Two new arrivals at Paul’s Home for Vintage Pickups this week. Not really a home since they’ll both be snapped up once Paul has given them a little love. He makes sure they run and are safe to drive but not much more (well, new tires of course). The Brown Bomber is a 1972 Ford F-150 and The Yellow Peril is a 1970 Ford F-250.
In my dozen years in small town radio I wrote a lot of commercials. Mostly thirty-second “spots” but lots of :60’s (more expensive). It wasn’t uncommon to finish a four-hour on-air shift and sit down at a manual typewriter and bang out ten or fifteen “spots” working from a newspaper “tear sheet” or a salesperson’ scribbled notes. And most of these commercials were scheduled to begin airing the following day so someone had to get in the studio and produce the ad. Point being, there was little demand or time for creativity and the sponsor wasn’t inclined to pay for it in any event.
For a variety of reasons, a :30 second ad had to be :30 seconds. Not 27, not 32. So we followed a rigid format. Given a normal reading speed, a thirty second ad was about 75 words, usually eight lines. Yeah, you could try to get cute and clever but the client wanted to hear about his business. His products or services. And if the client was a supermarket… price-and-item. As many as you could jam in.
So, no, this was rarely creative writing. It was short, simple, declarative sentences. Not a word or phrase to be wasted. I like to think I still write this way.
When email took over from letters and faxes people wrote long-winded tomes that went on for paragraphs. I went through a phase where I would put my entire message in the subject line with “see above” in the body. If it needed more space than that, I would call them or go see them. To this day I think of this approach as “write like you talk.” Which was the final test for radio commercials: reading the copy aloud before going into the studio.
Following thoughts from an article (Chicken Littles Are Ruining America) by David Brooks in The Atlantic. (No link because it’s behind a paywall). He warns “doomsaying can become a self-fulfilling prophecy)
Being negative also helps you appear smart. In a classic 1983 study by the psychologist Teresa Amabile, authors of scathingly negative book reviews were perceived as more intelligent than the authors of positive reviews. Intellectually insecure people tend to be negative because they think it displays their brain power.
Believing in vicious conspiracy theories can also boost your self-esteem: You are the superior mind who sees beneath the surface into the hidden realms where evil cabals really run the world. You have true knowledge of how the world works, which the masses are too naive to see. Conspiracy theories put you in the role of the truth-telling hero. Paranoia is the opiate of those who fear they may be insignificant.
Yes, there is a sameness to many of the images I share here. But it is the best kind of sameness. A reminder of how sweet life and home can be.
Some years back I had a sheriff’s deputy do a security check of our home. He looked at the locks on our doors and places around the house where someone could… lurk? He didn’t find anything obvious. I asked about best firearm for home protection and he immediately said shotgun. A few weeks later I purchased a Remington Model 870 12 gauge. I had some reservations about having a gun in the house but decided I’d rather have a gun and not need it, etc etc. It occurred to me I’d be much more likely to pull the trigger if I could do so without killing the intruder so I investigated “less lethal ammunition” for the shotgun.
Once a year I take the 12 gauge into our woods and fire off a few rounds, just to stay familiar with the weapon. The weight, the recoil, the sound, etc.
I was firing from about 20 feet from the targets on the assumption I’d never be farther away from someone who got inside our house. The blue circles are the wadding from the shotgun shells; the yellow is birdshot; and the green is 00 Buckshot. I’m not a great shot but with a shotgun you really don’t have to be.
