I would like to thank my readers and bloggers for their thoughts and comments to my inaugural blog.  My hope is that I will address them in future blogs, so keep reading.

However, I do want to address one point on the importance of the information as our current and future hero.  Information is about someone or something.  It helps create relevant messages to individual consumers and their respective needs.  In today’s marketing world, we must be mindful that information and the customer are inextricably linked.

Now, let’s move on to this week’s topic.

We are in the business of using language persuasively. We use language to arouse curiosity, capture attention, impart information, explain ideas, create recall, generate emotion, enhance persuasion, and stimulate action.

We constantly search for those appropriate and explicit words and phrases that will arouse interest and trigger action.

When we do that, we are not just another part of our industry but of a special and unique group of imaginative and sensitive individuals who constantly strive to create effective, persuasive and even, on occasion, beautiful prose and poetry.

We all have our favorite authors. Their letters, speeches, essays, novels, plays or poems, enrich our lives and our thoughts.

One of my favorites is the German poet, Rainer Maria Rilke, whose Notebooks of Malte Laurids Briggs I read again and again. There is one of his poems called: FOR THE SAKE OF A SINGLE VERSE, that I find unforgettable. It always moves and inspires me to try to think and write better.

Let me share a bit of it with you.

For The Sake Of A Single Verse

“For verses are not, as people imagine simply feelings (those one has early enough,)—they are experiences.  For the sake of a single verse, one must see many cities, men and things, one must know the animals, one must feel how the birds fly and know the gesture with which the little flowers open in the morning”

I hope that you too find these few lines from Rilke as moving as I do.  I believe the sensitive and precise use of thoughtful language can enrich our clients dialogues with consumers? Why shouldn’t we aspire to think about the ads we create and the lines we write with Rilke’s passion and sensitivity. Why can’t our creative mantra become: “For The Sake Of A Single Ad or Commercial One Must etc”?

Lester