The Audubon Society describes the Roseate Spoonbill as "gorgeous at a distance, bizarre up close."
Aren't we all?
I photographed a small flock of Spoonbills last week. They were foraging in our golf course pond. The birds are born with an awkward wooden spoon for their mouth and a green face only a mother could love.
But when they take flight, their beauty and grace frame a stunning view of color in flight. I've been blessed to watch several Roseates in flight. Each flight is stunning.
Not every Spoonbill is so magnificently colored. Some of the birds are fully white. Their color is a function of their diet. Sadly, the white Spoonbills are nearly invisible when positioned near a Roseate.
Some marketing messages need a change in diet. The words in the message are remarkably forgettable. The message limps forward with an extremely vanilla word selection and missing pentameter.
We craft messages to help people. The last thing we intend for our message to be is forgettable.
Simon Cowell often asks poor singers, "Did someone tell you that you are a good singer?" The critique went downhill from there.
Many writers of marketing messages need to hear a similar question about message writing. If a marketing message is not colorful and penetrating, it's certainly not worth an investment of advertising dollars.
A marketing message must reach people in need with persuasive and empathetic writing. Words must pull an audience toward a solution for a felt need. Good writing is good teaching.
Words bathed in rich color take flight.
Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.
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