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The Monday Morning Memo

From: Sheppard Davis
Sent: Monday, November 10, 2008 9:07 AM
Subject: Please forward to Roy

Tamara,

I read the Monday Morning Memo deeply each week.
 
Now deep in today’s MMM I find the “apology” written by H. Havrilesky on which I have the following comment:  She significantly lowered the trajectory of her comments when she took the low road attacking Bush and promoting Gore. This seemingly reflexive action which is typical of many of the folks in her cohort distorts significantly from the power and sweep of her arguments. She would have been so much more effective had she been able to resist the temptation.
 
It’s a new day, and one folks with a sweeping eye towards history have seen before.

I trust you'll forward my comments to Roy.
 
Many thanks,
 
Sheppard Davis

 

From: Roy H. Williams
Sent: Tuesday, November 11, 2008 2:58 AM

Sheppard,

Considering where and how we met, I can see why you needed to point out how Ms. Havrilesky “diminished the power and sweep of her argument” through her unsubtle reference to the Bush/Gore hanging chads. But Ms. Havrilesky wasn't making an argument. Her goal was merely to let us know of her jubilation. In short, she is a lifetime cynic who finds herself experiencing the feelings and attitudes she has long criticized in those of us who speak wistfully of leaders of the past. She wanted merely to share her feelings in a colorful and entertaining way. In this, she was successful.

Ten years ago when Locke, Searls and Weinberger published the 95 theses of their prescient Cluetrain Manifesto,  they listed thesis number 4 as: “Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.”

Then, in thesis 22 we read, “Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.”

There they are; the markers of the next generation: “Uncontrived, straight talk, a genuine point of view.” Another way of saying this is “unfiltered blurting of your truest feelings.”

Heather Havrilesky is a masterful mistress of the blurt.

This, from her personal blog, is another example of how she adds color to her writing by pushing past the boundaries of propriety:

Friday, November 07, 2008

I wrote an Open Apology to Boomers Everywhere for Salon on Wednesday, then I walked around the rest of the day with a skip in my step that hasn't worn off yet. If it's naive to think that an American president can make a huge difference in the world, I don't care. I want to feel this way for as long as I can. Obviously the man will make mistakes along the way. But god, it feels so good to believe that he'll collect information and get a second and third opinion and be as honest as possible and above all, do his very best. I think it's possible to sense that about him, and that's one reason why he's been so popular.

Not that creepy losers aren't often popular, but let's not think about them now. Right now I prefer to see the world as populated primarily by smart people and loving mothers and adorable puppy dogs. After so many years of gloom about the state of things, I'm going to bask in this feeling of belief and optimism for as long as I can.

Too bad I can't just go ahead and love Jesus while I'm at it. Oh Jesus, I would if I could, I swear. Too many years of kneeling in that big old drafty Catholic church just killed it for me.

Sheppard, I find those last 3 lines jarring to say the least. Many readers will find them offensive. Some will doubtless call it blasphemy.

But it's evidently how she feels. And it's vivid. As a writer, Heather Havrilesky is a heavyweight who packs a punch.

In the current issue [November, 2008] of The Atlantic, pages 106-113 contain a feature called Why I Blog by Andrew Sullivan. Here are a couple of excerpts that seem to fulfill the predictions made 10 years ago by Locke, Searls and Weinberger:

“Blogging is to writing what extreme sports are to athletics: more free-form, more accident-prone, less formal, more alive. Blogging is writing out loud.”

“You have to express yourself now, while your emotions roil, while your temper flares, while your humor lasts. You can't have blogger's block.”

Just between you and me, Sheppard, I don't usually prefer to read blogs because unfiltered blurting is rarely artful. Most of it, frankly, is mindless. But when done well, the blurt can be revealing and entertaining.

I maintain that Heather Havrilesky is a brilliant spokesperson for the perspective of her generation and as a marketing consultant, this interests me greatly. I also maintain that she is a writer of dazzling color and courage, even when I disagree with her.

I fear I've droned far beyond the limits of an appropriate response to your comment. I hope you don't mind.

Yours,

Roy H. Williams

 

 

 

 

 

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Random Quote:

“Visualization is simply the mental rehearsal of possible future events. When the word ‘rehearse’ was invented more than 700 years ago, it simply meant to hear again; to re-hear.

I am an ad writer. My job is to get people to imagine doing what my client wants them to do. I cause future customers to rehearse future events in their minds.

I could just as easily have been a songwriter.

When you repeatedly imagine an action, or a sequence of future events in your mind, you move precipitously close to taking that action and bringing those events to pass.

Guard your thoughts. The more often you imagine an event, the more likely you are to take that action in real life.

NOTE to Ad Writers: Your audience will not imagine an action until you use a verb.

Few sentences are as captivating as a sentence written in 2nd-person perspective, with present-tense verbs.

“You are standing in the snow, five and one-half miles above sea level, gazing at a horizon hundreds of miles away. It occurs to you that life here is very simple: you live or you die. No compromises, no whining, no second chances. This is a place constantly ravaged by winds and storm, where every ragged breath is an accomplishment. You stand on the uppermost pinnacle of the earth. This is the mountain they call Everest. Yesterday it was considered unbeatable. But that was yesterday.”

This is the point in the radio ad where we move from 2nd-person, present tense into 3rd-person, past tense.

“As Edmund Hillary surveyed the horizon from the peak of Mount Everest, he monitored the time on a wristwatch that had been specifically designed to withstand the fury of the world’s most angry mountain. Rolex believed Sir Edmund would conquer the mountain, and especially for him they created the Rolex Explorer.”

And then we move into 2nd-person, future tense.

“In every life there is a Mount Everest to be conquered. When you have conquered yours, you’ll find your Rolex waiting patiently for you to come and pick it up at Justice Jewelers.”

Finally, the listener meets the speaker as we wrap the ad in 1st person, present tense.

“I’m Woody Justice and I’ve got a Rolex for you.””

- Roy H. Williams

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