CharlieMoger.com

MTV Networks believes it has found a better answer
for short-form online video advertising than the derided 30-second
pre-roll. AdWeek has the details.

"I don't get it, can you help me Dad?," my daughter said. How humbling is it to be stumped by fourth-grade math homework? Reduce fractions to the lowest-common denominator.

Recollections of mom's protests against my being left back due to this very fourth-grade deficiency freight-trained into my mind's eye as I surveyed the assignment. I don't know if my little girl saw beads of sweat forming in the underbrush of my mustache, but I felt it.

While editing copy the next day, part of me was still swaying aboard the remembrance express: reduce till it can't be reduced any further. Why didn't I ever learn that? Actually, I did. Because, as with fractions, so it is with good copy: Reduce to short sentences. Reduce to simple verbs. Direct action, direct result.

Just like this:

Here's the fraction-reducing rule for crisp copy: say something well. Say nothing else. Say it plainly, then shut up. After all, Gilding the lily betrays a lack of confidence in your message.

The reason, I never learned how to reduce fractions, by the way, is because the teacher never convinced me why I needed to know; 40 years later my Stella did.

A devastating fire, with the power to knock most off their feet, will only graze Houston’s Gallery Furniture. Mattress Mac’s indomitable spirit is matched only by his marketing acumen. Jim McIngvale is conducting a morning-after clinic on how to leverage good from bad:

1. Display authentic humility.
With millions blazing behind him, he spoke on live TV about his people, his faith, and the goodness of the city. In a moment when anyone might be forgiven for doing so, he didn’t make it about himself.

2. Move the story along.
Instead of wallowing and picking through the ruins, Mac is turning the page and giving his new second location press money can’t buy. He’s not only leading the story, he’s pointing where it will go.

3. Keep your brand on point.
Jim Macinvale sells furniture. He also doesn’t miss a beat: “we may not be able to give same day delivery for a little while…” He’s a master of brand focus.

4. Allow others to lift you up.
It’s deep in our American psyche to render aid to those suffering misfortune. Allowing that to happen creates a bond. The Gallery Furniture website is updated, saying thanks to the city and loyal customers. There’s a blog where the outpouring of support borders on maudlin. But, it’s all real.

Therein lies the nougat center of Mac’s persona: he is what he is and he makes no bones about it. Last night his surrender to grace carved a deeper level of character than years of charity support could provide.

In a moment of crushing darkness, JIm McIngvale’s sense of self projected a brighter light than the blaze behind him and used it to spell out: saves you money!

Newspapers delivered to your computer seemed a far-fetched vision of the future back then. 

Discounting paradigm-shifting realities can put you at risk of sounding dated and out of step like these news reporters. Speaking the language of your customer is your best protection.