This is my song to writers who straddle two worlds, people who are commercial writers by day and artistic writers by night. And this is my paean to people who work by day, whether as mother and homemaker, shoe salesman, CEO, or waitress, and who in their free time turn to their true passion whether that be writing a novel, poem, children's book, opera, short story or song lyric. You may feel privileged that you've given yourself this second job of making art. And I'll bet it sometimes feels as though you are cursed. Your second shift begins after dinner, after the children have quieted down. That is when you begin anew because the artist inside beckons and you must answer; because you know you can do this, and because it is something you must do to nourish your soul.
I know something about being a commercial writer by day and a novelist by night. I'm now in the final stages of a novel I started writing in May 2002. Below are a few strategies that might help you live the life of a part-time artist with grace and equanimity (when you're tempted to give leave of your senses).
Trust. It takes time. It's a journey. Trust yourself that you will never quit until you get it right. Trust that the forces of the universe will align to give you exactly what you need, exactly when you need it. Trust that you'll know when its done and you will give it up to the world when it is at its best. Trust that all this will happen in its own time.
Take out the trash. (Courtesy of Dan Millman's The Way of The Peaceful Warrior.) By this I mean take the trash out of your mind. Examples of trash: Boy, that's great writing! This is dreck! My readers will close the book on me! I'm brilliant! I'll never get this right! I've got this knocked! Damn, this is good! I can't write! I'll never finish! That's so flatfooted! No one could possibly understand this, no less love it! (In fact, when you're in this place, thinking these thoughts, you may be on the verge of the most universal stuff; it can go from ''nobody will understand this'' to ''everyone can and will understand this'' in an instant, if only you take out the trash, simplify and stick with it.)
Don't talk about it too much. Just write it. Writers have talked themselves out of stories by telling the story to too many people before they write it. Don't tacitly ask for permission to write your story. No one but you can give yourself permission to write it. Just write it.
Stay in the moment. (Courtesy of Dan Millman's The Way of The Peaceful Warrior.) There are no ordinary moments. Something important is always happening. Be part of it what is happening around you. Turn off the observer-artist that wants to stay aloof and only observe and write about what is happening. As much as possible, be part of what is happening around you.
Don't hold onto your artistic writing too tightly. Avoid getting all your identity from your artistic writing while, to yourself, you trash your commercial writing or your day job. Find the love in what you do. Every day I write, I swim in an ocean of creativity. I think we all do. We're creative in our day job; we're creative in our night job. I believe my artistic writing informs my commercial writing and the other way around. So it's not: I'm an artistic writer who happens to be writing marketing communications. It's: I'm both the artistic writer and the commercial writer. I get enjoyment and identity from both.
Don't forget to have a life. Enjoy the journey. That is all there is. (Courtesy of Dan Millman's The Way of the Peaceful Warrior.) Sometimes I won't write at night to give myself a break. That way, I'll be less likely to get burned out. Sometimes the best thing you can do to finish your story is to go see a movie.
Note: Last month's EWA brought e-mail from Kim Kaminski who wrote, ''This is absolutely your best newsletter thus far... I see a new dimension to your writing and I love your essay 'On Love of Little Words.'''
And from Gloria Rosenstock who wrote that her son ''mentioned he enjoys reading your EWAs. He finds them helpful tutorials for improving his daily business writing! A huge compliment from a young man resistant to slowing down for details.''
And from Katy Barrilleaux who wrote, ''I enjoy your emails and love this topic. Are you going to put it up on your blog?'' (Yes, you will find this an other EWAs on my blog at http://excitingwritingblog.blogspot.com)
And from Susan Mardele who wrote, ''Excellent advisory. One thing I've used to get unstuck is to envision that my higher self, guiding principle, God, whatever, already has the piece written. All I have to do is start it, and it will 'channel' through me.'' (I find this to be a deeply moving thought.)
Wednesday, April 22, 2009
Sound-alike Words: Do You Hear What I Hear?
Let's begin with two definitions:
A homonym denotes two or more words spelled and pronounced alike that have different meanings, for example, ''a quail,'' a game bird, and the verb ''to quail,'' to wither.
A homophone denotes two or more words pronounced alike but different in meaning, derivation or spelling, for example, ''two'' and ''too.''
These technical distinctions do not interest me. What interests me is helping people who struggle to become better writers by confronting the intricacies of ''sound-alike words.'' That is how I will refer to these word pairs and triads:
Factious, given to forming parties or factions in opposition to governments
Fractious, tending to cause or make trouble
Facetious, jocular or witty in an inappropriate or silly manner
Complacent means pleased or satisfied with the way things are, with how they affect one's self. It also means self-satisfied or smug.
Complaisant means attempting or eager to please or satisfy, obliging or affable.
Thus, complacent refers to a satisfied state of mind. Complaisant refers to a disposition
to behave or conduct oneself in a way that pleases or satisfies others, not yourself. They almost have opposite meanings, yet they sound virtually the same.
Discrete means separate or distinct. The scientists isolated five discrete viruses that they believe are responsible for causing the medical condition.
Discreet means showing good judgment, especially in terms of holding one's tongue. The best butlers are discreet. It can also mean modesty and unpretentiousness. For example, the discreet elegance of an interior décor, or a discreet neighborhood where no one puts on airs (affects an upper crust accent) and goes about his (or her) business. The word discretion is first cousin to discreet. It means displaying the quality of being discreet. Everyone confided in him because he was the height of discretion.
Allude means to hint at or refer to in passing. He alluded to the effects of a strong Euro and a relatively weak dollar. She alluded to the wide-spread aspirations created by a burgeoning middle class.
Elude means to escape, get away with. He went through security with more than an ounce of water and somehow managed to elude detection. The trio managed to elude police despite a high-speed chase.
Gorilla is an ape.
Guerrilla (1 U, 2Rs and 2Ls) is a kind of soldier or warfare.
An eminent person is someone who is well known. A cardinal in the Catholic Church is sometimes called his eminence, meaning someone who is revered or well known.
Immanent means staying within, inherent. It also means taking place only in the mind, not outside it. This word also has a theological meaning, dwelling in the universe or dwelling in time. Making matters more complicated, imminent means something that is about to happen.
Abstract means difficult to understand, theoretical or detached. It also means a short synopsis or summary of an article's main points. Oddly enough, abstract also means ''to steal,'' as in, ''He abstracted the attention of the professor.''
Abstruse means difficult to understand or dense.
Would you like more sound-alike words next month? Send me a note and allude to your favorites.
A homonym denotes two or more words spelled and pronounced alike that have different meanings, for example, ''a quail,'' a game bird, and the verb ''to quail,'' to wither.
A homophone denotes two or more words pronounced alike but different in meaning, derivation or spelling, for example, ''two'' and ''too.''
These technical distinctions do not interest me. What interests me is helping people who struggle to become better writers by confronting the intricacies of ''sound-alike words.'' That is how I will refer to these word pairs and triads:
Factious, given to forming parties or factions in opposition to governments
Fractious, tending to cause or make trouble
Facetious, jocular or witty in an inappropriate or silly manner
Complacent means pleased or satisfied with the way things are, with how they affect one's self. It also means self-satisfied or smug.
Complaisant means attempting or eager to please or satisfy, obliging or affable.
Thus, complacent refers to a satisfied state of mind. Complaisant refers to a disposition
to behave or conduct oneself in a way that pleases or satisfies others, not yourself. They almost have opposite meanings, yet they sound virtually the same.
Discrete means separate or distinct. The scientists isolated five discrete viruses that they believe are responsible for causing the medical condition.
Discreet means showing good judgment, especially in terms of holding one's tongue. The best butlers are discreet. It can also mean modesty and unpretentiousness. For example, the discreet elegance of an interior décor, or a discreet neighborhood where no one puts on airs (affects an upper crust accent) and goes about his (or her) business. The word discretion is first cousin to discreet. It means displaying the quality of being discreet. Everyone confided in him because he was the height of discretion.
Allude means to hint at or refer to in passing. He alluded to the effects of a strong Euro and a relatively weak dollar. She alluded to the wide-spread aspirations created by a burgeoning middle class.
Elude means to escape, get away with. He went through security with more than an ounce of water and somehow managed to elude detection. The trio managed to elude police despite a high-speed chase.
Gorilla is an ape.
Guerrilla (1 U, 2Rs and 2Ls) is a kind of soldier or warfare.
An eminent person is someone who is well known. A cardinal in the Catholic Church is sometimes called his eminence, meaning someone who is revered or well known.
Immanent means staying within, inherent. It also means taking place only in the mind, not outside it. This word also has a theological meaning, dwelling in the universe or dwelling in time. Making matters more complicated, imminent means something that is about to happen.
Abstract means difficult to understand, theoretical or detached. It also means a short synopsis or summary of an article's main points. Oddly enough, abstract also means ''to steal,'' as in, ''He abstracted the attention of the professor.''
Abstruse means difficult to understand or dense.
Would you like more sound-alike words next month? Send me a note and allude to your favorites.
Words We Can Do Without: All, Even, Just and That
So many people say the key to happiness is finding your mission in life and living out its essence every day. I'm lucky enough to know my mission is writing and educating others on its finer points. That's why I'm so happy to be issuing my monthly ExcitingWriting Advisories. Let's get started with four little words I suggest you use sparingly: all, even, just and that.
The other day, I found myself thinking about all the ways we use words. Scratch ''all!'' Let me start over: The other day, I found myself thinking about the ways we use words.
Is the word ''all'' necessary?
Consider:
How do I love thee? Let me count all the ways.
How do I love thee? Let me count the ways.
Would we find Elizabeth Barrett Browning's poem as memorable with ''all'' in the first line?
Consider these:
Arrest all people who break laws.
Arrest people who break laws.
Color in all the blank squares below.
Color in the blank squares below.
All people have their good and bad sides.
People have their good and bad sides.
The above sentences without ''all'' are stronger and more respectful of the reader. Their attitude is calmer, less preachy and more appealing because they're missing one little word. Notice I chose not to write ''all because.''
Look: There may be a place for ''all,'' for example, when you're giving instructions and you want to make certain the person understands: Color in all the blank squares below. However, if I wanted to be emphatic, I would write, Color in the blank squares below. Check your work and make sure you don't miss any. I think it's far more respectful when you use a separate sentence to express that thought.
Getting even with ''even.''
Even you have faults.
You have faults.
Everyone is trying harder. Even he is.
He is trying harder, just like everyone else.
He collects everything, even pennies.
He collects everything, including pennies.
Even when Jim applied himself, his output was average.
When Jim applied himself, his output was average.
Even if you're extremely lucky, your chances are not very good.
If you're extremely lucky, your chances are not very good.
My point? ''Even'' is another one of those words that act as the moral equivalent of a blinking neon sign. Yes, it can be used to express surprise about an unlikely event; however, invariably, I prefer alternative sentences that avoid using the word.
Delete ''just''
I want just the facts!
I want the facts!
Just because you're intelligent doesn't mean you shouldn't try hard.
You're intelligent. Does that mean you shouldn't try hard?
We got there just in time.
We got there in time.
You get the point.
Write without ''that''
I think that you're intelligent.
I think you're intelligent.
I say that a person is only human.
I say a person is only human.
I believe that all men are created equal.
I believe all men are created equal.
This is the gift that we give each other, the gift of love.
This is the gift we give each other, the gift of love.
Some sentences require the word ''that;'' however, it is often unnecessary. When it is, leave it out!
''All,'' ''even,'' ''just'' and ''that:'' I am not suggesting you never use those words. I am suggesting that each time you want to use them, you see if you like the sentence better after you rewrite it without that word. Give it a try!
It's just better writing.
Scratch that. It's better writing!
The other day, I found myself thinking about all the ways we use words. Scratch ''all!'' Let me start over: The other day, I found myself thinking about the ways we use words.
Is the word ''all'' necessary?
Consider:
How do I love thee? Let me count all the ways.
How do I love thee? Let me count the ways.
Would we find Elizabeth Barrett Browning's poem as memorable with ''all'' in the first line?
Consider these:
Arrest all people who break laws.
Arrest people who break laws.
Color in all the blank squares below.
Color in the blank squares below.
All people have their good and bad sides.
People have their good and bad sides.
The above sentences without ''all'' are stronger and more respectful of the reader. Their attitude is calmer, less preachy and more appealing because they're missing one little word. Notice I chose not to write ''all because.''
Look: There may be a place for ''all,'' for example, when you're giving instructions and you want to make certain the person understands: Color in all the blank squares below. However, if I wanted to be emphatic, I would write, Color in the blank squares below. Check your work and make sure you don't miss any. I think it's far more respectful when you use a separate sentence to express that thought.
Getting even with ''even.''
Even you have faults.
You have faults.
Everyone is trying harder. Even he is.
He is trying harder, just like everyone else.
He collects everything, even pennies.
He collects everything, including pennies.
Even when Jim applied himself, his output was average.
When Jim applied himself, his output was average.
Even if you're extremely lucky, your chances are not very good.
If you're extremely lucky, your chances are not very good.
My point? ''Even'' is another one of those words that act as the moral equivalent of a blinking neon sign. Yes, it can be used to express surprise about an unlikely event; however, invariably, I prefer alternative sentences that avoid using the word.
Delete ''just''
I want just the facts!
I want the facts!
Just because you're intelligent doesn't mean you shouldn't try hard.
You're intelligent. Does that mean you shouldn't try hard?
We got there just in time.
We got there in time.
You get the point.
Write without ''that''
I think that you're intelligent.
I think you're intelligent.
I say that a person is only human.
I say a person is only human.
I believe that all men are created equal.
I believe all men are created equal.
This is the gift that we give each other, the gift of love.
This is the gift we give each other, the gift of love.
Some sentences require the word ''that;'' however, it is often unnecessary. When it is, leave it out!
''All,'' ''even,'' ''just'' and ''that:'' I am not suggesting you never use those words. I am suggesting that each time you want to use them, you see if you like the sentence better after you rewrite it without that word. Give it a try!
It's just better writing.
Scratch that. It's better writing!
Monday, March 23, 2009
On love of little words.
I love little words, don't you? You'll come upon a flock of these spirit-fairies in a forest of words, carpeting the forest floor. They are iridescent beauties, these sub-atomic particles of ideas, and they are breathtakingly beautiful. They dart here and there, fleet and colorful. Little words are so familiar; you think you know them. If one word takes notice of you, it will stop in its tracks, hyperventilating, trembling with fear. Standing beside them, you are a huge hulking creature from a alien planet. But if you stand very still, eventually the little word will regain its composure and alacrity, swirling around your head with gleeful cries like a child on an amusement ride. Yes, you think you know them, but you can't begin to know what they can become when you conjure them into necklaces and bracelets, adornments for your beloved.
Advice for those who are stuck in writing projects
A former co-worker, Tiffany Francis, asked me to issue an EWA on what to do when you're writing something and you get stuck. Read below for suggestions. I thank John Wise, Andrew Szabo, Dan Hardy, Triche Guerin and Dan Sturdivant for recommending me on my LinkedIn profile. If you would like to connect with me on LinkedIn.com, send me an invitation. I would be delighted to return the favor. Below the ''How to Get Unstuck'' article, you will find my essay, ''On Love of Little Words.'' If there are back issues you would like to read again, e-mail me and I will add them to this blog.
--Chuck Lustig
HOW TO GET UNSTUCK
When it comes to writing projects, I used to spend a lot of time being stuck, so let me begin by claiming expert status. This is my Unified Field Theory of Writing Project Stuckness, meaning it applies equally to all writing projects: columns, short stories, theses, articles, poems, novels, brochures, operas, manuals, songs, musicals, business plans, sales presentations, speeches, product descriptions, screenplays, plays, video scripts and non-fiction books. Below I've listed the four reasons people get stuck and strategies for getting yourself unstuck.
1. Reason one: You don't know where to start.
Consider the doctoral candidate who cannot stop researching a thesis and begin outlining (there's so much more to know!), or the novelist who doesn't know where to start a story. Not knowing where to start often comes from being overwhelmed. The subject is so vast; you struggle to find the perfect entry point. Often you have so many facets you want to cover, you are unable to actually begin organizing how you will cover the subject or how the story goes, i.e., what happens first, second, etc. You're stuck.
When you don't know where to start, try this:
Remind yourself that there are two phases to practically any writing project. First, you ''dig up the clay,'' you research, even if it's emotional research. Second, you ''play with the clay.'' Whether it's an historic novel or doctoral thesis, there will come a time when you must stop digging and start playing. The truth is you will always want to dig more; you will feel regret; there will always be more to know! But you must shift from one phase to the other if you want to finish. (And doesn't ''playing'' sound like fun?)
List on paper all the places you could start. Then prioritize them. Decide what's most important to you about the subject, second most important, etc. The number-one item may be your starting place. Then go one step further: Consider that what may be important to you might be boring to your audience, or not as interesting. So, list on paper the topics that, as best as you can tell, are the most interesting to your audience. In each case make sure you are clear on why they are the most interesting. Then prioritize those topics. See if there are differences between the two lists. Perhaps the top ''interest'' item is your starting place.
If your piece is written from one character's point of view, try telling it from another character's point of view.
Or, accept that you won't find a perfect entry point, so stop looking for it. Just find the best entry point and begin. As Rainer Maria Rilke wrote, ''Whatever you do, or dream you can do, begin it. Boldness has genius, power, and magic in it. Begin it now.''
To sum up, when you're having this kind of difficulty, try slicing and dicing it in a new way. Then you may be able to find your way forward.
2. Reason two: You don't have enough information or insight.
Sometimes I would struggle for hours before realizing I didn't have enough information. Lack of insight can also stop you in your tracks.
When you don't have enough information or insight, try this:
Decide the people you want to ask for help, and the questions you want to ask them.
Begin thinking about it at a higher level. For example, you may be writing about a merger between two companies when the higher-level issue might be the trend of consolidation in a specific industry or in business in general. Or, you might be writing about the breakup of a marriage without realizing that the higher-level issue is freedom and independence. As when you're gazing at a painting, try squinting your eyes and taking the longer view. Sometimes it helps.
Insight can be gained by seeing how others have handled the same subject or a similar subject. It may be time for a Google search or two, reading other books, watching other movies, or listening to other songs, etc.
3. Reason three: You don't have permission to finish.
By this I mean you have not psychologically given yourself permission to finish the project. Perhaps you don't feel you deserve to finish yet. Finishing is tantamount to achieving success. There are many reasons why people do not feel they are ready to achieve success.
When you don't feel you have permission to finish, try this:
Talk to yourself and listen carefully to what you say about the project and all the reasons you can't finish it, or why it doesn't come up to your standards. Then analyze what you're saying: This may help to give you permission to finish it or insight into how you can finish it.
And consider this: You don't want to bring something to market before it is ready. Doing so could be self-destructive. So, if you wait until you feel more confident, you may be giving yourself a tremendous gift. For the last few months I have made a point of actively manifesting, ''It will be done as soon as it is ready.'' If you live your life believing and manifesting this, it will relieve the pressure of finishing. Oddly, you may wind up finishing a project sooner than if you keep the pressure on. Obviously, self-imposed pressure can be detrimental; it can also cause illness.
4. Reason four: You don't have a clear conception of what the finished piece will sound or feel like.
This is self-evident: If you don't know what you're going for in a scene, a thesis, a chapter or an article, you will have no way of knowing if you've achieved it.
The key thought: Start with the end in mind.
When you don't have a clear conception of how the finished piece will work, try struggling. When nothing else works, give yourself permission to struggle. Give yourself permission to get it wrong, to write drafts that don't work. Struggle, if you must.
Sometimes I don't know how to write the next sentence, but I know how to write the sentence after that or the one after that. So I write what I know and then I go back and fill in what I don't know. You can do the same.
Again, reading or viewing similar works completed by others can be helpful. They may have left a trail of crumbs for you to follow.
Now that you know how to get yourself unstuck, give it a try!
--Chuck Lustig
HOW TO GET UNSTUCK
When it comes to writing projects, I used to spend a lot of time being stuck, so let me begin by claiming expert status. This is my Unified Field Theory of Writing Project Stuckness, meaning it applies equally to all writing projects: columns, short stories, theses, articles, poems, novels, brochures, operas, manuals, songs, musicals, business plans, sales presentations, speeches, product descriptions, screenplays, plays, video scripts and non-fiction books. Below I've listed the four reasons people get stuck and strategies for getting yourself unstuck.
1. Reason one: You don't know where to start.
Consider the doctoral candidate who cannot stop researching a thesis and begin outlining (there's so much more to know!), or the novelist who doesn't know where to start a story. Not knowing where to start often comes from being overwhelmed. The subject is so vast; you struggle to find the perfect entry point. Often you have so many facets you want to cover, you are unable to actually begin organizing how you will cover the subject or how the story goes, i.e., what happens first, second, etc. You're stuck.
When you don't know where to start, try this:
Remind yourself that there are two phases to practically any writing project. First, you ''dig up the clay,'' you research, even if it's emotional research. Second, you ''play with the clay.'' Whether it's an historic novel or doctoral thesis, there will come a time when you must stop digging and start playing. The truth is you will always want to dig more; you will feel regret; there will always be more to know! But you must shift from one phase to the other if you want to finish. (And doesn't ''playing'' sound like fun?)
List on paper all the places you could start. Then prioritize them. Decide what's most important to you about the subject, second most important, etc. The number-one item may be your starting place. Then go one step further: Consider that what may be important to you might be boring to your audience, or not as interesting. So, list on paper the topics that, as best as you can tell, are the most interesting to your audience. In each case make sure you are clear on why they are the most interesting. Then prioritize those topics. See if there are differences between the two lists. Perhaps the top ''interest'' item is your starting place.
If your piece is written from one character's point of view, try telling it from another character's point of view.
Or, accept that you won't find a perfect entry point, so stop looking for it. Just find the best entry point and begin. As Rainer Maria Rilke wrote, ''Whatever you do, or dream you can do, begin it. Boldness has genius, power, and magic in it. Begin it now.''
To sum up, when you're having this kind of difficulty, try slicing and dicing it in a new way. Then you may be able to find your way forward.
2. Reason two: You don't have enough information or insight.
Sometimes I would struggle for hours before realizing I didn't have enough information. Lack of insight can also stop you in your tracks.
When you don't have enough information or insight, try this:
Decide the people you want to ask for help, and the questions you want to ask them.
Begin thinking about it at a higher level. For example, you may be writing about a merger between two companies when the higher-level issue might be the trend of consolidation in a specific industry or in business in general. Or, you might be writing about the breakup of a marriage without realizing that the higher-level issue is freedom and independence. As when you're gazing at a painting, try squinting your eyes and taking the longer view. Sometimes it helps.
Insight can be gained by seeing how others have handled the same subject or a similar subject. It may be time for a Google search or two, reading other books, watching other movies, or listening to other songs, etc.
3. Reason three: You don't have permission to finish.
By this I mean you have not psychologically given yourself permission to finish the project. Perhaps you don't feel you deserve to finish yet. Finishing is tantamount to achieving success. There are many reasons why people do not feel they are ready to achieve success.
When you don't feel you have permission to finish, try this:
Talk to yourself and listen carefully to what you say about the project and all the reasons you can't finish it, or why it doesn't come up to your standards. Then analyze what you're saying: This may help to give you permission to finish it or insight into how you can finish it.
And consider this: You don't want to bring something to market before it is ready. Doing so could be self-destructive. So, if you wait until you feel more confident, you may be giving yourself a tremendous gift. For the last few months I have made a point of actively manifesting, ''It will be done as soon as it is ready.'' If you live your life believing and manifesting this, it will relieve the pressure of finishing. Oddly, you may wind up finishing a project sooner than if you keep the pressure on. Obviously, self-imposed pressure can be detrimental; it can also cause illness.
4. Reason four: You don't have a clear conception of what the finished piece will sound or feel like.
This is self-evident: If you don't know what you're going for in a scene, a thesis, a chapter or an article, you will have no way of knowing if you've achieved it.
The key thought: Start with the end in mind.
When you don't have a clear conception of how the finished piece will work, try struggling. When nothing else works, give yourself permission to struggle. Give yourself permission to get it wrong, to write drafts that don't work. Struggle, if you must.
Sometimes I don't know how to write the next sentence, but I know how to write the sentence after that or the one after that. So I write what I know and then I go back and fill in what I don't know. You can do the same.
Again, reading or viewing similar works completed by others can be helpful. They may have left a trail of crumbs for you to follow.
Now that you know how to get yourself unstuck, give it a try!
Friday, March 20, 2009
How to make everything sound better than it is.
I began my career in advertising where I was paid to put a marketing spin on everything I touched. I turned it into a minor art form. Very minor. In this EWA, we'll review the various marketing-spin claims and examine how they work. As you will see, you, too, can develop a knack for making everything sound better than it is.
Let's cover parity claims, self-referential claims and superiority claims.
Parity claims
The word ''parity'' means roughly equal, yet parity claims sound as though they are superiority claims. How is that possible? All I can tell you is that by a quirk of language, it is not only possible, it is an everyday accomplishment. Have you ever heard?
No other toothpaste fights plaque better.
It sounds like a superiority claim, doesn't it? But in fact, it's a parity claim. It simply says that no brand of toothpaste can do a better job. In truth, it is saying, ''Our brand of toothpaste fights plaque about as well as all the rest.'' But how much toothpaste do you think they would sell if they stated it that way in their advertising?
Other parity claims include:
You can't find a better (Fill in the blank).
There's no better (Fill in the blank).
And how often have you heard this encomium for public figures?
Many people have given back to this community, but no one has done more for the people than (Fill in the blank).
All that statement is saying: This person has done about as much as any other community leader, certainly not more! That's all it is claiming. But most people, upon hear those soothing words, have the impression they're hearing a superiority claim for dedication to public service. Not so!
Self-referential claims
Self-referential claims give the impression of claiming superiority by referring to themselves as the standard. How many times have you heard or read these claims?
Only (Fill in name of store) has (Fill in name of store) prices.
Or:
Only (Fill in name of store) can give you the (Fill in name of store) price guarantee.
Well, of course, only Circuit City can give you the Circuit City price guarantee. Then again, only Best Buy can give you their price guarantee.
Here are two classic self-referential claims. I'll bet you never even thought of them as such:
Are you strong enough (or good enough or smart enough) to (Fill in the name of an action, for example, to drive a brand of car).
That is what I call the self-referential challenge claim. Clever, huh?
What kind of (man, woman) drives a (Fill in name of car)?
Here the claim for a product is being made self-referentially, based on the people who already own it or use it. Logic: Customers who use these products are appealing, so the products or services they use must be also. This is the logic that led so many wealthy people to invest with Bernie Madoff. Makes sense to me. Doesn't it make sense to you?
Superiority claims
Even when one product is truly better than another or an entire field of products, it is rare that advertisers just come out and say it:
The Mavs are better than the Spurs!
Our language allows us to paint shades of meaning in a single stroke. Consider the gradations captured in the following statements:
Only we can make that statement.
No one else can make that claim.
Few can match that achievement or make that statement.
And consider this oft-used and rarely-apologized-for slam at the competition:
(Fill in the name) is the complete solution.
If (Fill in the name) is complete, everything else must be incomplete, right?
Stronger still:
Only (Fill in the name) is complete; everyone else's solution falls short.
So now you can claim to know a thing or two about claims. And the next time you hear one little girl say to another little girl, ''My dolly is better than yours because it's mine,'' you'll know she is uttering a self-referential superiority claim.
Now go forth and make everything sound better than it is. Please.
Let's cover parity claims, self-referential claims and superiority claims.
Parity claims
The word ''parity'' means roughly equal, yet parity claims sound as though they are superiority claims. How is that possible? All I can tell you is that by a quirk of language, it is not only possible, it is an everyday accomplishment. Have you ever heard?
No other toothpaste fights plaque better.
It sounds like a superiority claim, doesn't it? But in fact, it's a parity claim. It simply says that no brand of toothpaste can do a better job. In truth, it is saying, ''Our brand of toothpaste fights plaque about as well as all the rest.'' But how much toothpaste do you think they would sell if they stated it that way in their advertising?
Other parity claims include:
You can't find a better (Fill in the blank).
There's no better (Fill in the blank).
And how often have you heard this encomium for public figures?
Many people have given back to this community, but no one has done more for the people than (Fill in the blank).
All that statement is saying: This person has done about as much as any other community leader, certainly not more! That's all it is claiming. But most people, upon hear those soothing words, have the impression they're hearing a superiority claim for dedication to public service. Not so!
Self-referential claims
Self-referential claims give the impression of claiming superiority by referring to themselves as the standard. How many times have you heard or read these claims?
Only (Fill in name of store) has (Fill in name of store) prices.
Or:
Only (Fill in name of store) can give you the (Fill in name of store) price guarantee.
Well, of course, only Circuit City can give you the Circuit City price guarantee. Then again, only Best Buy can give you their price guarantee.
Here are two classic self-referential claims. I'll bet you never even thought of them as such:
Are you strong enough (or good enough or smart enough) to (Fill in the name of an action, for example, to drive a brand of car).
That is what I call the self-referential challenge claim. Clever, huh?
What kind of (man, woman) drives a (Fill in name of car)?
Here the claim for a product is being made self-referentially, based on the people who already own it or use it. Logic: Customers who use these products are appealing, so the products or services they use must be also. This is the logic that led so many wealthy people to invest with Bernie Madoff. Makes sense to me. Doesn't it make sense to you?
Superiority claims
Even when one product is truly better than another or an entire field of products, it is rare that advertisers just come out and say it:
The Mavs are better than the Spurs!
Our language allows us to paint shades of meaning in a single stroke. Consider the gradations captured in the following statements:
Only we can make that statement.
No one else can make that claim.
Few can match that achievement or make that statement.
And consider this oft-used and rarely-apologized-for slam at the competition:
(Fill in the name) is the complete solution.
If (Fill in the name) is complete, everything else must be incomplete, right?
Stronger still:
Only (Fill in the name) is complete; everyone else's solution falls short.
So now you can claim to know a thing or two about claims. And the next time you hear one little girl say to another little girl, ''My dolly is better than yours because it's mine,'' you'll know she is uttering a self-referential superiority claim.
Now go forth and make everything sound better than it is. Please.
Word Love
I warn you: Don't fall for words. Word love is unrequited. It's nearly as bad as falling in love with a statue or a spreadsheet! But, I must admit, I am a sucker for word love. I can't help myself. I love the sounds some words make when you put them together, like "A Hymn to Homonyms," a recent EWA. As you'll see below, despite my best efforts to take my own advice, a few words have warmed their way into my heart. I am uplifted by them. Then crushed by them when they make it clear they couldn't care less about my affections. Below: A few words I love:
Evanescent: Vanishing, fading away, fleeting
(''The evanescent glow of fireflies…'')
Diaphanous: Sheer, transparent or translucent
Aggress: To commit the first act of aggression
Caress: An embrace, a light stroking
(I particularly like ''aggress'' and ''caress'' used together. ''Shall I aggress or caress?'')
Lumpen: Dispossessed, displaced people who have lost social status.
(I see lumps of clay. ''These are the lumps of the lumpen.'')
Agon: A conflict, a struggle
(''Job had an agon with God.''
Parse: To examine critically, to break down in component parts
(''How could I begin to parse the sentiment behind that look?'')
Doleful: Sorrowful, mournful
Wayworn: Fatigued by travel
Coruscate: Give off or reflect flashes of light
(''They pulled up at the farthest end of a loop path that looked out over the great basin of the Gio Grade under brilliant, coruscating stars.''Bill Roorback, ''Big Bend'')
Swoon: To enter a state of ecstasy
Rapture: Joyful ecstasy
Confabulation: Easy, unrestrained conversation
Evocative: Tending to evoke
(''The fragrance was evocative of languid summer afternoons.'')
Sere: Dry, withered
Wizened: Shriveled, aged, white with age
Languid: Slow, listless
Rheumy: A mucous discharge from eyes or nose (sometimes snot)
Phantasmagoric: Deceptive appearances in a dream or created by the imagination
Languish: To become weak or feeble
Dear Reader: e-mail me your favorites.
Evanescent: Vanishing, fading away, fleeting
(''The evanescent glow of fireflies…'')
Diaphanous: Sheer, transparent or translucent
Aggress: To commit the first act of aggression
Caress: An embrace, a light stroking
(I particularly like ''aggress'' and ''caress'' used together. ''Shall I aggress or caress?'')
Lumpen: Dispossessed, displaced people who have lost social status.
(I see lumps of clay. ''These are the lumps of the lumpen.'')
Agon: A conflict, a struggle
(''Job had an agon with God.''
Parse: To examine critically, to break down in component parts
(''How could I begin to parse the sentiment behind that look?'')
Doleful: Sorrowful, mournful
Wayworn: Fatigued by travel
Coruscate: Give off or reflect flashes of light
(''They pulled up at the farthest end of a loop path that looked out over the great basin of the Gio Grade under brilliant, coruscating stars.''Bill Roorback, ''Big Bend'')
Swoon: To enter a state of ecstasy
Rapture: Joyful ecstasy
Confabulation: Easy, unrestrained conversation
Evocative: Tending to evoke
(''The fragrance was evocative of languid summer afternoons.'')
Sere: Dry, withered
Wizened: Shriveled, aged, white with age
Languid: Slow, listless
Rheumy: A mucous discharge from eyes or nose (sometimes snot)
Phantasmagoric: Deceptive appearances in a dream or created by the imagination
Languish: To become weak or feeble
Dear Reader: e-mail me your favorites.
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