Toniq

Why bother? Ever feel like that? Do you ever wake up in the morning and think, no, no, nothing is changing, nothing is getting better, why bother? However, despite those negative feelings, you wake, rise, wipe the sleep out of your eyes, and you plunge into the day. Work, recreation, whatever is on the docket for the day, you dive into, and life goes on.

Sometimes, when we spend our days looking at screens and trying to write, it’s easy to forget the arsenal of power we have built in. We experience the world in far more than just words, screens, logos, headlines, posts, and calls to action. Smell, sound, texture, temperature, taste, physical space, movement. All of these things constantly gather information and attach themselves to experiences, whether we’re conscious of it or not. And that’s automagic.

This rant is for content creators and consumers of that content. I keep seeing the same things in your videos, and I need to address them yet again. I have written about this before, but I feel like it needs to be restated, so hang on, because it’s coming your way. I will keep this as brief as possible; I will.

That was the case recently when I walked out of Safeway, looking at my receipt to make sure I got everything on my list, when I heard someone shout, “TikTok famous, you gonna be TikTok famous.” I looked up, trying to see who had deemed me special enough to be famous, my head filling suddenly with images of big cars, beautiful women, and free burritos. I have no idea why I would be getting free burritos, but it’s my fame fantasy, so deal with it.

Now, the thing I have been doing wrong is using a fork to split the muffin. Apparently, the smart way, the right way to open or split an English muffin is to roll it in your hand while gently pressing on the sides, and the thing just opens. Just like that. And the article had a link to a TikTok user showing this rolling method. At the end of the article, there was a link to another article titled: 28 Everyday things You’re probably doing wrong.

How could I possibly do this, you may be wondering. How could I challenge someone to a duel and go so far as to shoot this person over a fast-food order? How could anyone be so casual and cruel? All good questions, and I hope my answer gives you some satisfaction and understanding. So, my answer is, of course, I didn’t do that. Of course I didn’t challenge a fast food manager to a duel, slapping him in the face with a glove.

And that’s what we get: videos of normal everyday people wondering what the guys with cameras are doing. Way back in time, when I was young, and dinosaurs roamed the land, and no one had a cell phone, whenever I saw cameras, I was curious because that usually meant a news story was underway.

Coming back to reality. Interesting. I wasn’t running from reality. My reality was going to be the same on that train or off. There are some things in my reality that even a change of scenery cannot change. I would still be me; I would still have the same fears, the same questions, the same doubts, etc. My reality would actually just be a change of zip code. But, if my plan had come to fruition, I would never have a different zip code. I would be in a shack on the beach, free from hands-on my time.

One of the best features of my town, for me at least, is the fact that Raymond Carver, the great short story writer, lived and died here. He is buried here, and this past weekend, I spent time sitting on a stone bench, looking down over the Strait and talking to Mr.Carver. I did this because I’m a bit stuck as a writer lately. I am having trouble forcing words onto the screen for work, and I have been completely unable to write a sentence for myself for months.

Once I realized I didn’t have to make small talk, or sound a certain way, or explain my life choices, I was able to let my mind go and really think about why I was there and what I was doing with my life — and the best part is, I didn’t have to explain it to anyone. I could sit by the river in silence, allow nature’s voice to fill the air, and just be present with myself.

I know this isn’t new territory; there are literally hundreds of blogs, articles, white papers that touch on this subject: being dry, having a block of sorts. I myself have personally written a few dozen blogs on the subject of drying up, of writer’s block or creative stutters, so no, dear reader, this is not a new subject, and this won’t be the last time I write about it, sad to say.

Now, I love a good scam. No kidding, I could watch people on the street fall for the shell game or, even worse, get their money taken from them in a game of three-card monte. I have spent my life with circus performers and some really good close-up magicians, so I know how both these tricks work. I am not nimble of finger, so I cannot do these tricks, but I understand the mechanics. And just that understanding allows me to enjoy these two games without thinking I can win or make some serious money.

Your brand has words. These words show up in style guides, urban guides, website copy, emails, and all other materials that are connected with your brand. If you’re smart, you’ve hired a copywriter, a pro who makes their bones on understanding words and putting them in an order that will sell your product, highlight your service, or just turn people on to your message.

Much like reading your horoscope and thinking that 680 million people will be experiencing the same thing you’re experiencing just because the moon was in Jupiter’s right front pocket at your birth and believing it, thinking that your team can plan a campaign that ensnares 680 million folks and they will all convert is a little … well … insane.

This isn’t a very upbeat topic, but it can be an enlightening one. If brands are people, then what would your brand’s last meal be? Not an easy question, is it? What does this final meal say about your brand? Who would think, yes, that meal is on brand?