Nine Secret Words
I have started in on what appears to be a great book.
First of all, it is full of 1-2 page ‘essays’. No long drawn out chapters of ramblings and such. Very to-the-point. I like that.
The first installment, or chapter, is called “Nine Secret Words”. It is just over 1 page long. That is right up my alley. It tells you the Nine Secret Words, and explains it in that short time. Amazing.
I am ready to tear into this book even though I have so many other things to do. After 1 and ¼ pages, I am hooked.
I have peeked into the next chapter, it too is only 1 and a half pages long, and after the first 2/3 of the first page, I find myself wanting to point out my favorite part, but I will stick to chapter one for now.
What was that? What are the Nine words? OK. Here they are:
“The risk of insult is the price of clarity.”
In other, and more, words: To be understood, we must speak as simply, plainly, and truthfully as possible.
The author state: “that while the others debate the necessity of ruffling and few feathers, I am usually in the backyard plucking the chicken…[those who do the same] will enjoy rewards far beyond a chicken dinner.”
Has clarity, candor and the plain truth just become a victim of political correctness and a fear of pissing someone, and I do mean ONE, off? These days, all you have to do is say something to rub one person the wrong way, and it’s a “federal case”, if you will. I find that this applies to not just advertising, but personal communications as well. How many times do we stop and think before even making the slightest comment for fear of angering someone within ear-shot? How many egg-shells do agencies walk on trying to avoid pissing someone off?
Not too long ago, a Snickers Ad aired with Mr. T getting on a speed walkers case. Telling him to “run like a man”, etc. The gay community when ape shit. The ad was pulled. Mr. T felt a need to defend himself. It was a big hoopty-do. Why? Nowhere was it said that this speed walker was gay. The character didn’t utter one word. He was just speed walking. But yet some elements of the gay community felt the need to call it degrading or offensive. The ad was pulled. Why? Just because a self-proclaimed victimized group was offended? By “self-proclaimed victimized”, I mean by this ad. I won’t even get into the other Snickers ad that suffered the same fate. Does anyone really thing that Mars had an anti-gay agenda? I doubt it. They are suicidal of they did. They are actually making fun of non-gays in the second spot.
Now, back to the point. When someone is afraid of being accused of something, or ruffling feathers, the message gets lost. Especially the marketing message.
So, if ruffling a few feathers doesn’t put you off, “meet me in the backyard…we’ll start with a chicken dinner and then we’ll take over the world.”
By the way, it's called "The Wizard of Ads" and I am sure I'll share other chapters soon. Like the next one that I have already peeked at....
First of all, it is full of 1-2 page ‘essays’. No long drawn out chapters of ramblings and such. Very to-the-point. I like that.
The first installment, or chapter, is called “Nine Secret Words”. It is just over 1 page long. That is right up my alley. It tells you the Nine Secret Words, and explains it in that short time. Amazing.
I am ready to tear into this book even though I have so many other things to do. After 1 and ¼ pages, I am hooked.
I have peeked into the next chapter, it too is only 1 and a half pages long, and after the first 2/3 of the first page, I find myself wanting to point out my favorite part, but I will stick to chapter one for now.
What was that? What are the Nine words? OK. Here they are:
“The risk of insult is the price of clarity.”
In other, and more, words: To be understood, we must speak as simply, plainly, and truthfully as possible.
The author state: “that while the others debate the necessity of ruffling and few feathers, I am usually in the backyard plucking the chicken…[those who do the same] will enjoy rewards far beyond a chicken dinner.”
Has clarity, candor and the plain truth just become a victim of political correctness and a fear of pissing someone, and I do mean ONE, off? These days, all you have to do is say something to rub one person the wrong way, and it’s a “federal case”, if you will. I find that this applies to not just advertising, but personal communications as well. How many times do we stop and think before even making the slightest comment for fear of angering someone within ear-shot? How many egg-shells do agencies walk on trying to avoid pissing someone off?
Not too long ago, a Snickers Ad aired with Mr. T getting on a speed walkers case. Telling him to “run like a man”, etc. The gay community when ape shit. The ad was pulled. Mr. T felt a need to defend himself. It was a big hoopty-do. Why? Nowhere was it said that this speed walker was gay. The character didn’t utter one word. He was just speed walking. But yet some elements of the gay community felt the need to call it degrading or offensive. The ad was pulled. Why? Just because a self-proclaimed victimized group was offended? By “self-proclaimed victimized”, I mean by this ad. I won’t even get into the other Snickers ad that suffered the same fate. Does anyone really thing that Mars had an anti-gay agenda? I doubt it. They are suicidal of they did. They are actually making fun of non-gays in the second spot.
Now, back to the point. When someone is afraid of being accused of something, or ruffling feathers, the message gets lost. Especially the marketing message.
So, if ruffling a few feathers doesn’t put you off, “meet me in the backyard…we’ll start with a chicken dinner and then we’ll take over the world.”
By the way, it's called "The Wizard of Ads" and I am sure I'll share other chapters soon. Like the next one that I have already peeked at....
posted by One Eyed Dog Productions at 8:32 PM
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