It’s all in the head
(and it’s not what you are thinking!) – Part 10
Triggers that helped me crank up my copy
6) Puffery? Yes, I’ve been there once:
It’s tacky to sing praises of a brand, isn’t it? Just as it is of
praising another to his face, no? It sounds so artificial, so totally
fawning... bleh...And while I could quote from memory n number of ads that have
indulged in it, my conscience bids me say, hey, you know what? You’ve done that
too and are guilty as well.
So why not talk about that, huh?
So we’re going to do just that. Talk about my “mistake”.
When do you sing praises of a person? When they have achieved
something beyond your imagination? Something that you couldn’t do if you had
ten lives to live! And what if the brand was the man himself? When you thought
of the brand you saw his face, his ideals, his attempt to carry out the legacy
of his forefathers... Amazing, isn’t it? And imagine growing up with
discussions on the breakfast table of how the brand was being steered...?
Do not think that I am defending myself. It’s just not on, no matter
what. And for what it’s worth, I wrote that and am guilty as charged. Here are
the words that condemn me:
Tata Steel – The Sun that
will not be eclipsed
7) Use of Word Play:
You need not be a student of English to love the language, but it
sure helps. And if you love the language then you will love playing with it –
turning a neat phrase here and another there; sometimes using rhyming words
like Claim to Fame, or the use of
personification as in Lady Luck Smiles
at Dame Fame. You could sometimes
even find it worrying as you are unable to decide whether it should read Brave Men make Great Warriors or Brave Warriors make Great Men!
Another method that has influenced my work is in combining opposites.
And thus was born: Where Economy Travels
Business Class and Great Things come
in Tiny Packages
Find it fun?
Now go forth and find your own song.
And write it in stone...
... Your work of art...
Hope you enjoyed reading the book as much as I enjoyed sharing it
with you. And more importantly, I hope you find something useful that you can take
away from this book; something that would make your good writing skills better.
And what’s more, perhaps this
time next year you would be sharing a bit of advice with me! Who’s to say what
promise tomorrow will bring?
And finally, if I can do it, you can too, isn’t it?
On that promising note, here’s wishing you the very best...
Good luck and God bless!
Rajani Rajan Shriram
Next week I bring you posts from my e-book
on social media marketing.
Until the next,
Adieus!
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