"Your mother liked to go to funerals," my mother said from the front passenger's seat. She said this matter-of-factly to my father as he drove.
There was no acrimony in her voice. She spoke with as much bitterness as she might when relaying that Nipsey Russell was hilarious on Carson last night.
Which is to say, no bitterness at all.
I was 6 or 7, and I overheard her from my customary perch in the back seat—sitting on the carpeted bump in the floor above the axle. Facing backwards, rolling down the
highway, pretending that the big bench seat was my desk.
My head was below the front seats when I sat like this, so I literally and figuratively disappeared from view. My parents forgot I was there.
That was fine by me, because from my spot on the bump I could listen for every nuance in my parent's conversation—the way some nosy kids do even when you give them a fresh Mad Libs to preoccupy themselves so they
don't bug you.
When I drive on the highway now and I see kids strapped securely into the back seats of minivans with headphones on and staring into screens—watching Daniel Tiger or whatever on a loop—I feel slightly sorry for them. They'll never know the joy of free-range roaming of the back seat territory, liberated from five-point harnesses and side-impact protection.
But more importantly, those headphones mean
they'll never know how much front-seat conversational goodness they're completely missing out on. Sad.
The OG and Me
Anyway: My grandmother. I never knew her—she died before I was born—but I liked to hear the occasional name-check. Her name was my own name—she was the OG Ann Handley, so how can you not automatically perk up at that?
I've sometimes wondered why my mother said that about her mother-in-law all those years ago.
I thought of it while I was in Europe last week, when my brother-in-law, the husband of my oldest sister, died.
And then again this week, when I learned that the father of a close childhood friend had passed away. (I found out via Instagram. Because 2018.)
And again: at
the same funeral home as my friend's father was the funeral of a woman named Jean Love, who was the owner of Jean's Curl and Swirl, a local beauty shop where my mother used to go.
(I say "beauty shop," by the way, because that's what it was. And Jean called herself not a stylist but a "hairdresser," a word that technically means the same as hair stylist but still sounds outdated and a little silly, like calling jeans "dungarees.")
Before I went to kindergarten, I'd accompany my mother to Jean's. I have vague memories of playing on the linoleum floor, using the slack of electrical cords to create makeshift houses for my Barbies, and using the snipped ends of human hair to build "wigs" on their bright plastic heads.
God that sounds horrifying now. ("You played with electricity? And human hair?") But that was before parenting was
invented: When kids could get away with anything as long as they didn't make a peep.
Ron's Dad
At the funeral home last week, my friend Ron spoke about his dad, Arthur:
Arthur was a softball coach in town, and his private mission each season was to identify a "project"—the weakest batter on his
team.
Arthur believed he could make anyone if not a star hitter—at least a better hitter. He could take someone who always whiffed at bat and turn them into a "terror in the batting box," as Arthur put it.
Arthur might've been a volunteer coach in a small town working with a team of no consequence. But, still, he called himself "the World's Best Batting
Coach."
World's Best. I loved that story. And not just because Arthur himself sounds like a swell guy: You know it because his mission was, ultimately, not about him; it was about lifting up those around him.
But also because Ron's story held larger lessons:
1. Think of your own life, or your own work: What's your secret mission?
Too corny? No. You need this. I need this.
What is the thing that you aim to do that no else does as well as you? What's the thing you are World's Best at? Or seek to be?
I'm not talking about a specific job or a task. Your secret mission is
more personal and bigger than that.
My secret mission is this: I believe I can help anyone become a better writer. I believe I can help any business be a bolder, braver marketer.
But that's me. How would you answer this backseat-inspired Mad Lib? Or how do you hope to?
You are the World's Best
(noun)_____, and you can make anyone (verb)______.
2. No one bats alone. No one gets to be the World's Best Anything without a mentor. A champion. An Arthur cheering from the sidelines, coaching them to become a terror in the batter's box.
So find your Arthur, because we all need an Arthur to become the World's Best
_______ who can make anyone _______.
Maybe?
My mother is gone now, so I'll never know why my mother thought that the OG Ann Handley enjoyed funerals. I'm sure she didn't actually love the pain, the loss, the melancholy.
But if she was anything like me (or maybe if I'm anything like her) I can see how she might have found an
affirmation in them.
I can see how—laced between the sadness and the pain—there's often paradoxically a kind of optimism.
The World's Best.
If you've lived a good life, if you've nurtured your own gifts, and if you've lifted up those around you… well, isn't that all any of us really could hope for?
* * *
MARKETING
1.
World's Best Mentor
I almost wrote "World's Best Dick." That was his name, but still it
sounds disrespectful to a guy who was truly the best mentor I ever had. And more than that, this is what I believe every great mentor truly offers.
Read more here.
2.
Talk Therapy
"I wish I were less creative and my work more bland," said no marketer ever.
So why doesn't awesome stuff happen more often? (I'm obsessed with this question.)
My friend Carla Johnson thinks it's because too often bosses and their teams are stuck in a Nincompoop Loop that shuts down collaboration before it starts.
That's my term for it—not
hers. But basically it's too much negative feedback. It's the Marketing equivalent of a husband who trills cheerfully, "So where should we go to celebrate our anniversary?" and his partner starting off right away with "Well you know I hate Mexican."
Umm. OK.
Carla says teams need these two go-to phrases:
What if and
What I wish. Use them to up prompt creativity, collaboration,
a group hug, a round of high-fives, a pile of moolah.
Read more.
3.
Goody Too-Soothe
GDPR really is the
gift that keeps on giving.... SendGrid processed TWO BILLION emails on May 24, the day before it took effect—its second-highest total ever after last Black Friday.
If GDPR kept marketers up at night, now it can help put us to sleep: Meditation app Calm offers "bedtime stories for grown-ups" (guided meditations, soothing white noise, fairy tales, short stories). And now it's added highlights from the GDPR legislation to its lineup.
Seriously.
Spoiler: It's boring.
It's read by former BBC radio announcer Peter Jefferson (famous in the UK for his readings of the Shipping Forecast, a nightly maritime weather report with a cult following).
Soothe yourself here.
WRITING
4.
Pro Voice
Brand tone of voice is how our writing or copy sounds in a reader's head. It's vastly ignored by
most companies—especially business-to-business companies. This breaks my heart.
This Tone of Voice Generator by Portent can help.
5.
First Word
Problems
Here's the truth: Your readers are looking for a reason not to read... so I obsess over first sentences.
Most of us tend to take a running start at the start of any copy or content.
We squander those precious first few lines announcing what we are going to write about: "This post will look at the various ways to sew a sock
puppet."
Or justifying why we're writing: "Sock puppets have been delighting the sock-obsessed since 1964, when the modern clothes dryer started eating socks."
No no no. Instead, we need to get right into it: "Got an orphan sock? Of course you do. Well, have I got a project for you..."
My college journalism professor Charlie Ball was relentless in
surgically trimming the fat and fluff from the opening paragraph. "This is how direct and brief I want your lead sentence to be," Charlie said one day. "Dead. That was the condition of the body of a Caucasian male found in the park...." What a guy.
I absorb a lot about writing first lines every day by simply observing first lines in the wild: Magazine articles, blog posts, books. Try it. What grabs you? What doesn't? Why or why not? For
inspiration,
here are 25 great opening lines from literature.
WORK |
LIFE
6.
Two Books I'm Reading
The truth of this book drops in the
opening line (because #5 up there ^^ told you first lines are key): "We've all been told a lie about the nature of creativity." This book is real talk on how creative people aren't all that special or mystical, they just know a few things that you don't.
I interviewed author Allen Gannett at his Boston book launch party this past week. He is both generous and smart—the kind of person you want to support. Also, we make each other laugh. See?
This is David Sedaris's new essay collection. I'll write more next time about David. But, in the meantime, why don't you go ahead and refamiliarize yourself with his work?
7.
Click Hear
Speaking of Sedaris and creativity, Fast Company has a
new podcast called "Creative Conversation." And the first creative involved in conversation is Sedaris.
Best part: "When I was going through my old diaries...there were pages and pages and pages of other people's books that I would just transcribe in my diary because I wanted my fingers to know what excellence felt like.
"I can't necessarily write like those people. [When] you're younger, you begin by imitating
other people. But...as you get older, you think, 'That's amazing, what that person can do. And in the meantime, this is who I am and this is what I do.'"
You won't regret a listen
here or
here or wherever you opt in to your podcasts.
FINALLY
8.
Coal Lotta Love
Headline advice from 1903: Use the same word four times in a row, row, row, row.
And shoutout to the 20th century coal copywriter who waxed this gem: "Too much can not be said about the goodness of our coal...." (
h/t Alexis Madrigal)
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