I know a lot of you read this because you write, and want to write better.
Go and have a look at this: http://tinyurl.com/bqz5zw8.
John, the speaker, is one of the best writers I know. David Ogilvy thought very highly of him.
I shall be doing seminars with John in October in Australia, all being well. He is so damn good I am downright frightened at being compared to him.
If you either a) are unlikely to be in Oz then or b) can’t wait that long to write better – well, here’s a suggestion.
David Ogilvy also thought highly of two other writers who are running a copy seminar in Bristol in a couple of weeks.
I think I may have mentioned that before.
On the day I shall be analysing all kinds of copy and trying to explain – maybe not as well as John – what makes it work (or not).
And Steve and I will work with you in your copy for an hour and half.
You can bring stuff in for comment if you like.
Between us I hope we can do a pretty good job for you. It will certainly do you a lot more good than the Jubilee which follows immediately afterwards.
Meanwhile, Paul Dooley sent me this. It is called the Dead Horse Theory. I’d seen it before, but a surprising amount of the content reminded me of the current Euro chaos.
The Dead Horse Theory
The tribal wisdom of the Plains Indians, passed on from generation to generation, says that “When you discover that you are riding a dead horse, the best strategy is to dismount.”
However, in government more advanced strategies are often employed, such as:
1. Getting a stronger whip.
2. Changing riders.
3. Appointing a committee to study the horse.
4. Arranging to visit other countries to see how other cultures ride dead horses.
5. Lowering the standards so that dead horses can be included.
6. Reclassifying the dead horse as living-impaired.
7. Hiring outside contractors to ride the dead horse.
8. Harnessing several dead horses together to increase speed.
9. Providing additional funding and/or training to increase the dead horse’s performance.
10. Employing consultants to do a productivity study to see if lighter riders would improve the dead horse’s performance.
11. Declaring that as the dead horse does not have to be fed, it is less costly, carries lower overhead and therefore contributes substantially more to the bottom line of the economy than do some other horses.
12. Rewriting the expected performance requirements for all horses.
And, of course…
13. Promoting the dead horse to a supervisory position
