The quiet places are an endangered species...
Everywhere you go now, you find manmade noise.
Even in the remotest parts of the world, it’s difficult to experience the silence of nature.
Science believes this is unhealthy.
Humans were not made to live this way.
And if even the most remote and isolated places are infested by human-made sound, how overwhelmed are the places where humans live crushed together?
Noise is pandemic.
Noise is the new normal.
Noise is also a barrier.
Noise prevents communication.
And now more than ever…
Noise is standing between you and your customer.
We already know that if we can’t see our customer in the copy, we haven’t written an ad.
You know what else?
We haven’t written an ad if our customer can’t hear us.
And the customer can’t hear us when we are just part of the noise.
Noise is like a glass wall.
On one side, we have our words.
On the other side is our customer.
In a culture filled with glass walls of noise, we have to cut through the glass.
Clarity of purpose.
We must work at writing things that cannot be mistaken for noise.
It’s about working at writing sentences that surprise!
Committing to concepts that inspire the moment of, “Ah-ha!”
Even if we say it silently to ourselves, “Ah-ha!” is our comrade and collaborator.
When we are surprised by our own words, when we have an ah-ha moment while we’re writing, our customer can, too.
The customer can hear “Ah-ha.”
“Ah-ha” means micro-dynamite for breaking through.
Whatever we are saying, we can always find a better way to say it.
Whatever you're writing, blow it up.
Do the math on your English.
Don’t worry about writing different.
Worry is noise. Worry stands between our pen and our page.
Kill the worry.
Just write it like nobody’s watching.
Write it write it write it.
Or maybe even start over.
Dig a new hole you can launch yourself out of.
The first pass is never ready for trotting out with the dogs and ponies.
The first pass is just more noise.
The fifth pass is where the diamond cuts the glass wall of noise.
That’s where we cut through and connect our commercial to our customer.
That’s when the customer hears us: when diamond-edged words cut the glass for clarity, purpose, intent, and action.
The customer hears the words when we're writing words worth hearing.
Your Lean, Mean Creative Director in
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Blaine Parker is prone to ranting about any and all things related to brand. In many ways, he is a professional curmudgeon. While there is no known vaccine for this, the condition is also not contagious. Unless you choose it to be so.