BackThursday 29th September, 2011
Words that Sing Their Way into Your Pocketbook
An article called “Words that Sing Their Way into Your Pocketbook”, contributed anonymously to the Atlantic Monthly no later than 1921. Colourful and enjoyable advice about finding inspiration for writing that sells – a must for any copywriting agency team.
“What is tea, anyway–ugly, shriveled, dried leaves which color hot water a yellowish brown, which make it taste unpleasant and keep you awake, unless you are used to drinking them; you don’t sell a man an auger, you sell him the hole. My problem is not to sell tea. That would be difficult, indeed. I’ve got to sell you that magic spell that is brewed nowhere else but in a teapot; I’ve got to make you think of that spell as a part of Golden Glow tea.
“So I sit at my desk trying to recall all the delightful associations I ever had with tea. I draw in my breath and bring back to my nostrils ghostly odors of the fragrance of bygone tea parties. There’s a certain cosy fire, a green tea-set, and the snow falling heavily outside; a cold tramp, that ended with red cheeks–and a steaming cup of tea. There steals the memory of a woman sitting in a tall chair like a duchess, behind the richness of the silver pot and shining cups. Oh, there are a thousand such memories ! Breakfasts, splendid sunset times, and midnight madness. Tea–the very thought of it begins to drug me with its enchantments, with its fragrance. Haunting pictures of Japanese hillsides, and sunshine, and blue skies are winnowed back and forth by soft winds.
“And so I grip my pencil and begin to weave the echo of my memories into a song of tea. By and by, if I’m lucky and have sweated hard enough, I have written a piece of copy that reflects the witchery of my memories, that sing out to you to stop reading about the President, and stocks, and German perfidy, and take a moment to hear how tempting Golden Tea is, to realize what you are missing until you have some yourself.
“Or it may not be tea that Mr. Bouncing sells. It may be something like a steel monkey-wrench. Then my mind feels the thunder of the mighty hammers, pulses with the roar of industry, and sees the Niagaras of hot sparks leaping from the burning steel. I spend three days talking with the smudged-faced mechanics, about round-shouldered nuts, brittle edges, and barked knuckles; and instead of a delicate legend about tea, a chorus of endurance, strength, accuracy, tough steel, and service rings out from the page. I can’t choose my subject, you know – and I’ve got to make my song echo all the way down to your pocketbook or it’s no good.”
Advertising historians will note the use of a PENCIL by copywriters in the 20s! I still use one for headlines and baselines.
Comment left by Michael on Friday 30th September, 2011 at 9:18 am
I use one too when I’m coming up with ideas for leaflets, brochures etc. Mind you, I used to hand-write all my degree essays – I think I must be in pretty much the last generation that was allowed to do that.
Comment left by Ben Locker on Friday 30th September, 2011 at 9:22 am
What a beautiful piece and one that I would imagine will inspire many a serious and indeed erstwhile copywriter. I can remember as a young woman starting out on my copywriting career stumbling into a seminar on how to write great copy that sells by the irascible and immensely talented Drayton Bird. I think that most copywriters have eurkea moments that light their way through a minefield of words and phrases and my first one was listening to Drayton describing three adverts – one good, one bad and one mediocre. The good advert was promoting a bed-and-breakfast in the Yorkshire Dales. It was a mere 100 words but boy did it have an impact on me with its sensory rich descriptions of the home baked scones with clotted cream, the crackling log fires and the warm and welcoming bedrooms awaiting the weary hikers as they returned from their day spent trekking the Dales with a winter chill to hasten their homecoming. And so 27 years later with a few books and probably thousands of letters, adverts and press releases under my belt I am still influenced by that advert and that seminar. I remain convinced that any copywriting talent I have is entirely attributable to getting under the skin of my target audiences with an obsessive zeal and combing through magazines, preferring to read the content of the adverts over the actual news, not to mention studying the many masters that continue to inspire even though they are long gone. I very much like your blog but I can’t see how I can subscribe to it? Could you perhaps enlighten me?
Comment left by dee blick on Friday 30th September, 2011 at 10:13 am
Hi Dee – thanks for your comments. It is an inspiring piece, and if you’re talking Drayton Bird you’ll find me all ears. I’m enjoying some of his seminar videos at the moment – and of course I lap up his books.
Sorry about the feed problem. I’ve been meaning to add it to the blog sidebar (new theme has only been live a short while), but in the meantime you can find it in the footer or right here.
You’ve got me lusting after scones and cream now. Mmmmm…!
I’ve subscribed to your blog too. I like your site very much.
Comment left by Ben Locker on Friday 30th September, 2011 at 10:26 am
Ahh thankyou. I am also following you on twitter now so follow back and we can share messages…I am not looking for more copywriting work (up to my eyes and ears)but always keen to learn a new twist, turn or technique that will improve my response rates or perhaps help me to be less critical of my work. The greatest accolade I had was from Drayton who commented that he liked my blogs and my writing style. It is nice to discover you via mmc. They are serialising my second book for the next year. Look forward to sharing and learning! Best wishes, Dee
Comment left by dee blick on Friday 30th September, 2011 at 1:20 pm
Thanks Dee – I’m now following you on Twitter too. Sounds like I’ve got much more to learn from you!
You might be interested to know that the piece I quote in this post came from an early book about sales writing. I’ll be blogging about which one in the near future…
Kindest, Ben
Comment left by Ben Locker on Friday 30th September, 2011 at 1:29 pm