There’s power in words (in some more than others) and if the right hands string them together, well then you’ve got a damn good story. We know one such wordy girl, an enchantress who is able to tell an entire flippin’ fab story in a single word! Yes, that’s our very own Patty Lowry, our seasoned, spicy and very well-traveled copywriter. We repeat, she’s OURS, all OURS, so stay away.
Her words have texture and taste, a certain scent, a unique colouring – sensational hues that come from somewhere only Patty can go. Some of our clients have adopted her unconventional, Patty-birthed words for their campaigns; unique and memorable creations, just like the wordy girl herself.
Here’s a snapshot gallery of some of Patty’s branded words:
Ms. Patty Lowry is not afraid of taking it over the top, and sometimes that’s exactly what’s needed to lighten and brighten. Patty is our Princess of the Pen, our Poet of the Pencil, our resident know-how-to-craft-it guru no matter what writing instrument we throw at her! And no matter what white space she’s got to work with.
Take, for instance, the Genuine Health tote bag that many people have told us is so beautifully written that they don’t want to use it to schlep dirt-covered carrots from the farmers’ market; instead they just want to take the bag to their local art shop and get it framed!
Patty is currently working on a book on how to survive anything life throws at you – from a bad hair day to a broken heart – in 11 steps. We’ll be sure to broadcast about it when the time comes.
But for now, here is an excerpt:
How to be supremely happy
at whatever you want to be.
- Be you. You’re already the most awesome sauce at it in the entire universe galaxy! Shake your pom poms baby!
- Never listen to naysayers, bosses who are drunk by lunch, teachers who call you dumb, parents who think you are destined to be an excellent secretary, or scaredy-cat wannabes with inflated egos of their dullard reality. Always listen to strangers on the bus who spontaneously talk to you or themselves, children, animals and the voices… yeah, you know you hear them.
- Trust your gut. It tells you the truth 99% of the time. You know… that wonderful, peaceful, satiated feeling that you are doing the right thing… as opposed to the turbulent, horror-filled, vomitous ache that defies eating an entire family-size bag of ripple chips and onion dip drowned with a bottle of red wine (which, by the way, is a highly recommended pairing by gourmands and sommeliers worldwide).
- Make stuff up to validate your beliefs.
- Be fearless. Feel everything and rejoice. Shake hands with your fears, give them a hug, have a drink with them, then make a monster face and tell them to get out (Amityville horror-style).
- Crazy-ass spontaneous, imaginative, non-sensible combustion is way better and infinitely more fun than playing it safe.
- Replace the word need with desire.
- Embrace mayhem, madness and chaos – it is a prerequisite state in the process of evolution.
- Believe in something unbelievable, invisible and intangible.
- Embrace your inner psychopath. Don’t act on it – just tend to it.
- Lose the attitude. Develop a lovitude.
An Intern’s Perspective on Communication
By Nathaniel Heilbron, Intern Copywriter
Entering Trinity College in Hartford, CT, I was overwhelmed by the portrait I had painted in my head of what my post-secondary education was going to be like. I was concerned that whatever preparation I had done in high school was going to fail, therefore, I thought it would be in my best interest to take a couple of easy courses to warm up along with my English classes.
The first class I ever took at university was called “Life Stories”. I enrolled not because I thought the course would be interesting or that I would learn a lot; I took it because the professor had a reputation for handing out good grades with little effort from her students. This was exactly the class I needed to be in.
When I went to the class on the first day, I quickly skimmed over the majority of what I thought was a simple syllabus, but one project that caught my eye was to do an interview of a Hartford local. When prompted, the professor informed us that it was the highlight of the course. She was right. I did not know it at the time, but that project would change the way I perceived the world.
At the end of the semester, we were instructed to go out into the Hartford area and find an interviewee. Without hesitation, I knew to choose Toni the hairdresser. She worked at the barbershop just down the street from school and gave me a great haircut when I went to visit a few weeks into the year.
Toni is soft-spoken and always has something interesting to say. Now in her sixties, she moved to Hartford from Mexico City in her teens and soon after met her husband. She was initially a stay-at-home mom, but began to help with the household income by cutting hair as the bills piled up and her family was losing money to her husband’s diabetes medicine.
I respect Toni a lot and – no offence to my regular hairdresser back home – she gives one hell of a hair cut! The largest difference, however, is that I know Toni on a personal level, and wouldn’t have unless I chose her for the interview. In fact, I would have judged her, probably inaccurately, if not for the obligation of the project. Thanks to that class, I try to approach every person I meet this way, much unlike my former viewpoint.
It was because of the class, and specifically that project, that I am able to connect with people on a level I once could not, even with the people I consider my best friends. This mindset and intrigue of others is at the core of the human-to-human relationship. It’s about how to tell a story and how to listen to one – how to meet people you never knew existed, and experience personalities you never thought possible.
Our new world of communicating is full of watching but not really experiencing the human story first hand. I am certainly unable to experience everyone’s life story, but chipping away, stranger by stranger, tale by tale, makes this world a better place to live from my perspective. It makes it clear how much more diverse, more colourful, and more inclusive our world really is and can be.
If there is one thing that I have learned only a handful of days into my internship is that you must know your audience in copywriting and the advertising business as a whole. By the same token, you can’t know your audience, let alone the people that surround you in your daily life, unless you put effort into doing so on a personal level. This is the mindset that I believe will serve me well throughout my eight-week journey at TDC.
All it takes to start is a simple hello to a stranger.
|The SAIL Monolith||BIENVENUE Véro!||Tell it like it is. Word.||A Toy for Your Thoughts: This Is Not A Toy|