Tag: advertising

Tareytons Are Better

Being part of this era of pop-culture and consumer living is wonderful. We witness the rise and fall of trends, and technology grants us visitation rights with what was then and how it was done.

I grew up in the cigarette culture. Born in 1956, the doctors and nurses were probably smoking when I was delivered. Everyone was smoking in the 1960s. Movie and television stars used cigarettes as props for being cool, sophisticated, and fashionable. Mom and Dad smoked while doing everything from working on the car (yeah, that was a thing, then, and it was probably not a safe thing) to entertaining guests. Children stole cigarettes and smoke in secret to be like their parents. A smoky haze filled bars, airplanes, and restaurants.

I didn’t smoke cigarettes. I smoke marijuana, a little hash, and then cigars and pipes, but never cigarettes (yea, me?). I never smoked much of any of it, and quit any smoking thirteen years ago. I have sometimes vaped some marijuana since then.

I was thinking about the cigarette smoking and their commercials, jingles, and slogans. Do you know about those days, when cigarette advertising was as dominant as medicine advertising now is? If not, you should learn about “Tareytons are better, charcoal is why,” and cigarettes that were made for women, or manly cigarettes like Camels and Marlboros, and the meaning behind LSMFT*.

We made fun of it all back then. Winston had a jingle about how good their cigarettes were. I’ve included that below. We sang a different song about Winstons.

“Winstons taste bad, like the one I just had. No filter, no flavor, just toilet paper.”

 

* LSMFT – Lucky Strikes Mean Fine Tobacco.

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Sizzle

Have you noticed that the world is sizzling more?

No, this isn’t a climate change post about the world’s increasing average temperatures, melting and disappearing glaciers, rising sea levels, and more frequent and violent storms. We can’t do anything about that, so let’s not talk about it.

I’m talking about marketing sizzle. We can’t do anything about it, either, but many people are already talking about climate change. Not many are talking about the marketing sizzle.

The sizzle comes from that expression, “You don’t sell the steak, you sell the sizzle.” Most companies are selling sizzle. We called it vaporware in the software business. It’s the stuff they tell you is so frigging miraculous that you won’t believe you ever did without it, the stuff that rarely lives up to the promise.

Television shows are big on selling the sizzle. “It’s the most mind-blowing episode ever! You won’t want to miss it!” They’re not usually the most mind-blowing episodes ever to me. I can usually get up during the show, go make a sandwich, feed the cats, and answer the phone, come back and find that I’ve missed nothing of substance, only a little sizzle.

Television is a sizzle pioneer, but all the companies are catching on that they’ve got to sell the sizzle. “Look how fast our car is,” many commercials claim, showing people grinning from ear-to-ear as they race through a city like Jason Bourne escaping his government buddies. “Look how much fun it is to drive! Look how free this people feel.” Weird how there’s no other cars in that city.

Beer and soda commercials aren’t slouches when it comes to selling sizzle. They now love to show healthy, athletic people surfing, singing, playing guitars, mountain climbing, or hiking. Then they stop to have a good old cold soda or brew. None of these people have problems. None are diabetic or overweight. The commercial’s slug rarely address the people, though. They speak of the beverage. “The world’s most refreshing beer.”

They state it without evidence. That’s the way it goes. Sizzle doesn’t need evidence. Just fire it up and let the hungry masses know about it, and they will come and buy, like, “The fastest broadband service ever seen.”

The government is proud about how these companies sell sizzle. They don’t want to do anything to reign in the sizzle. These companies are doing the world a public service. If it wasn’t for the sizzle, we’d be worried about things that don’t sizzle, like the wealth imbalance, corrupt politicians, investigating Russians, rebooting our routers against hackers, rising white supremacy movement, white and male privilege, the contamination of our food supplies, the growing plastic islands in our seas, increasing war and tensions in the middle East, our dwindling fresh water supplies, rising cancer rates, the Italian government and EU economy, or police officers attacking people over parking situations, escalating events in fear of phones.

It’s much better to think about the sizzle.

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Razors & Computer Security

Remember back when razors came as a single blade? Then we advanced to twin blades and multiple blades. My current razor has three blades. It’s all in the pursuit of the closest shave possible.

And that was a good thing. It used to be so hazardous walking on the street as a man. You’d be going along, minding your own business, when, suddenly, a car screeches to a halt beside you, lights flashing. Uniformed people would leap out and surround you. “Let us feel your shave,” they would order, “to ensure it’s the closest that it can be.”

You had no choice but to comply, or risk getting sent to a barber for a shave. Our nation had no tolerance for any but the cleanest shaved man.

That’s how it seemed, at least from the commercials and advertisements.

I’ve always been amused by that approach, that more blades mean a closer shave, and more particularly, that a close shave is critical to civilization’s continued existence. We seem to be going down a similar path with computer security. If one layer of authentication is good, two is better. Hence, they’ve launched double-layered and two-step authentication. Naturally, it’s doomed to fall. Experts don’t seriously believe an absolutely secure computer is possible, if it’s accessing the web.

But I see a day in the future when companies and websites will tell you, “We’re more secure, because we have three layers of security.” Then someone else will announced, “Our security is better because we have four layers,” and the security race will be on.

Razors and computer security weren’t the first to think that if some was good, more was better. Remember American car ads, touting lower, longer, wider?

1949 Hudson Ad-02

Ford probably took the idea of more is better to an unusual but clever conclusion. They speculated that if some was good, then more is better with its front-end dive on braking. If some dive indicated your car’s brakes were doing their job and stopping you, then more dive would indicate better braking, right? They saved a lot of money and gained sales by gaming people into the perception their brakes were better because of that impressive front-end dive when you slammed on the brakes, when nothing had been changed.

Of course, we’ve always had the cubic inch and horsepower race. Still do, actually. Because, as they say, if some is good, more is better.

Probably why we have so many nukes in the United States. At least it feeds the perception that we’re safer.

Like with computers.

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Of Plans and Reminders

Charles French had a post on Arrowhead Publishing a few weeks ago. Its subject was creating business plans for books. I’d come to a similar conclusion to his ideas on my own a few years ago as part of my quest for greater organization, but his ideas had greater depth than mine. It’s always good to find something like that and learn more.

But after reading his post, I continued along thinking I’d begun weeks ago about the need for larger involvement in the business side of my self-publishing efforts. And after reading French’s post, I realized that I’d conceived many of the needs and ideas required but had failed to execute.

I had the dream. I had an action plan. I wasn’t acting.

After considering that realization with irritation and annoyance with myself that ended with a stern lecture, I answered myself, with some plaintiveness, as the business persona of my being, I’m not given much time or energy for taking care of business. The writer gets the most attention and indulgence. That’s followed by the husband, friend and son. Then the human gets attention (for things like time off, socializing, partying and exercising beyond the daily ritual of decompressing), and the editor, leaving crumbs to the business person.

I agree, I answered. Part of this is because I don’t to do the business side. But accept it: it must be done.

Okay. What can we do about it?

Well, like writing in the beginning and everything else, it’s about allocating time. I’d planned to give these matters attention – that’s why I was annoyed – but permitted my resources to be diverted into other things, important things like killing time by playing computer games, reading books, or playing with cats. Just as I do for everything else, I need to structure recurring time in my life for the business side of publishing.

And it is a recurring need. Publishing and selling books is as dynamic as any marketplace. As an unknown with no name recognition trying to learn the business, I need to work harder, as hard as an athlete trying to make a team, or a writer writing a book. As I wrote in a post when I began thinking about this, I Will Do Better, my efforts are meager and weak. It’s shocking to realize that I wrote that in the middle of January.

Once again, I remind myself, intentions aren’t sufficient. Just as writing in the first place, exercising, or acquiring and degrees, focus and application are needed. I can’t accept that, oh, I did this, and now I’m done. No, this is very much trail and error. It should all be considered as a first draft. Sometimes the blurb written and used isn’t working. New venues for publishing, distributing, advertising and selling are always springing up. If I want to expand my sales, I need to expand my efforts.

Okay, but I already knew all of this. I wasn’t acting on them. This was a case of out of sight, out of mind. Just as I need structure to pursue writing my fiction, I need structure for selling it. Moving the business guy up in the order of priorities isn’t necessarily needed, either. Rather, I realized that I needed to remind myself that the business side needs to be attended.

So I jumped into my Google calendar and set up reminders. Do this, do that. Check this, check that. And I set aside time via reminders to research and read about the business aspect of publishing and selling my own work.

Writing, publishing and selling isn’t a destination. Just like life and living, it’s a journey to be embraced and taken every day. Recognize what must be done but recognize it doesn’t need to all be done at once.

But recognize, it must be done and keep going.

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The Renewal

Stop me if you’ve heard this one: “Be sure to read the fine print.”

I must have heard or read it a hundred thousand times in my lifetime. (Yes, that could be an exaggeration.) It’s often flashed up during television commercials but the five plus lines of tiny print shoot by faster than you can say, “What?” Small print has become a joke in our society. The joke is on the consumer. It certainly was on me and my wife.

We were subscribing to our local newspaper . It’s not as easy to decide as you think. We’re a small town. It’s a small paper. To fill the paper, they publish some news articles from other towns and countries. It’s not greatly valuable to us in this Internet era. Most of our friends don’t take the local daily, the ‘Ashland Daily Tidings’. They take the newspaper from our larger neighbor, Medford. Medford’s paper is ‘The Medford Mail-Tribune’. Editorially, both papers are conservative, and they share owners and publishers.

ADT is published Monday through Saturday, except for the big holidays. You can guess them. For Sunday, we received ‘The Medford Mail-Tribune’.

We liked receiving the paper despite its paucity of local news. So after a brief debate last December, we renewed, paying for a year’s subscription, $124. Cool. Done.

October comes. Notices arrive. Our newspaper subscription is about to expire. My wife pulls out the paperwork. No, they’re wrong: we renewed in December, 2015, for fifty-two weeks. They’re probably just trying to get us to renew early, we reasoned. Periodicals are always following that practice.

But no. Last Sunday came a notice with the delivery: “Your subscription has expired.”

Nah-uh, we answered. Pulling out the paperwork with new fury, my wife re-affirmed her earlier understanding. Then she saw the small print. Here is the actual small print, copied from their website:

“Up to $3 is charged to all subscriptions for each premium edition. Premium editions are not included in the subscription price and your expiration date will be accelerated and adjusted accordingly. There will be no more than 16 premium editions per calendar year.”

What is a ‘premium edition’? It seems to be the normal paper enlarged by extra advertising inserts. That means we’ve paid an extra $48 for our paper for the ‘year’, which, because of the ‘premium editions’, has been truncated to about ten and a half months. And it’s curious, because even if you select online only, to save paper, you still pay $3.00 for each premium edition. You pay for it regardless of your subscription term – year, month, quarter, whatever.

(Paperless, BTW, is another burgeoning joke in our society. We get more paper in our mail than ever before, usually stuff we don’t want but that we must recycle – which we pay to have done. How many ‘special offers’ are received each week by wireless service providers, ISPs, Dish and other satellite providers, followed by insurance, cleaning, and credit cards offers…and let us then begin to talk about the Explanation of Benefits and bills that accompany every doctor appointment and prescription.)

We were floored.

We were angry.

We wondered…does this apply to its sister paper?

You betcha.

We wondered: do our friends know this about this their subscriptions?

No, they didn’t. They were sure we were wrong so we printed out a website screenshot to show them.

They were floored.

But here is the kicker that prompted me to post: yesterday, a plastic bag was delivered to our house from ‘The Medford Mail-Tribune’. There wasn’t any newspaper; just the advertisement inserts. Which, to us, means that we’re subsidizing the newspaper’s advertisement revenue by paying for these circulars to be delivered to non-subscribers.

We could be wrong about that. It was our snap insight, and they’re not always right. Regardless, we’re angry, and we’re not renewing.

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Signs of Change

We saw ‘Captain Fantastic’ yesterday. Although we’re Vigga M fans, the story didn’t draw us. However, the writer & director, Matt Ross, is an Oregon product, a graduate of a little town’s high school, so there was a lot of local hype.

I won’t say that ‘Captain Fantastic’ was enjoyable, because that’s not really a word (if you’ve seen the movie, you understand) or interesting, for the same reasons, but the actors were well cast, with excellent deliveries, and the story compelled me to follow and root for Captain Fantastic (Vigga) and his children, and wonder, what will happen? Some scenes caused post movie discussions. It was two well spent hours, and I recommend taking it in.

Afterwards, we went to Louie’s on the Plaza by the creek for food, as we’re both off the green cleansing smooths, where I enjoyed my first beer in two weeks and a wrap. My wife will continue on a modified cleansing smooth beginning today. I might do the same, something I need to decide later today.

There are sign that the seasons are changing and tempus fugit. Looking around, I’ve discovered we’re almost at the August’s finishing line. The schools’ marquees have announced the first days, and they begin tomorrow with new student orientations, full orientation following the day after.

My wife is planning an end of summer picnic in Lithia Park. We’ve scouted locations and brainstormed ideas. She checked a few schedules for vetting and then launched invitations. Friends are planning overnight visits, so an attention list has been compiled, that is, a list of things requiring our attention before they arrive.

Cooler weather is gracing us, and the temperature has stopped stirring itself past 95F. Importantly, the temps drop into the low fifties at night so windows can be opened to air us out. Most of our area fires are contained or out. We watch and worry about those in other areas, especially down in SoCal, which is suffering a terrible season.

But I’m on a treadmill, walking, writing, eating and sleeping, with ancillary tasks like cleaning and feeding the cats, and other chores, taken care of but not really my focus. Sable posted about his ToDo list and its lackings. Between that and Kate’s post about the business side and my awakening that time has pissed by without me really attending the business side, I’m creating my own Todo list for the business side. JR’s comments about not doing those things caused me to think more deeply about what I’ve done and not done, but more, why I’ve not done these things.

So with the signs of change taking place – the NFL season almost upon us, school starting, the leaves turning, the nights cooling, the World Series shaping up, Formula 1 moving toward the schedule’s bottom half, and eight out of the twelve months gone for another year – time to do more than just cross my fingers, write like crazy and hope for the best. I must work on the dreaded reviews, the dreaded marketing and advertising, and the dreaded website.

Time to begin addressing the business of writing.

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