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My Laptop, a Monster Zero and Thou!

Nothing suits me more than writing a good manifesto! I know I am not alone. Most copywriters get off on writing manifestos. At least they’d better. Writing such documents is at the heart of what we do, and can do, for our clients.

Most of you know what I’m talking about. For those unawares, a manifesto (aka mantra or anthem) is the bringing to life in words the highest and most noble aspirations of its subject.

Yes, it is advertising copy but in the best sense of the word. Recall Apple’s great script to the modern world: Think Different. Consider the lines that first and forever defined Nike to a generation: Just Do It. We know these iconic tags because we fell in love with the manifestos. Frankly, neither line would have lasted this long, or even gotten out the door, if not for their beloved manifestos.

The power and glory of a brilliant manifesto cannot be overstated. They raise the hairs on the back of your neck. They make CMO’s smile. They win pitches. Most of all they change things: attitudes, behaviors, even lives.

At least the good ones do.

Into these haloed paragraphs we put everything we know or think we know about writing, about persuading, about life. Here you won’t find speeds and feeds, racks and stacks or friends and family. None of that.

May I write one for you?

https://www.steffanpostaer.com/

Copywriting / Creative Direction / Creative Strategy

Boundless passion for developing creative business ideas, winning new accounts, and elevating a company’s creative profile.

A Chorus of Sirens

July 24, 2020

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Everyone, you think, is some kind of addict. Be they active, recovering, or on the brink. Passions which are good become obsessions which are bad. People are self-seeking. This is the human condition, the result of Original Sin. Yearning. Craving. Lusting. Demanding. Wanting. Needing. Soothing. The seeds of addiction are there, have always been there. Many are able to temper these urges, denying the seeds what they need to flourish. But they’re still there. Waiting for a deluge, a perfect storm of misery or even joy… or just another shitty day. Then boom! Out comes the Hagen Das. The lonely housewife turns on the TV and never turns it off. An old man retreats to the garage for a smoke. Some concede to only a few addictions. Maybe they are harmless ones – a gardening obsession, collecting figurines. Or weird: like hoarding. Hidden from the world. In others the seeds erupt as soon as they touch a nerve, like weeds in a vacant lot. Out of control. You’ve met no one who has not succumbed to something. Drugs and alcohol are the poster children for addiction. Plenty else is out there.

What are some of yours?

Author Unknown (Pt. 4)

July 12, 2020

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Promoting yourself made you as many enemies as fans. Haters relentlessly trolled you online calling you untalented, vainglorious or worse. Colleagues wondered if you were paying more attention to your novels than your job. Your wife thought you were chasing windmills. To some extent they all were right. But the genie was out of the bottle; you simply had to keep trying. Something would click. You would have the last laugh.

One morning, you saw a complete stranger reading your novel on the “El” in Chicago. Small sample, but no less thrilling, it was all you could do to keep from introducing yourself to the reader. In terms of validation this rare sighting would have to do.

Much later, your daughter’s high school art teacher read two of your novels, one after the other. During that relatively long period of time, he had constantly told her how good they were. Your daughter respected her teacher and by him praising your work you knew she respected you. Any glimmer of awe she had towards you was significant. Especially given how you’d fallen from her pedestal. This would have to do.

The accolades you received for copywriting, the wealth it provided, ego trips. For many, that would have done quite nicely. For you it wasn’t enough. Like Icarus you’d reached sublime heights, until your wings got clipped and you fell to earth.

In the end as in the beginning, a writer writes. Writing for its own sake, without the obsession for income or outcome. A writer writes. This, too, will have to do.

(If you’re interested in any of my books please click on the links right side of this blog. Thank you!)

Fats (2)

May 28, 2020

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At work, your business partner had taken issue with your daily visits to the Equinox, which was the gym by your office. You’d told him the truth, that it calmed you down and helped you think, that it made you a better creative. It was your lunch hour anyway, you’d said. He’d called bullshit on that and said you always went longer. Ignoring his warning, at noon the next day you marched right past his desk carrying your gym bag. Two months later you would exit the building carrying your belongings.

The gym does more than keep you fit. Working out nullifies the committee in your head, same as opiates and vodka once did. Albeit healthier, working out is still an addiction. It keeps you sane, same as going to meetings.

To be continued…

The Lake (5)

May 11, 2020

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My Michelle

It was as if the two of you were co-starring in a divinely written play, a pairing far removed from the inglorious hook ups taking place in the muscle cars behind you. You didn’t know if you were being watched and to your delight you didn’t care. Rex and his ilk did not matter. Michelle would remain your fantastic secret for as long as possible, that day anyway.

You walked with Michelle, holding hands, which for once did not feel strange, and arrived at an empty apartment she said belonged to her mother. Inside it was cool and dark. She left the shades down and led you into her bedroom.

To recite what transpired there would require a poet’s gift, lest it sound obscene. The two of you swallowed each other whole. Satiated, her head resting on your chest, you both drifted into a deep sleep. You didn’t know it then but this would be the only time you would ever fall asleep in a woman’s embrace.

Like a pristine bubble dangling precariously from a child’s wand, it would not last. The nirvana of that afternoon did not follow either of you into the relationship. Michelle revealed herself to be insecure and vain. All too aware of her exceptional physique and its effect on men, she vacillated between flaunting herself and retreating into a pouty shell. She liked dancing and disco music and the culture surrounding it: the clothes, nightclubs, older men, black men – all of which made you uncomfortable.

To be continued…