OPINIONS

It is not my fault I notice things.

I’ve felt compelled to say that a great deal in my life. I had a sort of knack for ruining amusements for my acquaintances. I’d offer a mordant observation about something –offhandedly, usually — and somehow I was the bad guy because it rang true to the hearer’s ear and ruined their enjoyment of some pop song or TV show or whatever. They’d get mad at me for speaking the truth without malice. I found it very curious. It’s not my fault that Bruce Springsteen can’t sing or play his instrument, even after four decades of trying, and is a lame lamebrain in the bargain. It’s not my fault for noticing that, either.

People don’t like to consider, never mind admit, that they’re susceptible to conditioning and appeals to their cupidity and herd instincts. That’s why they bristle if you don’t like what they like. Their affection for things assigns an importance to them that cannot be challenged. It doesn’t matter to them that their affection for things was likely manipulated in the first place. They’ll get mad if you even broach the subject, and tellingly call you a sheeple on a good day, or much, much worse if they think you’re gaining traction. They think they like Apple computers because they’re smart and smart people like Apple computers and not simply because a rapacious creep got every school in the country to use the useless things to the exclusion of all else and now having the close button in the wrong place is all they know. Me? I’ve more important things to care about. Like what you like.

“Like what you like,” is likewise a common thing for me to say. I made money playing a comic version of a Bruce Springsteen song, and smiled while I did it. I try not to assign ponderous importance to trivial things. But most people aren’t like that. A vicious narcissism rules the age. People will fight with fists over the primacy of Katy Perry over Lady Gaga. People want to write their condiment preferences into the Constitution. They believe that their love for things, however acquired, places the imprimatur of importance and goodness and intelligence on the objects of their affections. You can get shot for wearing the wrong laundry at a football stadium. People have OPINIONS now, not the lower-case kind.

Personality cults abound in a world of unbridled, crabby partiality of course. Politicians and businessmen are made into messiahs, not functionaries. If you oppose them, or are even ambivalent about them, you’re evil. Of course anti-personality cults appear, to associate odd, cookie duster moustaches and stiff-armed salutes to innocuous, if venal, persons. Everyone’s both a bohemian corporal and John the Baptist at the same time, depending who you ask.

It’s getting especially tiresome here in no-man’s land between those trenches. One side adores people and things you find tiresome or useless, and there’s no rest from it, either, as the other side does nothing but talk about the same persons and things all day long. One cannot notice that both opinions are held by persons who are immune from the results of both their own and the competing worldviews. You all count coup in an effeminate set-piece, while a loaded pistol is in the nose of the rest of us.

You can both claim it’s friendly fire, but the mortar shells all fall in the same place — nearby, thanks. It’s not my fault I notice that.

Cheap Trick Got The Finkelstein Wedding. Happy Cinco de Mayo. I Guess. Whatever.

Old rock bands depress me. “Hope I die before I get old” is not a gauntlet one can fling down at the world’s feet, and then pick up later to put back in your fanny pack with your Carmex, Metamucil, and Viagra. When I got to be forty-ish, I began to feel odd even playing covers of this sort of thing out in public.

It’s not adult music in the first place, so you get to be just another old man at a teen kegger pretty quick. I’d rather see young nobodies take a crack at it than old fogies depositing checks from the seventies along with their Social Security. Hell, Cheap Trick’s original schtick was two old guys and two young guys playing in a band together. Now the two young guys are old, the old guy is ancient, and Bun E. Carlos has too much sense to even show up.

It’s a testament to the mercenary nature of the “counterculture” that a flat-out ad is more entertaining and charming and less avaricious than an actual music video:

Happy Cinco de Mayo. I’m Irish a bit, so I know what’s it’s like to have a holiday in honor of your heritage that consists of nothing but an excuse to get loaded for the general population.

Winter Is What You Make Of It



Cute little tilt-shift video of Whistler Blackcomb ski area in British Columbia. Advertising and marketing that people will look at voluntarily for the charm that’s in it. That’s the way to do it. Everyone likes snow they don’t have to shovel.

Marketing, Advertising, and Sales 101

What is Advertising?

It’s often confused with Marketing. And Sales. And Sales and Marketing. Community Outreach? Sure, toss that in there with all the other euphemisms, too.

Marketing is renting a lodge where the animals are. Advertising is hunting. Sales is bullets.I hate to break it to you, but you’re the deer, dear.

Marketing people have the least to do with the public, at least personally, so any essential creepiness on their part is hidden. They talk about customers like bacilli in a pyrex dish, but no one hears it until it’s passed along to others and gussied up and covered with shiny glass balls and garlands. That’s why cable networks don’t make episodic dramas about callow and cutthroat marketing departments with buxom secretaries.

People in advertising can seem rather two-faced. Janussarries, if I can coin a word. Advertisers are paid to fall in love with a product. Like all callow lovers, they are prodigious haters, too. They are tasked with making others love and hate things in turn, but the money has to convince them first. The most effective advertising sometimes sounds like love, or sounds like something unexceptional, but is seething with studied disregard for competitors. Don’t be evil is not a promise to nice. It’s a vicious, unsubstantiated accusation against your competitors, made by stealth. It’s almost worthy of a politician.

Salesmen are the butchers. Close the deal. They are paid to get stuff on their aprons, the stuff the supposedly vicious admen and rapacious businessmen can’t seem to stomach. Good salesmen make the customer feel as though the salesmen is simply helping the customer get what they want. It may even be true. But generally salesmen would push your face into the paper and mash a pen in your hand and move your arm over the contract by jerking your elbow around, if they could. They don’t come on the lot, ‘lessen they wants to buy…

It’s not personal (Sonny); it’s just business.And salesmen aren’t even always wrong in this regard. Sometimes a potential customer drives themselves to distraction worrying endlessly about signing on the line that is dotted. Ending the process gracefully is a blessing all around in many cases.

I run a very rare operation nowadays. I am a vertically integrated business. I thought up the concept, and I designed the products, and I make the product, and made the place the product is made, and I identify the potential customers, and talk to them, and sell to them, and send things to them, and I wonder forevermore afterwards about whether every single one of them is still happy with me. It’s easy for me to love the thing I’m selling, and I deserve less or more credit for delivering the whole megillah depending on your worldview. If I was more disconnected from the disparate steps in my operations, others could be paid to do them, and more customers could be served. Some persons like small, and reward me for my efforts. Some give credit to bigger organizations that don’t lose their soul by inches in expanding out instead of up. Me, I’d just like to eat more often and sleep more soundly.

I’ve become attuned to the machinations of selling things to people. I see the wires behind the animatronics a lot. We live in a world where Bill Gates is considered by many to be an evil mofo, but the ShamWow guy is lovable, at least between bouts of biting a hooker on the face, and being bitten.That is not a naturally occurring phenomenon.

To put yourself in Michelangelo’s shoes, he told the Pope that once the money was settled, he’d find a way to fall in love with the Pope’s thankless Sistine ceiling painting job. The Pope just wanted to get his message out. He hired the best ad man he could find. We’re all the better for it. And I’m sure the Catholic salesmen ultimately had an easier time closing the deal under that ceiling. Advertising and marketing and sales doesn’t have to make your flesh crawl. And many of the greatest artists I know of produced advertising for others. Picasso was one, lifelong advertiser for himself, but made is seem as if he didn’t have a bit of self-promotion going on. I preferred Suess just taking the money and making Flit ads. There’s more charm in it, and less deception.

So everyone has to warm to their task along the way to sell a product or service, and everyone uses dollar bills for the fire they warm their hands over. But you can tell when it’s not just the money talking; when a manifest affection develops for the object of the attention of talented people.

Watch the video. Whoever made it — and conceptualized it in the first place —  learned to love it; and maybe you might to, they importune without seeming to, if you’ve got a moment.

How else do you explain telling potential customers how much fun they’ll have with their boogers frozen in their beard?

Tag: advertising

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