“Hello. My name is Kevin, and I’m an American Idol addict.”

“HELLO KEVIN!”

There. I said it. Now that it’s out in the open, let me tell you about a site my wife discovered a while ago and shared with me this morning.  It’s an American Idol recap article on the Entertainment Weekly website written by Michael Slezak.

“Why”, in heaven’s name, you might be asking, “is this worthy of commentary on a brand blog?”  Good question. First let me say that this post is only really going to be appreciated if you’re an Idol fan.  If you’re not, please continue to read on, but the commentary is reinforced if you know what’s going on in the show.

OK … think about what makes great brand. It’s the creative process of moving a large(ish) sector of your target audience to feel powerful, deep, emotions about your product or service.  What better example do we have than the 10 of millions of raving fans that are weekly compelled to call in support to their favorite up and coming star.  Next, read Michael’s article and then tell me that he, personally, isn’t moved by this simple reality TV show deeply.

The real reason I was motivated to write this post was the quality of Michael’s writing.  This guy cranks out these articles within minutes after each show and the richness and humor that’s crafted “on the fly” is astounding.  We should all aim to write as well as he with our best, time-intensive efforts.  I, personally, will leave that level of writing to the superstar wordsmithes … and continue along my merry way with this casual blogging style. HOWEVER, boy to I appreciate the skill that it takes to write like that.  Bravo Michael! (… he says as he dabs a Kleenex to the corner of his eye.)

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“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

…€” David Ogilvy, Confessions of an Advertising Man

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This is one of those “you’ve gotta read it to believe it” things…. The online, discount product site, www.woot.com, posts a single product daily…. Super discounts make it worthy of your attention, BUT, I know I’ll be visiting it daily just to read the copy!… Here’s a snippet (from a post describing a sponge toy for office workers called the USB Missle Launcher):

In mere minutes, even the calmest workplace can turn into a blood-soaked abattoir of human misery, a cut-throat killing field where only the sociopathic and the well-armed will survive. Military experts say the war in Chechnya started when a pudding cup went missing from an office fridge. The USB Missile Launcher might be all that stands between you and total annihilation. Plus, it…€™s lots of fun.

Now THAT’S engaging copy!… Does your marketing copy reek of visual metaphors and quirky, story-like prose? … or does it just reek?

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Two great master wordsmiths toy with each other…

“I am enclosing two tickets to the first night of my new play; bring a friend … if you have one.” …€” George Bernard Shaw (to Winston Churchill)

… followed by Churchill’s response:

“Cannot possibly attend first night, will attend second, if there is one.” …€” Winston Churchill

How creative is the crafting of your marketing words?

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In business, clarity in communication is King! Another one from our friends at the IRS …

Passive activity income does not include the following: Income for an activity that is not a passive activity.
…€” IRS Form 8583

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I came across this really great list of tips on “How to Write Good.“  I started reading with interest BEFORE I realized the page is from the site PlainLanguage.gov — Improving Communication from the Federal Government to the Public.  It seems to me that somehow there must be an oxymoron in that title.  Note that the page is, indeed, contained in the “humor” section of the site.  Regardless … it’s good stuff.

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