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Are “real” journalist’s capable of writing moving ad copy? I say, yes. And Virginia Heffernan of The New York Times is my proof.
Corkboard.jpg
Let’s watch her role with this lurid product description…

Our redeemer is Scrivener, the independently produced word-processing program of the aspiring novelist Keith Blount, a Londoner who taught himself code and graphic design and marketing, just to create a software that jibes with the way writers think. As its name makes plain, Scrivener takes our side; it roots for the writer and not for the final product — the stubborn Word. The happy, broad-minded, process-friendly Scrivener software encourages note-taking and outlining and restructuring and promises all the exhilaration of a productive desk: “a ring-binder, a scrapbook, a corkboard, an outliner and text editor all rolled into one.”
Ring, scrap and cork sound like fun, a Montessori playroom. But read on — and download the free trial — and being a Scrivener-empowered scrivener comes to seem like life’s greatest role. Scriveners, unlike Word-slaves, have florid psychologies, esoteric requirements and arcane desires. They’re artists. They’re historians. With needs. Scrivener is “aimed at writers of all kinds — novelists, journalists, academics, screenwriters, playwrights — who need to refer to various research documents and have access to different organizational tools whilst aiming to create a finished piece of text.”

Of course, journalists don’t typically write ad copy without a smirk on their learned faces. Lest we think Heffernan is truly out to sell, she brings us back to earth with this send off.

Let’s just say it: It’s biblical. And come on, ye writers, do you want to be a little Word drip writing 603 words in Palatino with regulation margins? Or do you want to be a Creator?

Still funny and dead on, but willfully over the top, as well. Not that that’s bad (from a journalist’s perspective).

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing affordable and effective integrated marketing solutions to mid-market clients.