A: I don’t know, but Mr. Foster does.
His first blog post (which is “the first wellness e-mail to friends, family and associates, sent about a month after being diagnosed with Advanced Renal Cell Cancer in May 2005”) remarked “Life is good. I fully intend to continue living it” and was titled “Hallelujah!”
I am going to revise my manifesto (hanging on the wall) by adding one bit from his blog. It’s that impactful. Good night.
That notion, however, shatters when Ms. Heather brilliantly decided to “omit the eggs… use Bisquick instant biscuit mix and prepackaged cooked chicken breasts cut into strips…” to make the Hurry Up Chicken Pot Pie.
I mean, we are talking about a freaking full-blown chicken pot pie here.
As a twist, I plan on sautéeing my diced chicken with salt, pepper and herb and putting some cheddar on top of the dough on the last 3 minutes of baking. You know the principle of “seasoning every layer”? Well, I can attest that it does really make a difference on the final product.
Shoot. I just found one more connection between these things: cooking and account planning.
“Seasoning every ingredient” in an account planner’s term means making sure that every single element that you chose to put in your brief/plan/copy is well thought of. For instance, Lynette always puts an emphasis on writing with loaded words that possess layers of rich meanings (‘seasonings’)—as opposed to staid, dull terms—all composed with the intent on inspiring the reader, not just telling them the facts. With seasonings, the word “word” could become “script” that acts out, “lyrics” that sings and “poem” that inspires. Without seasoning, the word “word” would only become, well, “word.”
See the difference? Here’s another twist.
If you “cook” those words the right way, be it in a brief, a plan or a piece of copy, not only will the “seasoning” effect becomes cumulative (in a “wow, I’m inspired to do great work” kind of way), but your overall brief/plan/copy will also amount to more than the sum of its parts. I can’t exactly define what it is, but you’ll know it when you see one. It’s the one magical element in the sentence that makes the readers go “Hmm… Now that’s unique.”
I guess that’s kind of like “cooking with love.” There’s a magic in that, too.