Think about these quotes.
For decades beer marketing and advertising was largely directed at men. The ’70’s was all about singular masculinity and a brew. The ’80’s and ’90’s was beers, babes and swimming pools. The 2000’s have been a bit weird. Craft brewing has put focus on quality and artisanship meanwhile wine has been steadily outpacing beer in consumption. Yet, the wine industry spends very little in traditional marketing.
What it has done is focus on women. And this a bit of a chicken and egg thing. It is impossible to know what came first … women’s love of the drink or pop culture’s promotion of women and wine? Our society is replete with women and wine references from movies to television to books. Kathie Lee and Hoda bizarrely normalized daytime imbibing. Popular TV shows “Scandal”, “Modern Family”, “Cougar Town”, “The Affair”, and “The Good Wife” all feature female leads unable to detach from a glass or five.
Megan Garber writing in The Atlantic in the article, The Women and the Wine, makes the point that these TV heroines “telegraph their internal turmoil via swigs of Syrah” and “wine, gulped just as often as sipped, is a visual metaphor for that most modern of afflictions: stress.” Garber makes the point, “You rarely see TV’s men gulping wine from goblets, alone in their kitchens—and, when you do, the sight will immediately suggest A Problem.”
Novelist Jodi Picoult deliberately or unknowingly has many characters across her ubiquitous works enjoying wine. Take this line from Plain Truth, “The wine—it made her limbs loose and liquid, made her feel that a hummingbird had taken the place of her heart.” Poet and novelist Sylvia Plath said, “I drink sherry and wine by myself because I like it and I get the sensuous feeling of indulgence…luxury, bliss, erotic-tinged.”
The wine—it made her limbs loose and liquid, made her feel that a hummingbird had taken the place of her heart.
Sarah Margaret Fuller Ossoli, commonly known as Margaret Fuller, was an American journalist, critic, and women’s rights advocate associated with the American transcendentalism movement. She also enjoyed wine saying it “is earth’s answer to the sun.” Fuller lived in the 19th Century so this shows that women and wine are by no means a recent combination.
Two months ago The Financial Times refreshed FT Weekend. This was introduced through an integrated marketing campaign “aimed at a growing readership who favour the immersive experience of print on the weekend while remaining highly engaged with digital journalism during the week.” That is an insightful and challenging objective.
What piqued my interest was the print component. The campaign’s tagline grabbed me (isn’t it great when that happens?). The three lines are compelling. “World-class writing” is sharp and smart. I can see how they arrived at it and am grateful they did. The cornerstone of journalism is a free press. That means possessing honesty and objectivity and marrying them with insight. Those are lofty ideals to sell a paper. Perhaps too lofty and I expect FT and their advertising agency thought so too.
Instead they now focus on global reach and fresh perspective along with how they write and communicate. The three words in the tagline are absolutely power-packed. The line represents the core skill-set of journalism and what must be the overriding differentiator of any publication online, off or both. That is quality of writing. As far as I know no other publication is landing on that notion or boldly claiming it even though it is fundamental.
You do not have to be a writer to want a private little cabin…but it helps. The solitude, peace and focus could keep the words flowing. Here is a question, could you go without Internet in your small pad? Author Jonathan Franzen writes in the big city but on a computer without online connection. And that is the point, to make sense of the world either through fiction or nonfiction, you have to disconnect. Imagine doing so in any of these tiny muses.
We are in the communications business. That means we are in the writing business. In addition to penning business and brand strategies and crafting marketing campaigns, we write fiction and non fiction.
Here is a short story from Jeff Swystun on Amazon currently ranked #400 in Literary Fiction/Satire and #425 Literary Fiction/Biographical. You can find it here on Amazon. This is the story’s description:
James Wolcott writing in said, “If a tinge of melancholy haunts the cocktail hour, if a croquet mallet left derelict on the lawn evokes a broken merriment, if the bar car of a commuter train gives off a stale whiff of failed promise and bitter alimony, pause and pay homage to John Cheever. Light a bug candle on the patio in his honor. For Cheever—novelist, master of the short story, prolific diarist—is the patron saint of Eastern Seaboard pathos and redemption, the Edward Hopper of suburban ennui, preserving minor epiphanies in amber.”
Cheever’s short story, Reunion, gripped Jeff from the first read. It is absolutely succinct at 824 words but has the heft of a full-length novel. That tale and others of Cheever’s are referenced in this inventive short story that pays tribute to Cheever. It imagines a day with the writer in Manhattan and draws not only on his work but also his personal essays and the amazing biography penned by Blake Bailey. It explores the dark and light of being and being remembered.
How many stories did you tell today? Think about that for a moment. I am not talking about the stories we tell ourselves because that is constant. Our head gets choked with rational and irrational sagas. I am talking just about the ones you tell. Did you share the tale of your commute with colleagues? Did you tell an anecdote from your high school days?
How many stories did you hear today? If you spoke with three people you probably heard upwards of twelve to fifteen stories. Little ones are seeded throughout our conversations. Big ones entertain and engage.
How many stories did you read today? Between newspapers, that novel you are working your way through, and even advertisements you will have read a ton of stories.
How many stories did you watch today? We live in an era of binge-watching. Movies are everywhere. We can load tv shows and movies on our devices and consume them anywhere. Most shows now have four or five subplots so there are plenty of narratives to follow.
John Gottschall author of The Storytelling Animal says, “We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” Stories are the primary construct for human interaction. It is how we connect.
I have been practicing storytelling and narrative psychology for the past ten years. What has surprised me is we see narratives even where there are none. The storytelling format affords meaning to our lives. It is an engrained form of problem-solving. It helps us make sense of the world.
Humans have always been storytellers. We started with pictograms on cave walls then became masters of the oral tale before we took up the pen. Stories provide a way for humans to feel control over the world. They allow us to see patterns in chaos and meaning in randomness. They are sorting devices and educational vehicles for what has come before, what is happening now and what may take place.
Storytelling shows us how other people think. We compare and contrast when digesting stories. This may affirm our own beliefs and perceptions but more importantly they can throw them into question.
It is hard to comprehend that a new blog is created every 7.4 seconds. Nearly 3,000,000 posts are made public every day. Over 10,000 updates take place each hour. These statistics come from Technorati and prove that there is a hell of a lot of content in our world.
The Internet and social media democratized writing. Unfortunately, so much of it is poor. The content tends to be unoriginal, dumbed-down, misleading and misinformed. Other issues persist including the regurgitation of the same content and the writer lacking credibility. There seems to be a need to pump out more, for more’s sake, rather than providing real thought, real value.
These issues impact the profession of writing and the efficacy of blogging. For those with a formal education in writing the vast majority of blogs provoke cardiac arrest. The very basics of writing are missing; structure, spelling, tenses, storytelling, and grammar. Too many blogs fail to include a unique point-of-view and a motivating call-to-action.
It is fair to say that the very nature of blogs is sloppy. They are opinion pieces lacking interviews and research, they are short compared to articles and papers, the content is built around SEO keywords, the style is casual, and, as covered, good writing is optional. Every single blog post would benefit from proofreading and editing.
Writing is an art form. Blogging must correct the ‘quantity over quality’ mission it currently pursues. Here are ways to make that correction.
Every day your inbox is pummeled by content you forgot you signed up for (or probably didn’t). You are on Flipboard, Twitter, LinkedIn and a bunch of other time sucking “tools” you vow not to check but you do. It doesn’t help that you are “pinged” every minute like Pavlov’s dog. Texts and Facebook Messenger fight for your attention. Friends send you stuff they think is interesting. Then there is traditional media struggling for your attention.
There is so much content. The world now has 1 billion websites. You can read 470 million blogs…I know this seems awfully low but most go dormant after a post or two because they offer zero value. Still, there are tens of millions of posts every day. Online magazines are ever growing. There are really no accurate counts. Suffice it to say there is overwhelming content. And way too much bad content.
The net and social media promised dialogue but it is a one-way loudspeaker. Everything screams at us with a false sense of urgency, importance and value. It is like everything stated should have an exclamation point. At the same time the content is horrendously dumbed down. It starts with attempts to hook us with titles like these:
The Numbered List: 7 Ways To Irritate Your Partner
How-To: Build Your Own Aircraft Carrier
Case Study: How We Grew Our Twitter Followers By Buying Them