In darkest Charleston. I am hacking my way through the copywriting jungle of value addedness, wearing my lucky Hanes V-neck undershirt and Batman boxers, and swinging a machete as dull as my writing ability. My noble but entirely expendable native bearers struggle under the weight of my cargo… websites for clients in real estate, home architecture, healthcare, wireless signal enhancement, commercial construction and residential HVAC.
The way is fraught with perils like panthers, poison darts and quicksand. The merciless noonday sun of approaching deadlines. The soulless black nights lit only by the LED of my wireless mouse. The false dawn of client commentary like, “We love it! Let’s change everything.” The slogging weariness of extremely extended jungle metaphors.
We stop for a moment. I shake my canteen of creativity that grows ever lighter, and decide to swallow the last precious drops to write this blog entry, and it’s only Thursday. Lucky you.
Almost at the end of this piece…I push aside the last bit of brush. I raise my binoculars and peer across the clearing of the weekend into next week ahead and see…more of the same.
Just then my lovely assistant who I forgot to mention until now (let’s call her Raven) turns to me and says, “What now, MacGuyver? You build a unique selling proposition out of two adjectives and a piece of chewing gum?” And I say, “Why? Do you have some chewing gum?”