at least a theme.
That means some good, yet challenging, work for writers like me. Here are three such projects for high-profile companies.
1.
The first one is is for FedExCup and their effort to bring more sustainability to the game of golf, which by its very nature (or lack of it) isn’t particularly eco-friendly. Basically a golf course is a vast monoculture of grass and a lot of fertilizer. However, through this program, FedEx is working with an organization called The First Tee whose mission is to “impact the lives of young people by providing learning facilities and educational programs that promote character development and life-enhancing values through the game of golf.” It’s a noble goal. Even if a golf course can’t necessarily create a full-fledged sustainable ecosystem, it can help sustain something at least as valuable. Successful children. So how do you combine golf and the future in a name? Like this.
FedExCup Fore!Ever
2.
This next one is for the chemistry company Buckman. It is, no doubt, a challenge for a chemical company to go green. But Buckman is doing a lot to reduce its own environmental footprint and to help their clients do the same, reducing energy usage, water usage and waste in a variety of industries through advanced technologies. Buckman’s corporate color has always been green, so the name and theme for their sustainability initiative was a natural. Here’s the cover line and first page of copy from their just-published Sustainability Report.
3.
This last one is for International Paper. They just released a whole website based on this idea to showcase their sustainability efforts. Three of the sections there were written by yours truly: Carbon Footprint, Paper Sourcing and Recycled Paper.
There’s nothing unique or proprietary about “Down to Earth”. But it fits the general objective well, which is to provide straight talk on environmental issues and set straight some commonly held myths about pulp and paper. As I have said before, finding a unique name for your green campaign gets increasingly hard as more and more companies stake their claims. Better hurry.
A (rib) bone to pick with Forbes and Memphis’ “miserable” status
Posted: March 2, 2010 Filed under: Publishing, writing | Tags: Forbes, Memphis, Most miserable cities Leave a comment »Forbes magazine ranked Memphis third most miserable city this year. In case you think that Memphis is nothing more than crime and Elvis, barbecue and paddlewheelers, put down that pork rib and listen up.
Memphis has a lot more than rock-and-roll; we’ve got the NBA pick-and-roll. The Civil War and civil rights. Beale Street joints and Broadway shows. BBQs and corporate HQs. In Memphis, we’ve got soul. We sit on the porch and sit in the stands. We sit in the center of the U.S. population, delivering goods and services faster than anybody, thanks not to the paddle wheeler but the FedEx jet. And that muddy Mississippi? It happens to roll past some of the best-tasting artesian well water on the planet. This is the real Memphis, one rock-a-billy, hip-hop, can’t stop kind of place. Here you can find yourself or find a cure for cancer. We’re a lazy trolley ride. We’re bustling crowds. We’re a walk in the largest urban park in the nation. Looking for a place to live, work, learn, play, and explore? Read on. We’ll have you right where we want you. Here with us.
Find your place.
Memphians live in downtown lofts with views of the Mississippi, in suburban colonials with big yards for the kids, and in Craftsman foursquares near park amenities and our world-class zoo. We share lush, tree-lined thoroughfares and white-steepled churches. We share synagogues, temples and mosques. We share upscale shopping and a low cost of living. We share more sunny days than the folks in Miami. And we share what we have with those less fortunate. In fact, Memphians were recently named some of the most generous people in the nation. Here, it’s not a matter of where you want to live but how. You’ll find your place in Memphis.
Roll up your sleeves.
Work brings a lot of people to Memphis. What kind of work do you want to do? Shipping or logistics? Information technology? Biotechnology or health care? Manufacturing? It’s all here. FedEx, Delta, AutoZone, International Paper, St. Jude Children’s Research Hospital, and many more high-profile employers create exciting and dynamic career opportunities. Want to strike out on your own? Entrepreneurship thrives here. In fact, Inc. magazine has listed Memphis as one of the best cities in the nation for starting and growing a business. The arts, education, government–they’re all great ways to earn your keep in Memphis. So roll up your sleeves and join us.
Take a desk.
Wonder if Memphis is a smart move? Progressive city and county school systems along with more than 30 private and parochial schools offer a variety of educational choices. We have more than 20 universities, colleges, and professional schools, too, devoted to everything from health care to religion. Memphis is home to the FedEx Institute of Technology at the University of Memphis, the medical colleges of the University of Tennessee, and Rhodes College, consistently listed in the top tier of best liberal arts colleges by U.S. News and World Report. In Memphis, you’ll find plenty of opportunities to continue your education or earn an advanced degree.
Go out and play.
When you are ready for some fun, so is Memphis. Check out NBA Grizzlies basketball, AAA Redbirds baseball, pro hockey, PGA golf, and professional tennis. Visit historic attractions dating back to 1807. Enjoy unique museums and compelling art galleries. Discover our musical heritage. See the pandas and the 3,000 other animals at the zoo. Head south to the casinos of Tunica. Party at Memphis in May events and other world-renowned festivals. Shop at specialty boutiques and regional malls. Enjoy nightlife that lasts ’til dawn. Tired yet?
Discover something new.
Ah, the great outdoors. Memphis is close to lakes, rivers, and streams perfect for boating, fishing, paddling and exploring. State parks provide excellent camping. Biking and walking trails abound, especially at Shelby Farms, the largest urban park in the country. The Wolf River Greenway and the Memphis Greenline will soon provide miles and miles of uninterrupted hiking, biking and skating bliss. Want to wonder a bit more? A great variety of exciting destinations lie within a day’s drive, including the Smoky Mountains, the Gulf of Mexico, and the South’s other great cities. explore the finer things, too: botanical gardens, professional theater, Ballet Memphis, the Memphis Symphony Orchestra, and Opera Memphis.
Welcome to our town. Once you get settled, put on your blue suede shoes and just start walking in Memphis. Oh, and go ahead and eat that pork rib. Now that you know the real Memphis, it’ll taste even better.
The Current River
Posted: December 28, 2009 Filed under: Publishing, writing | Tags: camping, Current River, Kayaking, magazine writing, rivers, Sierra Club Leave a comment »My 2000 word article boiled down to 330 choice words for Sierra Magazine, now in print and online here.
.
What is writing?
Posted: October 28, 2009 Filed under: writing | Tags: Advertising, Copywriting & Creative, graphic design, writing Leave a comment »What is writing, anyway? Every once in a while I have the opportunity to speak to a class of design students at the University of Memphis about writing and about how writers and designers interact in the world of advertising and marketing. I always ask that question. What is writing? One student replied, “words on a page.” Typical but wrong. That would be typography.
Writing is connecting disparate ideas. It is organizing information to tell a logical story. Writing comes from recognizing the complex relationships between words and how your choice of words affects meaning and understanding. It is controlling and manipulating language to achieve a desired effect. It is communication.
But most of all, writing is thinking made accessible to others. You can’t really write until you learn how to think.
What I have tried to impress upon the students is that writing doesn’t necessarily involve a lot of words. In the advertising business we engage in an activity called “concepting,” in which we come up with the big idea and invent just the right vehicle for communicating our message. Sometimes that concept is 50% headline and 50% visual, but it is always 100% writing. Here’s an ad I just wrote for FedEx that hardly has any “words on a page.” Its mission is to remind Memphis Grizzlies fans that FedEx is the official sponsor, and that FedEx is as enthusiastic about the team as they are. The thinking, in this case, is being conveyed by the photograph. What better way to show FedEx fanaticism than bobbleheads in the cockpit?
That’s Rudy Gay and OJ Mayo, in case you can’t make it out in this small rendition. Bobbleheads in the cockpit make for an arresting image and convey the idea that FedEx isn’t just a monetary sponsor; they are dyed-in-the-wool fans. These days the hapless Grizzlies could use more of those.
Making something look good is aesthetics. Making people understand? That’s writing. Whether you use words or not.
