Link courtesy of Bart Smith…
Bart Smith is an old friend from back in my Chicago days. Well before I moved west Bart trekked to Seattle, where he continued his audio production company, Bart Radio. (now bartplus) Anyway, he and I collaborated on some radio scripts I wrote for Art.com, including the one linked here about Vincent Van Gogh. Inspired by a popular biography series on TV, the spots featured the indelible voice of the now departed, Peter Graves.
I’m on the record as saying 90% of all radio sucks. But of that rarefied 10% Bart produced a great many. In 25 years in this business, so far I have written only a handful of radio commercials. The Art.com stuff was a highlight. Not only did I get to tell true stories about interesting people I got to tell them in a way that was uninhibited and fun, inviting people “to bring the art world into their world.”
They say radio is the true test of a copywriter and hopefully I aced it. I’m currently doing various freelance projects (content creation and creative leadership) and would love to hear from you. This is my portfolio. And if you’re looking for great audio production and a truly supreme collaborator, look up Bart. He’ll take good care of you.
For the past few days, even longer, I have been working on a manifesto for one of our clients. Actually, I’ve been working on two. Even more actually, I’ve been working on manifestos for 25 years, since becoming a copywriter.
Nothing suits me more. For like many a creative soul, I am by nature a show off. And this is the way I can do it. 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 or mantra or anthem is the bringing to life in words the highest and most noble aspirations of its subject matter, aka the brand.
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.
Alas, we’ve all heard or, God forbid, written our share of shitty ones. They can be purple or redundant or both. They get long pretty damn fast. They turn into cheesy rip-o-matics. Yet, in a weird way, even the bad ones sound pretty good. They are like pizza that way.
Because we slave over them. 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. These are the best neighborhoods in Adland. No trespassing!
Author’s note: Because I have been busy writing a manifesto I had to refurbish this blog entry from a previous post.
November 15, 2015
In my last post I made an argument for the idea that God exists using emotionally rational arguments aka copywriting. No psychic mumbo-jumbo. No beatific platitudes. No doctrine. I didn’t apply one single faith-based point in my brief argument. When I’m done, I wrote, you may still not believe in a higher power but you will be closer to Him, Her or It than you were before. I did this not to be a missionary but rather to make a case for my skills as a copywriter. In addition to being deeply interested in this topic, I’m currently excited to be looking for a new job and I figured this would be a good, if unusual, way to augment my credentials. While some people debated my arguments (unsuccessfully in my opinion) the tactic seemed to generate buzz as well as looks at my portfolio. Thank you!
For part two, I’m going to flip my position and attempt to dissuade you in the existence of a divine entity. Generally agnostic myself, it seems only fair I give the opposing view equal time.
To begin, I’ll employ a version of the same argument I used to make a case for the existence of God; namely that no proof exists on way or the other. Belief in God is, was and always will be faith-based. Therefore, all things considered, there is a 50% chance that God exists and an equal chance that He doesn’t. Maybe the shinier half is the contrary one? Atheists make an excellent point when they say God has never made a case for himself – that he had to be invented by people. The only reason, non-believers argue, that they have to refute God at all is because human beings brought him up in the first place.
Ask yourself: Why is it that different cultures have different ideas of God? The answer is because they each made up their own. There can only be one creation. That there are many wildly different stories prove that God is just that: a story.
Humans are the only creatures on earth aware of their mortality. In addition, we have plenty of time to think about it. We grow fearful, haunted by our own inevitable demise. To mitigate this fear, we create mythologies that make sense of our time on earth. So we can tell our children, indeed ourselves, that we exist for a reason. That we are special. That, unlike beetles and slugs, we have souls. This is all quite romantic. And patently false.
Most believers insist that God “doesn’t make mistakes.” So, what do you call us? Our depravities and frailties are too numerous to name. As I write this, CNN is grimly broadcasting the details of yet another heinous act of terror, in Paris (ironically in the name of religion.) Human beings are hopelessly defective, particularly if you apply a God given moral standard. On the other hand, if you take God out of the equation, we are just creatures –apex predators- skirmishing for territory and resources.
God narratives keep society from reeling into chaos by asserting morality. God stories placate the elderly and young, dispelling the fear of death as being a cold, dark and one-dimensional ending. God is the story we tell ourselves to keep from going insane.
There. A compelling case for the lack of God and I didn’t even have to use the most commonly used argument, which is evolution. Evolution is real and can be proved six ways to Sunday. Even the smarter faithful have had to modify their God stories to accommodate it, naming God an Intelligent Designer. Well, I have always valued designers.