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The media you consume can help hone your message.
“We learned more from a 3-minute record, baby, than we ever learned in school.” –Bruce Springsteen
Overland Park, Kan. – April 17, 2018 – As a young writer starting out in advertising I was told I needed to read a lot of books to get better. You know, novels, short stories and such.
That may have been true.
Unfortunately, I have no patience for books. It’s not personal. Books are great. I just don’t/can’t/won’t make the time to read them. I prefer magazines. And listening to music.
But then it occurred to me. Maybe that’s not so wrong. After all, how long do we have to make an impression on someone? 965 pages? Or one page? 3 hours? Or 15 seconds?
Maybe surrounding yourself with brief forms of communication can help you get your points across faster.
I like how an artist can sculpt a song from words and can make you feel something in a few minutes. Case in point: Dan Fogelberg, and that forlorn song they play as a Christmas carol for the same reason “Die Hard” is a Christmas movie. You know, the one that goes, “Met my old lover in a grocery store, the snow was falling Christmas Eve….” I hate that song. But it takes me somewhere. Makes me feel sad. Makes me want to hurt Dan Fogelberg. But I do feel something. And while I haven’t timed my misery on that particular song, I assume it’s about three minutes.
Writing good advertising in the age of shrinking attention spans isn’t a matter of how many words you can put down on paper. It’s a matter of how fast you can make people feel something.
The shortest sentence in the Bible?
Jesus wept.
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Written by Tom Wirt, Executive Creative Director and Copywriter
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