Starbucks' "Newsjacking" Attempt Falls Off the Cliff

Starbuck's attempt to "newsjack" deficit negotiations has fallen off its own cliff.

Last week, CEO Howard Shultz asked the employees at 125 Washington, DC-area stores to scribble the phrase "Come Together" on the paper cups they hand customers. 

But employees aren't cooperating.

I asked three of them why.

"We're too busy," one said.

"We can't remember to do it," said another.

"It's pretty stupid," said the third.

Lesson learned: There's many a slip between the cup and the lip. 

If you want to newsjack successfully, first get your employees on board.

Teach Your Children

Every year, Washington, DC's public schools spend more per child than any state in the nation ($29,409, to be precise). Yet DC's students continue among the nation's poorest performers in math and reading, and only 60 percent finish high school.

We understand the reason, as  our forebears understood it a century ago, when the following appeared in Gustav Stickley's magazine The Craftsman:

"Before the home can be expected to do its share toward solving this problem of education that now besets the country and puzzles the wisest heads among us, there would have to be some change in the character of the home. But of this we do not despair. The present tendency toward trivial pursuits and artificial living is merely the reaction from the hard and burdensome drudgery of household and farm work a generation or two ago. When the burden was lifted by the introduction of machines and labor-saving devices it was only natural that the pendulum should swing in the opposite direction and that work and education alike should be delegated to the organizations of trained workers outside the home.

“But it is pretty nearly time for the pendulum to swing back, and even now we are beginning to realize that lighter burdens and added leisure mean that we now have time for real life and moral and mental growth on a broader scale than we have ever known before. When we grasp the opportunity and utilize it for the training of our children, there will be no more ground for complaint against the schools.”

You can't change the "character of the home" in DC. But you can help increase literacy. Donate now to DC LEARNS.

Write Once. Edit Five Times.

Concerning copy, quintessential adman David Ogilvy once told a fellow writer, "I am a lousy copywriter, but I am a good editor."

To compensate for his lack of skill, Ogilvy would edit his own work.
 
"After four or five editings," he said, "it looks good enough to show to the client."

Lousy copy is king on the Web, where carelessness takes a back seat to craft.

Nonsense like this is the norm:

Reach all Convention attendees who opt in to receive a Convention Program (approximately 10,000) for the APA Annual Convention, Honolulu, Hawaii, July 31-Aug. 4, 2013. As an advertiser in this highly visible vehicle, you have a unique opportunity to promote your organization’s products or services in the APA Convention Program. Seeing your ad with your booth number ensures you are on each attendee’s “map”—reinforcing your booth objectives for the show.

Had the writer cared, a single edit would have bolstered her effort:

Make sure you're on the map! Promote your exhibit by advertising in the APA Convention Program, a must-read for 10,000 attendees.

Just imagine what five edits might do.

Next time you write, take Ogilvy's advice: Edit. Edit. Edit. Edit. Edit.

PS: For more good-writing tips from David Ogilvy, check out Branding Strategy Insider.

Why Your Trigger Happiness isn't Worth Our Harm

I'm troubled when a few Americans put their personal happiness on a pedestal above all others'.

That's what many gun owners are doing.

They stand their ground on the Second Amendment. But private gun ownership is a moral question, not a Constitutional one.

A majority of Americans can change the Constitution (go see the movie Lincoln, if you have any doubt). 

No one can change what's moral.

It's moral to respect another person's life. No Constitutional right invalidates that fact.

Constitutional rights may be curtailed to protect others from harms that can arise from the exercise of those rights.

I have, for example, a Constitutional right to worship freely. But it doesn't permit me to sacrifice humans (although human sacrifice might be central to my religion).

Right now, the burden is on gun owners to prove why unfettered gun ownership isn't causing terrible harm to others.

They can't.

That's because guns cause harm—by design—and are in too many private hands.

Americans have a moral reason to curtail private gun ownership, just as we curtail the ownership of dynamite, hand grenades and nuclear bombs.

Sorry gun owners: your trigger happiness isn't worth our harm.

With Web Videos, Short Trumps Long

Short Web videos are more effective than long ones, according to a new study by AOL.

The study found:

• For brand recall, short beat long by 25 percent
• For creating purchase intent, short beat long by 42 percent

Although viewers understand that ads are the cost of free Web content, they're adopting the same ad-avoidance habits TV watchers have (changing channels, multitasking, leaving the room, etc.).

To counteract those habits, the study says, you should produce short Web videos that include coupons, contests and links.