How to keep your head

I'm sprawled on the sofa, a mountain of crumpled tissues beside me. 

My weary eyes focus on the glow of the TV where Olympic swimmers slice through water like knives through warm butter.

My phone buzzes. I ignore it.

This isn't Covid. At least, that's what the test says (although there’s a lot of that doing the rounds again). Just your garden-variety virus, knocking me for six.

I’m also sick of the news.

An endless summer cycle of riots, violence, hatred… and perfume for dogs. 

So I can’t work, can’t meet with anyone and can’t scroll through the hellscape that is my Twitter feed.

I can enjoy the Olympics, but that’s about it.

Why should you care? Because, as always, there’s a lesson in here for purpose-driven marketers and writers.

So what’s the lesson?

In times of stress, illness, the world going mad (always then) people crave authenticity and human connection more than ever.

People want stories they can relate to, not polished marketing crap.

They want the behind-the-scenes footage. The raw, unedited cut.

Because that's where the magic happens. That's where connections are made.

So next time life hands you lemons, don't just write about making lemonade.

Tell us about the pip that got stuck in your teeth. Share the story of how you got lemon juice all over the nice new sofa you spent a year saving for.

That's the stuff people can't help but read.

That's the stuff that makes them lean in, nod their heads and whisper, "Me too."

Isn't that what we're all after?

Somebody taking the time to give a little head nod in our sorry direction when everyone else seems to be living it up at The Party of Life?

Think about that the next time you sit down to write. Keep it in mind when crafting the marketing messages you’re putting out there.

So yeah, here I am, sick as a dog, sick of the news and sharing it with you.

Because that’s what’s happening.

And because maybe you're feeling a little sick of it all too.

And if we can be sick of it together, that's a hell of a lot better than being sick of it all alone.