I have been a migraine sufferer for as long as I can remember. As a child I used to lie on my mother’s bed and thrash around in agony, holding pillows against my throbbing head. At other times I would try laying quietly, listening to my breathing and the sound of the blood pulsing around my brain.
Sometimes nausea would come unbidden, rising like a hot stone from my belly. And at other times my sight would dim and I could see stars in everyday things. And while the wonders of my body were amazing my mind, I was also battling with the combination of weird physical and mental sensations and wondering when it would all end.
The thing about migraines is, however, that non-migraine sufferers (NMSs) just don’t get it. NMSs think that a migraine is just a bad headache. Worse … NMSs think that there is an element of drama or acting in migraines (oh, my headache is so much worse than yours …!), and that the migraine sufferer is somehow weak. I had a partner who thought this way for years. The NMS does not understand that the migraine is unlike anything else you have ever experienced.
Why I am I telling you this? Marcus Brown has this great entry on his blog today that demonstrates EXACTLY why just anybody cannot write good copy. Good copy is also unlike anything you have ever experienced. (Hey Marcus, can you fix your trackback system — it doesn’t work.)
As I watched this video I actually felt my pulse start to race. I was beyond excited at what I was seeing. As Marcus’s old boss used to say:
Just because you can hold a bloody pencil and write your own name doesn’t mean you can write copy.
Interestingly, my partner did not understand migraines, or believe my experience until she too experienced a migraine. She felt the fear of not being able to make it home from the train. She worried about what may trigger a recurrence. Me? I secretly liked her new experience (ok I never said I was nice).
Now, if only others could see the advantages of a good copywriter! Let’s start with this video.
The copy in the video is the most exciting I’ve seen in ages. As is your description of a migrane.
I’ve noticed the sound problem on a few other sites but never on my own. Aparantly it has something to do with youtube. But it seems to be working now. Let me know if it isn’t.
Just read my comment again. Your description of having a migrane is not exciting. It is excellent. Brain to quick for fingers again.
Thanks Gavin.
Some people cry when they hear Opera. I tend to get all weepy in the presence of a compelling message- the ‘truth’.
Being a flute player I used to play musical exercises with a partner that are retrograde inversions- where the counterpoint is backwards and upside down. Both musicians read from the same notation but from opposite sides. I have NEVER seen this done with copy. What an experience. Genius.
Love it.
Signed,
Fellow Migraine Sufferer
Marcus … thanks for your kind words — this piece is seriously GREAT. And I loved the way you introduced it to us all as a personal story!
Cheers Gavin. Don’t thank me, thank my old boss Richard. I learnt so much from him, shame that I didn’t realise it at the time. I just hope this piece shakes up the wannabe copywriters out there and let them no there’s more to good copy that spell checking in MS word.
I’ve never assumed to be good at copywriting which is why I’ve kept my fingers off it. There are some people in the industry that have unfortunately not.
tremendous post (and not just because I’m a MS). I was wowed by your story–you storyteller, you–and the video as well.
It’s one of those pieces you need to ruminate on for a day. or two. but likely never forget.
There is a passage in the Old Testament that says “the more the words, the less the meaning, and how does that profit anyone?”
The opposite is true. The right words, in the right amount, in exactly the right order will profit nearly everyone.
Wonderful post dear friend!
Keep creating…great copy,
Mike
Simply… Stunning!
The text is fantastic, plus the video makes it even more obvious. I’d like to point that out : as simple as it is, the film brings another dimension to the copy as it forces people to visually play with its content. Excellent indeed!
Regarding migraines, brilliant description. It promises many links to people who just don’t know what it’s like! So, thank you for the post!