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"Fasten your seatbelts, it's going
to be a bumpy night!"
Betty Davis as Margo Channing
in All About Eve
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I'm not for everyone. Being insipid doesn't excite me. And, frankly, I don't know why you'd pay money for it. Anyone can write dull copy. (I know, I've done it myself.) Everyone is conceptual. They think. With today's handy-dandy software, you can knock out an ad or make a commercial that may not be good, but is good enough.
Awesome. I celebrate that. I wish more people would excercise more of their creative and communications muscles more often. Expression is good.
But expression alone doesn't sell. And that's why I should matter to you. Because presumably you want your message to do something. That's where this whole website started. It's about product, not process. The result, not the regimen.
I should matter to you because what I do matters to me. I work at this. Maybe it doesn't show, but that's only because I've done it for a long time. And I think I'm pretty good at it. At least, I've got a lot of clients who've told me that, and since they've given me money at the same time, I'm obligated to believe them.
You, however, may not like my work. If you love the violin, then the way I play the banjo may not move you equally to tears. The point is, good effective communication -- whether it's an ad or a brochure or an article or an annual report or a sales presentation or an executive speech or a corporate film -- is an art, not a science. You can't follow a formula and end up with gold dust every time. People don't click, products don't resonate, expectations don't match realities.
That's okay.
But when it works . . . yeah. Wow.
Life is short. Ideas are a dime a dozen. Everybody's looking for something.
That's why I do this. And that's why it should matter to you.
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