The air is still. The tall grass quivers. There is something moving beneath it.
A well-known brand posted their complete style guide online and they have two styles of voice: functional and expressive. Below is the description of their expressive voice with only one word removed. It is nearly impossible to distinguish this brand based on this description:
Expressive copy is where our brand personality unfurls with day-making thoughts. We use expressive moments on focal products to present a product truth in a fresh, relevant, interesting way. When we have the space, we tell a passionate story. But even with just a few words, our copy can make you smile—always taking into account where our audience is interacting with us—and making every word count.
I know it’s back to school time because the school buses are out this morning and the magazines at the grocery store are pumpkin spice flavored.
I saw a pair of hand-lettered signs covering interstate signs. Does this mean that anyone taking the message of the homemade sign to heart will not merge onto the interstate and head in a new direction? The sign said Jesus is Coming in black marker. The next road number sign was covered by a similar piece of poster board that said Repent and Be Saved. I did not change my plans and still got on the highway.
Often when I see a vanity license plate I wonder if the driver takes it seriously. Sometimes I just don’t know. For example, I saw BIG CHZ. The older man behind the wheel could own a company—or a cheese shop—but you never can tell. Maybe vanity plates are the worst kind of inside jokes because more people see them who don’t get them than people who do.
There are signs at the Memphis airport that embrace the fact that Elvis was from there. As you walk out of the airport a sign says, “Thank You. Thank You Very Much for Visiting Memphis.”
Sometimes I write down a post idea and before I can get to it, it comes up again. I saw a wig in the road and I considered writing a story about the curly black wig. Drag queen in convertible. Cancer survivor in a mini-van. But before I did, I passed a store selling human hair wigs. That’s another story in and of itself. But is the universe sending me signals about wigs?
Do you have a friend that always seems to be on the verge of spilling coffee? The cup is full to the rim. The cup is never level. The cup always seems to be one more thing in their hand. If not for the surface tension of the coffee it would spill much more often than it does. And it does spill.
I got a sale email from a company where I had previously purchased something. This copy was hiding at the bottom of the email, below all of the sale items. It is so good that it almost makes me want to buy from them.
We were halfway through building a fort out of your money when we realized… we need a fireplace that we can use to burn money. For warmth. There’s just one problem: if we use cash to build the fireplace, we have less to burn. You see the issue, yes? Excellent. That’s why we’re having this sale. Did you know that was the origin of the term “fire sale”? To describe a promotion that would generate revenue to use as kindling? Look it up. In a book. Then, give the book to us. We won’t burn the book – we’re not monsters. We’ll just pawn the book off and burn the sweet, flammable proceeds. Once we’ve completed our money fireplace, we’ll need to hang something over the mantelpiece. We were thinking of hiring an interior designer for that. Have you ever hired an interior designer? Of course not. Anyway, their rates are ridiculous. This isn’t just a fire sale. It’s also a designer sale. You know what to do. Our fort demands it.email copy
I had a dream that I was shopping at Cosco with Gordon Ramsay. We were looking for specific ingredients that were kept in a walk-in cooler. The store did not look at all like Cosco.