Client rewrites

I'm doing something right now I'd advise anyone writing a blog not to do. I'm writing this post while I'm extremely pissed off. I know what you're thinking, "But Jeff, you're usually so funny and easygoing and levelheaded, what could possibly put you in such a foul mood?"

Well, I'll tell you. Clients who want to be copywriters.

There's a story I may have told before here, but it bears repeating. Paul Keye, who owned Keye Donna Perlstein, one of the great Los Angeles creative shops that isn't around anymore, wasn't just the creative director. He was also a copywriter, and a great one at that. He was presenting his work at a client meeting, and the client was being particularly dickish about it. Finally the client made some bullshit, insignificant, arbitrary change, like "the" to "a". He looked up at Paul and said, "What can I say Paul, I'm a frustrated copywriter."

To which Paul took a beat, then replied, "No, I'm the frustrated copywriter. You're an asshole."

Any copywriter who's been in the ad biz more than ten minutes has had the joyless experience of the client reworking their copy, with total disregard for what goes into creating it. Even when they like the copy, clients rarely get the nuance, cadence, subtlety, humor and rhythm of words well written. One of the most common places they take refuge is "I don't get it, how will any of our customers?"

Respect from clients for consumers intelligence is harder to find than a Christmas bonus.

Don't get me wrong: I'm sure occasionally a client will contribute something positive and helpful that doesn't make the copy sound like a strategy statement. Just like occasionally I believe I'll win the lottery, or Scarlett Johansson will return my calls.

If you think I'm painting clients in broad strokes and generalizations, take a look and listen to TV and radio commercials tonight. They were all client approved before they got there. We'll talk about the ratio of good to bad when you're done.

Originally this post was going to be about the subject of overthinking, but then I realized it's essentially the same thing. Clients examine copy with a magnifying glass the consumer will never use—assuming they even read the copy in the first place (you know the old saying).

It is endlessly frustrating with one client. The good news however is I have several who've been chiming in on how they think it should read. Copy by committee. Mmmm mmmm good.

Here's what I try to think about to keep it all in perspective. When Goodby had the notoriously bad Carl's Jr. account, they insisted on rewriting virtually everything that was presented to them. When asked about it, Jeff Goodby allegedly said, "It's a great deal. They write the copy and pay me." After it left, Goodby apologized to the staff for taking the business in the first place.

Whenever a creative chimes in with anything unflattering about the client, they're usually met with the fact that the client pays the bill and can have it the way they want. Thanks, but we already know this. I pay my doctor bills, but I don't get to tell him how to do the surgery. But then medicine isn't a collaborative sport like advertising. Which leads me to another thing: we're not curing cancer here. Don't get me started.

Here's the thing: this isn't my first rodeo. I know clients are always going to be changing copy, sometimes with the genuine intention of thinking they're making it better. And sometimes just because they're frustrated copywriters.

So I'll try to keep Jeff Goodby's comment in mind, along with my own personal motto.

The checks clear.

Clean machine

Having followed this blog for some time—and don't tell me if you haven't, I'm fragile right now—I bet you were expecting a picture of an In-N-Out Double Double with animal fries instead of the one you're looking at. I know. I'm as shocked as you are.

But the truth of the matter is I may have finally reached the point where I've decided to turn over a new arugula leaf.

One day I was talking to my friend Maria, who I work with, about the meal she was having. She'd prepared it herself, and not only did it look healthy, it looked delicious—two things I usually find mutually contradictory. Don't get me wrong, I suppose given enough lifetimes I could develop a taste for tofu and sprouts, but frankly I don't see it happening in this one.

Anyway, faced with going to the same five places around the office I always have lunch, and, you know, the chore of finding yet another thing to have off Wahoo's menu (the citrus slaw is overrated), I told Maria if she ever wanted to make a side gig out of it, I'd be first in line, cash American.

The good news is she took me up on it, so today is the first day of the rest of my life. Or at least the rest of my week. We've embarked on a pilot program—as a trial run, she's going to prep healthy, clean-eating lunches for me all week long, and I'm going to eat them.

Today's menu was Grilled Wild Shrimp & Veggie Quinoa salad with feta and pine nuts in a lemon vinaigrette. It was gluten free, sugar free, high protein, high fiber and low sodium.

I'll bet you feel healthier just reading that sentence.

Now look, I'm not going to go to extremes here. I'm putting off the Iron Man Marathon, the triathlon and tryouts for the 2020 Summer Olympics in Tokyo until we see how the week goes. I'll let you know.

What I will say is there are cupcakes in the kitchen at work, and after my custom-made, healthy lunch today I don't even have a hankerin' for them.

In fact, right now the only thing I'm craving is lunch tomorrow.

Everybody feng shui tonight

I was sitting with my work roommates today and for some reason, perhaps to avoid work, or maybe to avoid work, we got to discussing the Chinese pseudoscience of feng shui.

According to Wikipedia (if you can't believe them who can you believe?) feng shui "claims to use energy forces to harmonize individuals with their surrounding environment."

Whatever.

But I suppose since I was the one who started this discussion, I should probably see it through. So let's unpack this. Or at least rearrange it.

Years ago on the late great show Penn & Teller's Bullshit, they did an episode on feng shui (and by the way, feng shui has the same number of letters as bullshit—coincidence? I think not). They recruited several different feng shui "experts" and had them all work on the same room, and rearrange the same furniture to achieve maximum harmony with the environment. What's so amazing is each of them arranged the room in the exact same way, proving feng shui is real and they all knew exactly what they were doing and talking about.

I'm just funnin' ya. They were quacks, and monumentally full of, well, you know the name of the show.

Here's the thing: I'm rarely able to harmonize with anything, much less my environment. My energy flow, such as it is, gets interrupted on an hourly basis. And moving the bed out from under a window, making sure it's not directly across from a door or having it face east isn't going to change that.

In the example of feng shui you see above, apparently placing the bed over the stove is not a good idea. I'd add especially if you have a one-story house. But I think if you're sleeping on another floor, the stove is off, and the house isn't on fire, you'll be able to harmonize with your pillow just fine.

Feng shui "experts" always remind me of dog whisperers—those people who claim they can talk to dogs and tell you what they're thinking and feeling. If you've ever hired one, I can answer that for you.

You're thinking you have too much money and feeling like throwing some of it away.

At any rate, under the heading of don't knock it until you've tried it, I might just move my favorite chair closer to the patio window to bask in the morning light, align my chí and absorb all the energy of a new day filled with potential and possibilities to see how well I'm able to harmonize with my environment.

Plus I can see the TV better from there.

The polished man

It's been a little over a month since I last posted here, and judging by the endless flow of heartfelt emails and texts asking what was wrong, I've come to the conclusion I probably could've taken another month. Or two.

What I'm saying is thank you for your thoughts and prayers.

So here's the thing: when I think about other career opportunities from time to time, as many of my co-workers have suggested I do, hand model has never been high on the list. In fact it's never been on the list at all.

As you can see by the picture, unless I've underestimated the market for sausage-fingered, mildly spotted, chubby hands holding all kinds of consumer products, I'm probably going to stay where I am.

One other career I've opted out of is Photoshop artist. You can probably tell I tried to soften the visible wear-and-tear on my paws, although I'm not sure to what degree of success.

The one item that isn't photoshopped is the black nail polish on the pinky (really, what color did you think it would be?). Now I know what you're thinking, and no, I'm not going through my metrosexual stage or trying to upset my wife any more than I usually do.

There's a very worthwhile organization called Polished Man that raises awareness and money to fight violence against children. If you go to their website here, you'll get the whole story, including the reason a painted nail is the representative gesture.

Here's a fact: the reason only one nail is highlighted is because one child is a victim of violence every five minutes. It's a finger thing. And a math thing. And a sad thing.

If you want to support the cause, pamper yourself a little and get a nice manicure. And while you're there, ask them to polish one of your nails. Then go to the website and give time, money or support in any way you're able.

As far as jobs go, hand model is definitely out. But lending a hand to prevent children from being victims of violence definitely feels right.

"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

Mr. T-Rex

I'm not gonna lie. I can't wait for Jurassic Park: Fallen Kingdom. Even though it'll be the fifth installment in the series, after 65 million years it still never gets old.

After the primordial mess that was Jurassic Park 3, I thought for sure the series was extinct for good. But like a mosquito trapped in amber, sequels find a way.

Being a Hollywood kid I should've known better: never underestimate the power of recycling an old idea to make new money. Besides, even though Jurassic World wasn't great, it was fun. There were enough things about it I liked to keep me wanting more. Just like my high school girlfriend.

The story hadn't gotten much better, but the technology had. Those raptors and the T-Rex were looking mighty real. Plus Chris Pratt is a personal favorite, and always good for a laugh. Put that together with Bryce Dallas Howard running through the jungle in high heels, and you've got gold Jerry. Gold!

I'll never be too old to love dinosaurs, especially when they're running rampant, devouring bad guys and chewing the scenery. And I mean chewing the scenery. Judging by the trailer, it looks like it's going to be exactly what it was intended to be, and exactly what I'm looking for: a great summer popcorn movie, wildly entertaining and satisfying if you don't stop to think too much about it.

And if I'm wrong, there's always the next one.

Slumber party of one

On the list of things I love in the world, right at the top along with air conditioning, the Fastrak lane and good water pressure are naps.

If you've been following this blog for a while—and really, besides the writing is there any reason not to?—you know this isn't the first time I've written about naps. There was this post from back in 2014. But like money and love, naps are the universal language. I'm sure this won't be the last time I write about them.

As you can probably tell by now, I had a stellar nap today. I really had no say in the matter. One minute there I was sitting in the comfy of my favorite reading chair, reading the newest Stephen King book and trying to keep my eyes open (which had nothing to do with the book), and the next my head was hitting the pillow in the bedroom and I was out for two and a half hours.

Clearly, I'm not a power napper. Those little twenty minute catnaps experts keep saying are supposed to energize you? Not so much. They do nothing but make me groggy and unable to think. Which a lot of people think is my natural state.

The good news is after a long nap, I wake up refreshed and ready to tackle what the day has in store for me. Except maybe a good night's sleep. It's the cruel joke of a great nap—I pay for the daytime sleep with no nighttime sleep. I'll be up for hours because another thing my long nap does is take the edge off the sleepy.

Many times at work, I've felt myself start to nod off at my desk. And if I didn't share an office with three other people, I might just turn out the lights, close the door (yes, I have a door) and grab a shorter-than-I'd-like nap.

Right now my agency is undergoing a remodel, you know, to an open office space to make sure no one including me has doors. Don't get me started. Anyway, maybe they'll be forward thinking enough to build out a few nap rooms where people can go recharge during the day. Otherwise, I can just grab a few quick zzzz's the same place I always do.

In the status meetings.