Hitting the target

You're probably already familiar with targeted marketing. You might have also heard it referred to by that other name the monumental douchewhistles running Facebook and Instagram give it: relevant ads. You know, ads you'll appreciate interrupting your otherwise perfectly good scroll.

These are those creepy ads that appear within five minutes of you talking about something that interests you while you're in earshot of your iPhone, Alexa, Google Home, Apple Homepod or other digital assistant. Devices that listen in on your conversations even though at the same time the companies that make them are paying for ads and running interviews everywhere telling you about their committment to privacy.

I hate 'em as much as the next guy. But I have to admit, I'm at a meth-laced crossroads when it comes to this little number that popped up in my inbox.

If you've followed this blog at all, and with all that pandemic time on your hands you have no excuse if you haven't, you know I'm a fairly hardcore Breaking Bad fan. The fact I've binged it fourteen times was probably your first clue.

So a few months ago when Omaze was runnng a contest to have Bryan Cranston and Aaron Paul cook breakfast for me and a friend in the RV they cooked meth in on the show, it's safe to assume I entered. Several times. And then a few more for good measure.

But did I win? No I did not. Apparently Elissa and Heidi got to enjoy the breakfast that was meant for me. Apparently they forgot I am the one who knocks!

I may have gotten off track here. Anyway those nice folks (algorithims) at Omaze remembered and sent me the personalized invite to their latest contest to spend a little time with Walt and Jesse.

Now I'm not naive enough to think I'm the only one who got the invite. I'm sure everyone who entered the breakfast contest (and lost to Elissa and Heidi) received one as well. But it does make me reconsider my take on targeted marketing.

I guess the bottom line is I'm good with it as long as the ads are Breaking Bad, Springsteen or sushi related.

Hospital sushi

When my daughter was out here last month on her Christmas break from school in Iowa (don't get me started), she didn't do a lot of the usual things you'd expect students on break to do.

She didn't go to movies every night.

She didn't party with her friends at every chance.

She didn't go with her BFF's to Disneyland and stay until closing time, or until (SPOILER ALERT) Mickey and the other cast members take their heads off, hang up the costumes and head out to their second job. I'm sorry you had to hear it this way.

She didn't do any of that. Instead, she had her tonsils out.

Now, of course she could've had them taken out by someone in Iowa. But before you accuse me of being an overly protective, elitist west coast dad who thinks Iowa doctors—as educated, experienced, compassionate and stellar though they may be—just aren't good enough for his daughter, allow me to do it for you. You're absolutely right. (Full disclosure: it was an Iowa ENT who looked down her throat and said, "Oh yeah, it's your tonsils. They have to come out.")

So six days after she got home, her mom and I were in the Outpatient Surgery Center waiting room at Long Beach Memorial, biding our time until she came out of recovery. I'd like to mention her surgery was performed by our ENT, who also happens to have been Chairman of the Division of Head and Neck Surgery at Long Beach Memorial from 2008-2013, and is currently Chairman of the Department of Surgery at Long Beach Memorial and oversees all surgical divisions at the medical center.

I'm just sayin'.

Anyway, somewhere just shy of the halfway mark of the 8 hours we spent there, the wife and I were feeling a bit famished. But we weren't about to leave the premises in case the doctor wanted to talk to us, or they needed me to scrub in on an emergency surgery (I didn't go to medical school, but I did see 8 seasons of Grey's Anatomy).

So I made a run downstairs to the basement where the hospital cafeteria is, along with the morgue. Coincidence? I think not.

It was pretty much like every institutional cafeteria you've ever seen. But what caught my eye was the pre-packaged sushi. As you might know by now, sushi's one of my favorite credit card torching, bank account-draining meals. However the idea of hospital sushi was only slightly more appealing than gas station or car wash sushi. The good news was if it made me sick, I wouldn't have far to go for help.

I decided to go for it, but to also hedge my intestinal bet by buying a chicken salad sandwich along with it. As I think back on it now,I should have probably given more thought to the age of all that mayonnaise in the chicken salad.

When I got back to to the surgery center waiting room and started eating, I was spotted on a security camera, and the lunch police nurse was in front of me in a nanosecond letting me know there was no eating there as a courtesy to patients who weren't allowed to eat at least 12 hours before their surgeries. Like that was my fault.

But since my daughter was under the knife, er, laser, I didn't want to rock the boat. I decided to obey their rule. And by obey, I mean break it.

Since it was late in the day when I got back with the food, the only people in the waiting room were families of patients who'd already gone in. There was no one left for my eating to offend. I was still scared of Nurse Ratched, who was now sitting at her desk. So being the brave rule breaker I am, I put the sushi container in my wife's purse and snuck bites out of it when she wasn't looking.

Driving home after her surgery, my daughter wanted to stop at In-N-Out for a milkshake, one of the few things she was allowed to have for the next couple of weeks.

If I'd known we were going to do that, I definitely would've thrown the sushi back.

Emergency equipment

Parenting is much more an art form than a science. It's open to different styles, various interpretations and has different value depending on who's doing it.

But I think I'm safe in saying the one thing all parenting has in common is it's gonna cost ya.

Both of my kids have gone to out-of-state colleges, one in Texas and one in Iowa. Don't ask. Anyway the one in Texas transferred back here after his freshman year, but he still has a little gift I gave him when he first moved out.

The emergency credit card. They both have one.

It's the peace of mind card, the one that let's them take a cab home when they find themselves outside a club in the senseless murder district at midnight. The one that says use me at urgent care to stop the bleeding, or get antibiotics for the sinus infection. It's the airline ticket if they have to come home in a hurry.

Yes it's the credit card I gave them to be used in emergencies, but I now realize the other thing I should've given them is a long lecture on exactly what constitutes an emergency.

Buying posters from artists you like, new shoes, that cute sweater—you know the one, sushi because it's the best sushi place in Iowa (how many can there be?) are all examples of non-emergencies.

Yet every once in awhile, I put on my little green visor, open up the inter webs and go through the "emergency" charges my darling offspring have made. And almost every time, one or two of them will spring out at me like a Jack In The Box, or a coiled rattler.

That sound you hear is my wallet screaming.

I don't want to make it seem like they're on wild spending sprees with my money. They're not. For the most part, they let me know when they're buying something on the card, or they ask if they can.

But as any parent will tell you, it doesn't matter how old your kids get—they're always testing you and seeing how far they can push it.

And sometimes that means re-zoning the borders of Emergencytown right up against Retailville.

"I couldn't pick it up"

I started thinking about my life today. I know, I probably should've put some thought into it earlier, but we are where we are. And let me give you some advice: there's no percentage in it. Introspection, highly overrated. Like someone said, ignorance is bliss (see the irony?).

Anyway, as anyone who knows me will tell you, I much prefer floating aimlessly from one experience, one job, one car to another, and not trying to add up what they all mean or say about me as person.

I may have gotten off track here. In fact, forget I said anything.

But while I was in deep thought about my life, I was also finishing up the latest Stephen King scarefest, The Outsider. I highly recommend reading the first 400 pages anytime, and only reading the rest in the daytime. I was looking at the blurbs for the book on the jacket, and thinking what would the blurbs be about me, my life and my career (laughing hysterically for using the word "career").

And while I can't reach out to all any of the people I'd like to and ask for a blurb, I have a fairly good idea how they might go.

"I'm a master of horror, but nothing scares me as much as Jeff's writing. And not in a good way." - Stephen King

"He's always been there for me and the band, no matter how much we charged for tickets. There's one born to run every minute."- Bruce Springsteen

"Actually no one ever saw the show. Our ratings were so high cause Jeff binged it nine times. Might've been ten." - Bryan Cranston

"He likes the salmon very much." — Taka San, Koi sushi chef

Lecture series

I know one of the things that makes life a horserace is the fact friends can sometimes have differing opinions. God knows there's only a scant few who aren't fed up with me talking about Springsteen, Breaking Bad, sushi and Vegas as much as I do. I know it, you know it and the American people know it. Yet, I love those friends anyway. I have no choice—it's right there in small print on the friendship contract.

And, because I'm also passionate about certain points of view, I completely understand someone wanting me to see things their way. Often times, after giving it some thought or reflection, I will. I'll eventually come around to their thinking.

I'm nothing if not open-minded.

There are usually two approaches people take when asking me to change my mind about something. One is objectively giving me the facts to consider, and then allowing me to consider them. The other is bludgeoning me with their opinion, especially if they know I may not be entirely on board with it, and then continuing to bludgeon me when I don't immediately come around to their point of view.

Here's which way works better for me: Spoiler Alert: it's the first one.

There's someone I've followed regularly for a long time. I get a lot of good out of their teachings, and they've helped me view the world in a more compassionate, less fearful, more confident way. But recently I've had cause to question their character, and whether I should continue investing time in them.

Here's my process. First, I consider the context of events. I listen to both sides. I take into account the good I've gotten out of it until this point. Then, I make a decision.

What I require is a little patience from the person arguing the other point of view.

And the understanding that mocking, condescending and badgering comments—because I don't instantly agree with them—make it less interesting to give their argument the consideration they'd like me to.

And that I'd like to. Because I'm nothing if not a giver.

All the continual bombardment does is crowd the field. It makes me focus on the diversion and attitude, not the topic at hand. It does not make the argument they think they're making.

I get we're in a time when passions run high, feet get dug in, lines get drawn and everything is black and white. Gray area? That's just crazy talk.

Listen, I'm not a delicate little flower, and if you're my friend and you want to rant and rave at me, have at it. I'm a big boy and I can take it. But if you want me to take it seriously, here's some free advice: there's a better approach.

Why free advice? Told you I was a giver.

Headline story

Every copywriter has one. A headline they want to use, wish they'd used or are waiting to use. Usually these headlines, often never presented or sold, do nothing more than amuse the writer to no end. But here's the deal. If you work in an agency owned by a holding company (almost all are), with knit-capped, British-accented account planners droning on about consumer insights ("they want to 'engage' with the product - is social here?"), where every third word in kick-off meetings is disruption, then sometimes a good laugh is all you can hope for.

At one of the many agencies I work at fairly frequently that has a Japanese car account and is near a mall (no, not that one- the other one), I went out to lunch with a couple of my fellow copywriters. We went to this sushi place I can never remember the name of. It's one of two sushi places we lunch at. There's gas station sushi, the restaurant in the strip mall behind the Arco station with no parking, then there's the expensive sushi place in the industrial park with lots of parking. Who needs names? The expensive sushi place is where we were when this exchange took place.

The three of us wound up in a discussion of headlines we've always wanted to use. We all tossed out ones we'd thought of, and then my copywriter friend Victoria had one that still makes me laugh just thinking about it.

"What's wrong with you?" I almost did a spit-take.

I know, onscreen it probably doesn't come off that funny, and you did have to be there because ninety-percent of it was the way she delivered it. Without missing a beat, and with that annoyed I'm-asking-you-honestly-because-I-can't-figure-out-what-the-hell-you're doing-or-saying tone of voice. Plus the fact it just struck me as a perfect line for any client or product.

I don't usually invite my readers (pauses to laugh for imagining this blog has readers) to chime in, but I'd love to know some headlines you've always wanted to use. Post them here in the comments, or on my Facebook page where you probably linked from.

Just to make it interesting, when I get a good number of lines - assuming I get any - I'll put 'em to a vote. The writer whose headline gets the most votes wins a free lunch at the expensive sushi place with the good parking.

It's not like you were going to be using them anyway. So dust 'em off and send 'em in. If you don't, it means Victoria's going to be enjoying another sushi lunch.

And I'll be sitting here waiting to ask you one question.

You never forget your first

I think it's pretty clear that, judging from the very first ad I ever wrote which you see here, I was destined to become a world-class, award-winning, creative-championing, sushi-loving, lunch-taking copywriter. Destiny was calling. Or maybe it was laughing. Sometimes it's hard to tell.

I've covered my illustrious career path before here, so there's no reason to repeat myself. Other than I get to talk about myself again, and being an only child I think you know how happy that makes me.

But I'll spare you. If you don't know the world revolves around me by now, remind me to remind you again tomorrow.

I remember being so excited when this ad actually appeared in Reader's Digest I told everyone I knew about it. My friends, my parents, my girlfriend. It was a much bigger deal at the time. I'd be in supermarket checkout lines, and casually pick up a copy and flip to the ad, talking loudly about how I'd written it.

This tactic always seemed to work better when I wasn't shopping by myself.

Of course, as you can plainly see, despite my illusions of grandeur and for almost every reason, it sucked. Plus the junior art director I worked on it with was a notorious asshole known all over town. He eventually went on to own his own successful asshole agency, until he was thrown out when it was acquired by another agency that didn't want assholes. He was an extremely unpleasant part of my first copywriting experience. It wouldn't be the only unpleasant experience I'd have with this asshole, but that's for another post (guess what the title will be).

Anyway, since the subject of the ad was how the "bite-sized pillows" were designed, his breakthrough idea was to make it look like a schematic and put it on graph paper. I was new to this ad writing thing, but even then I still knew how to roll my eyes.

I shouldn't be too critical - after all, this is the ad that launched me into a career path I never expected, and one that's been very rewarding both personally and professionally. In hindsight, I now realize it taught me a couple of extremely valuable life lessons that I think apply not just to advertising, but to virtually every industry. To this very day, I carry these learned philosophies with me to every job I do.

First, whether it's an insurance policy, a work of literature or an ad, if you're going to put a product out in the world make it as creative, entertaining, informative, thought-provoking and relevant as possible.

And second, don't work with assholes if you can avoid it.

Secret identity

I'm just going to say it: Bruce Jenner's story and struggle resonated with me. And in light of Rachel Dolezal’s revelation she’s always identified as black, I feel inspired and moved to come out, and reveal the truth about who I feel I really am in my heart and soul since I was born.

I can now say this with pride: I identify as rich.

I relate to the rich experience. As long as I can remember, I’ve spent money when, where and as much as I’ve wanted, never concerned about running out or if more will come to replace it. I've gone to great lengths to change my appearance and behavior to look rich.

For example, I enjoy sushi immensely. And really, do people who aren’t rich drop a c-note on raw fish and sticky rice for dinner nearly as often as I do? Of course they don't. No sane person does.

Would a non-rich person take their car to the dealer to be repaired, knowing full well they'll pay at least twice what they'd pay at an authorized independent mechanic? I have my car serviced exclusively at the dealer. I have for years. My rich inner self wouldn't have it any other way.

I’ve operated for years on the philosophy that “if I spend it it will come.” This approach been particularly evident on my visits to Las Vegas. Speaking of which, there are dozens of low-price hotels there, but instead, I choose to stay at the Venetian or Bellagio. I realize what one night costs at these establishments is probably three nights at a significantly lesser hotel like the Tropicana or Flamingo. But I feel like need a shower for even mentioning those other hotels.

It's a reaction the rich often have.

Identifying as rich hasn’t been an easy road. Sometimes the bank, credit card companies and my kids’ piggy bank try to convince me I’m really not rich by birth. Well sure, not on the outside.

On the inside, I'm all champagne dreams and caviar wishes.

Someday I hope society will accept me for who I am and not judge. But until then, I’m willing to suffer the indignities that come with identifying as rich: waiting for the valet. Trying to get change for a hundred. Wearing socks more than once.

Thank you for your understanding and support as I introduce my rich personality to the world.

If you need me, I’ll be at the sushi bar.

Let's keep this short

Today is Super Bowl Sunday, so it probably doesn't matter what I write since no one will be reading it (I know, why is this day different from any other?)?

I've written here a couple of times, here and here, about my futile, humiliating, nothing-can-make-me-feel-more- stupid-with-the-possible-exception-of-my-children attempts to become a contestant on Jeopardy.

However, as I was watching the show the other night, it hit me like a bolt of what is lightning (see what I did there?). I've been applying for the wrong position.

Instead of contestant, I should be going for Jeopardy category writer. It's not like I don't know how to bring the funny. Depending on who you ask, I do it for a living. And those category titles and answers are short. Nothing I like better than short copy, with the possible exception of the paycheck that comes with writing it.

I always think the categories reflect the writer's personal tastes. So it'll come as a surprise to no one that my first Jeopardy categories would be Springsteen, Breaking Bad, The Godfather, Sushi Bars, German cars, Helen Mirren and Potpourri (have to keep some traditions alive).

Moving on to the double Jeopardy round, which is always harder, I'd have Movie Palaces, Star Trek, Stand-Up Comics, Seinfeld (I know he's a stand-up, but really, a category unto himself), Is This Thing On and Star Wars Geography (This planet was destroyed by the Death Star super laser in Episode IV: A New Hope...).

Unfortunately you can't go online to apply for the category writer job, so I'll have to see who I know and how to get stuff to them.

Another great job for me would be lotto winner. Working on that one as well.

By the way, it was Alderaan.

Same clowns, different circus

This is one of those posts that make my friends crazy, immediately emailing to tell me why I shouldn't have published it. I recognize they're looking out for my best welfare, which is what they think I'll be on if anyone who hires freelancers reads this. Duly noted.

Let me start by saying - as I've said many times before - that I've met some of the smartest, most creative, hugely interesting people working in agencies. Many of who form the first inner circle of great friends of mine.

If agencies were just populated with them I'd have nothing to write about.

But if you've worked at more than one agency, you already know, sadly, those aren't the only types that work there. There are about four or five personalities that keep showing up. Sure, they come in different packages, but essentially you see them over and over, coming and going at the agencies you work at.

There's Mr. Smarmy, who'd like to present my copy to the client, but "...I know you can do so much better." I don't think you're paying me the compliment you think you are.

Next, The Hostess, who really wants to like the copy, but "I just don't get it. And if I don't understand it, how will the consumer?" I'm going with the consumer's smarter than you are. Call it a hunch.

The Boss Man (not Springsteen) who brings their own work to the pitch, but promises "It'll be a level playing field. I don't have a favorite." It's okay. I didn't want to be away on production anyway.

Mr. Could'a Been A Contender, who recommends a director because "..when he took me to sushi at Urasawa I knew he'd be right for it." And besides, his reel looked great on that home theater system he gave you.

And yes, Mr. Hemingway, the copywriter who wouldn't mind making a small change, but "you have no idea how long it takes me to find the PERFECT words" You do realize the movie Precious wasn't about your copy, right?.

Here's what I know about clowns. Whether they're wearing big, floppy shoes, yellow power ties or hipster knit caps they've always made me uneasy.

Especially the ones whose noses aren't red.

Hot tuna

Good news for people who love tuna melts.

Radioactive bluefin tuna from Japan's nuclear disaster have made their way to the west coast. Think of them as 10 feet long, 1,000 pound mini-nuclear subs that have invaded the western waters of the United States.

I bet you can't guess what the officials are saying. Well, maybe you can.

They're saying that despite the fact the levels of cesium-134 and cesium-137 are ten times higher than in previously tested fish, the public shouldn't worry: the radioactive tuna is safe to eat. Of course it is.

The tuna fishing lobby says so.

Apparently the only thing actually in danger is the bottom line for sushi restaurant owners.

That's because now the spicy tuna rolls are really spicy. And the regular tuna rolls can't help cooking themselves.