I couldn’t resist…
Since everyone is getting the warm fuzzies over a Superbowl commercial with no call to action, no offer and no reason to buy, I thought I’d toss one of my own such ads in to the mix.
Ready?
Behold:
(Don’t forget to imagine it being read in Paul Harvey’s voice)
And on the ninth day, God looked down on His planned paradise and said, “I need a salesman multiplied.”
So God made a copywriter.
God said:
“I need somebody willing to get up before dawn, obsess over his headline copy, work all day in the office, obsess over his headline copy again, eat supper, then go to town and stay past midnight at the bar scribbling ideas on cocktail napkins and asking drunk people to read his ads.”
So God made a copywriter.
God said:
“I need somebody willing to sit up all night while his ad that he slaved over for 6 weeks is tested and watch it get beaten, then dry his eyes and say, ‘Maybe next month,’ I need somebody who can shape an advertisement from a disorganized client’s team of English majors who wouldn’t know what a good ad was if it bit them, write an 8 page sales letter for a 200 page book in under 2 hours, who can make a sale out of thin air with the right combination of words, feed his family when work mysteriously dries up and learn to live on scraps until the next assignment. Who, during his other disorganized client’s product launch will finish his 40-hour week by Tuesday noon and then, paining from a sore back sitting 12 hours straight, put in another 72 hours.”
So God made a copywriter.
God said:
“I need somebody strong enough to clear his mind when his own clients’ employees sabotage his ads and not heave them out the window like bales, yet gentle enough to yean empathic copy full of irresistible bullets, who will stop his writing for an hour to take his impatient dog out on a much-needed walk.”
It had to be somebody who’d dig deep researching his market and straight and not cut corners. Somebody willing to read, speak, peek, and never forsake (his market), and risk, and grow, and never say “can’t”, and make the peace with others who strain the morale. Somebody who’d bale an ad together with the soft, strong bonds of caring, who would laugh, and then sigh and then reply with smiling eyes when his client says he wants to hire him again because nobody else can do what he does.
So God made a copywriter.
