Words to Omit & Circular Time

Words

Yes, borrowing from that course again. Under words to avoid if you’re trying to write good copy:

  • all things considered
  • as a matter of fact
  • as far as I’m concerned
  • at any rate
  • Basically, essentially, totally
  • be that as it may
  • in a manner of speaking
  • in a very real sense
  • for all intents and purposes
  • for the most part
  • in my opinion
  • Indeed
  • it goes without saying
  • the point here is
  • the point I’m trying to make
  • it is a fact that
  • to be honest
  • it has long been known
  • Very, really, quite
  • of course
  • certainly
  • naturally

For some reason, I found this list hysterical & I couldn’t stop laughing. When I finally stopped, I was thinking about the concept of seemingly obvious statements. Why do we feel the need to say words like basically, honestly, it goes without saying? Shouldn’t it… go without saying?

One of the reasons One Hundred Years of Solitude holds such a special place in my heart is because its magical realism confirmed what I’d known: history repeats itself. And that time isn’t a line, it’s a circle. I have a lot to say on the subject, you can read about Linear and Circular Time in the book here for the time being.

We’re wired to forget, and I believe that’s fortunate. However, no matter how simplistic or obvious something might seem to us, some reminding can’t/won’t hurt. We can learn from history if we just allow it to teach us. Time and time again. Honestly.

It even became a meme a while back, plot twist: humanity learns from its history.

We’re all personally responsible to do better, to remind ourselves (and others when they need reminding) of what we’ve (or they’ve) learned and know to be true, no matter how painful or captain obvious-ish it is.

The seemingly obvious isn’t our enemy.

Us repeatedly making the choice to ignore it is.

Words that Strike My Fancy- Read, Heard, Overheard, Misheard

Words
Out of context, probably misheard/overheard sayings or song lyrics that struck my fancy enough for me to write them down in my lil notebook the past few days:
  • a private butt is nice too
  • my hips have missed your hips
  • can we keep up with the moon?
  • “I personally got hit today by a jet ski” – actual trip advisor review
  • refuse, grey and black
  • infinity edge
  • “Everything I needed to know about marketing I learned from Dungeons and Dragons”
  • “Cat videos make up 99% of all online video content”
  • 38 months ago
  • “Don’t overdo it though or you’ll just look obnoxious”
  • One benefit. One message. A single focus
  • peak/plateau
  • unicorn vomit
  • “Positivity is great, but reality is even better. Write about problems too.”
  • a grain of fleur de sel
  • intermingle
  • unobstructed sea view in all rooms
  • Killers and Poets

Content Strategy & Marketing Copy & Cats

Words

I haven’t seen a movie in weeks. Last night I did go to bed at 9 pm, even though I stayed up until 3. Oops. I wish I didn’t feel the need to go deep into every single conversation or interaction. It’s not going to happen, and it’s not even something I should be striving towards anyway. Yesterday, I completed a course on copywriting, and the professor, Ian Lurie, was fucking awesome & said some gems like:

  • Provide value in the form of a return on time invested. 

He was passionate about writing and believed great marketing delivers value to people when they most need it, period. Unfortunately, I find it’s rarely so.

  • A lot of folks think marketing copywriting isn’t a creative art. They think it’s some kind of mechanical, formulaic discipline where creative writers go to die. That is so wrong.

I felt personally attacked. I did giggle though. And I do believe the last sentence is inherently true so, in Biggie’s words, it’s all good baby baby.

  •  Direct marketing copywriting is an art in and of itself. It also gets a bad rap, because most direct marketing is so awful. But great marketing delivers values to those who need it when they need it.

It is extremely awful and disrespectful, most times. However, those other times make it all worth it.