Sunday, October 19, 2008

Just stick 'I am' in front of it

I am 1990.

Need a title? A headline? An idea?

Just stick 'I am' in front of it.

I am everyone I've ever met (Orange)

I am Legend (the movie: 'I am Legend')

I am a PC (Microsoft)

I am an IAMS cat (IAMS cat food)

What started it? My money is on the film: 'I am Legend'.

So I'd have been well ahead of the loop if Sport England had bought the 'Go on, be a sport' campaign I put forward when Bluefrog pitched for the task of encouraging people to do more exercise in their everyday lives.

It featured posters of folk in everyday situations 'doing moves' that could be compared to actual sports. So a poster of someone running for the 266 bus would have been accompanied by the headline: 'I am the 100 metres.'

I am future (Pierre's Phuture Phantasy Club).

Friday, October 10, 2008

How strong is your opening sentence?

Unless your first sentence is bullet-proof, you're dead.

If it's wrong, people will moan. And if it's boring, they won't read any further.

I could go on about the only point of any sentence being to get people to read the next one.

There was no chance of me 'changing channels' when I read this line in an e-newsletter from White Lines. You can't really argue with the sentiment - as well as being funny, it's undeniable.

Sadly, you'd never get away with it writing commercial copy - more's the pity - brands just would never stand for it. It's journalism, really, but because it drives you to buy a product, it's a bit like advertising.

Here it is:

You wouldn't go bare-back riding in a crack house would you? No! So, equally, you'd be pretty crazy to go into the snowy wilderness without adequate protection. As a minimum, you'd be wise to tool-up with a transceiver, probe and shovel. They tend to be a hefty investment but the value FAR outweighs the cost. We've just discovered a pretty good deal on, where you can get 10% discount on backcountry safety gear, plus get an extra 10% in store credit. Not bad considering that kind of kit is hardly ever reduced.

Thursday, October 2, 2008

Wednesday, October 1, 2008


Ideally, you won't have to use Google to work this out.

Ideally, you'll know.

Where does the following headline come from?

Many Of Them Are Trapped For Hours
In Darkness And Confusion.

It'll be what else you say apart from the answer that'll let me know whether you knew the answer or whether you looked it up.

Email me at and I'll put your name into a hat.

Prize draw sometime before Xmas. Prize TBC but something well good.