A High-Flying Campaign.

I like Delta's new ad campaign for its wi-fi service in the sky.

The headline The Most Planes in the Cloud is a clever play on words. And the call to action is a URL keyed to wireless travelers who value keeping in touch while soaring at 30,000 feet.

And I like the signoff: So now even though you're up in the air, you can still keep one ear to the ground.

A simple, clean graphic. Fewer words, with greater impact. That's what makes for a great ad.

 

Five New Words.

My ears perk up when I hear:

Vulgar

Stifling

Churlish



 

Read This Blog.

If you ever feel creatively stuck, this blog will kick(start) your butt:

http://thedailylove.com/a-key-to-mastering-creativity/

Words of Wisdom From Steve Martin.

Comedian Aziz Ansari was recently asked about the best wisdom he has received on how to make it in the entertainment industry.

He referenced actor/writer/banjo player Steve Martin, who simply said "be undeniably good."

That's great advice for anyone in any industry.  Especially for we creatives.  

Why You Should Listen to Rap.

More than any other type of music, people who are...ahem, my age...say they hate rap.

This assertion is made with disdain. And as though, apparently, we all agree.

Not me.

I find a great deal of rap to be musically melodious and catchy.

But I listen to it for the density and the richness of the words.

Rap is street poety. The words are from the heart and, often, from hurt.

It's authentic.

As writers, we can learn a lot about expression when we listen to rap.

One Fine Sentence.

Writers draw inspiration from reading.

I read voraciously: poetry, non-fiction, fiction, wine labels, magazines, CD credits.

In the April issue of GQ is an article by Siobhan Rosen. She writes about how tricky supposedly simple one night stands are to execute with dignity.

A rich topic in her hands.

Her language is witty and informative and jarring.

Like this sentence:  "Morning-after mouths taste like crime scenes."

Paints a picture, no?

This kind of writing does what all great writing does: it stops you. You re-read the line.

And, if you're a writer, you wish you wrote it.

Doing What Works.

Sometimes things that shouldn’t work, do.

Sometimes things that once worked, no longer do.

And somettimes things that ought to work, don’t.

Well, fine.

As a writer--heck, in almost any profession--you have to experiment.

If you remember from fifth grade biology class, experiments often fail.

Also fine.

It's all part of the creative process.

The trick to doing what works is to be unafraid to fail.

In my experience, the more chances you take, the more likely your success. 

My advice is to start simply: a new format for an e-blast, a different tone in your marketing materials.

Try engaging other voices who bring a new perspectives.

Simply put, doing what works, works.   

Almost always.