Cut The Crap

Spike Jones of Brains on Fire has been having a reaction to all the bullshit he encounters day-to-day in online communities where marketing people drone on about all sorts of mundane, barely digestible topics.

Watching the Twitter stream on a daily basis, I see link after link after link teaching us how to be better marketers: “Twitter dos and don’ts,” “How companies can use Facebook,” “Why your company shoud be using social media.” And while there are somes great points (among all the junk), I feel we are forgetting how to act as people. We, as marketers, are hyper-marketing to one another. And it’s too much.

It’s too much.Can we linger on that for a minute? It’s too much.
A friend of mine just took a 31-day road trip across 22 U.S. states and had NO internet connectivity the entire way. He told me he wished the trip lasted 62 days.
It is too much. Like Spike says, we are humans. And humans aren’t wired for the always on media frenzy. We need real social interaction and we need quiet time to reflect and think and be.
Yesterday, I found this great video about screenwriting discipline:

Don Roos, who wrote Marley and Me and Single White Female writes for an hour a day. I love that kind of focus, and it clearly pays off for him. Yet, it’s hard to create that type of focus in an environment where the majority of one’s day is spent online.
You’re reading this at work, are you not? How many things are in your juggled head space at this moment? You need to concentrate on making ads, or crafting strategies, but you’re reading AdPulp, and working, and listening to music, and updating Twitbook, and processing a mountain of email, and…

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—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.