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The meaning of “The Weight” by Robbie Robertson and The Band

This week marked the passing of Levon Helm, the acrid-voiced drummer and vocalist for The Band and my neighbor in upstate New York. I had not realized there was confusion about the significance of the lyrics in one of their best-known songs, “The Weight”. Wikipedia currently tells us the song is about a visit to the Martin guitar company in Nazareth, PA which is total horseshit. Here are the lyrics, followed by the actual explanation:

I pulled into Nazareth, was feelin’ about half past dead;
I just need some place where I can lay my head.
“Hey, mister, can you tell me where a man might find a bed?”
He just grinned and shook my hand, and “No!”, was all he said.

(Chorus:)
Take a load off Anny, take a load for free;
Take a load off Anny, And (and) (and) you can put the load right on me.

I picked up my bag, I went lookin’ for a place to hide;
When I saw Carmen and the Devil walkin’ side by side.
I said, “Hey, Carmen, come on, let’s go downtown.”
She said, “I gotta go, but m’friend can stick around.”

(Chorus)

Go down, Miss Moses, there’s nothin’ you can say
It’s just ol’ Luke, and Luke’s waitin’ on the Judgement Day.

“Well, Luke, my friend, what about young Anna Lee?”
He said, “Do me a favor, son, woncha stay an’ keep Anna Lee company?”

(Chorus)

Crazy Chester followed me, and he caught me in the fog.
He said, “I will fix your rack, if you’ll take Jack, my dog.”
I said, “Wait a minute, Chester, you know I’m a peaceful man.”
He said, “That’s okay, boy, won’t you feed him when you can.”

(Chorus)

Catch a cannon ball now, t’take me down the line
My bag is sinkin’ low and I do believe it’s time.
To get back to Miss Fanny, you know she’s the only one.
Who sent me here with her regards for everyone.

Explanation:

The whole business about Nazareth, PA which is mentioned on Wikipedia is a total misdirection. This is a song about Jesus’ crucifixion and “Nazareth” fit better than “Jerusalem” in a melodic sense.

The “he” in the first verse is of course Jesus. The anonymous narrator comes off the dusty road as Jesus is about to be crucified and runs into him coincidentally. Jesus in spite of his larger concerns addresses the insignificant narrator… a frequently seen scenario in ancient runes like Beowulf by the way.

“Anny” and “Anna Lee” are amalgams of Mary Magdalene. Who was not a real person but a composite representing a flawed, all-too-human follower of Jesus.

The “Miss Moses” verse is simply a nod to Biblical characters, Jesus speaking to his tradition.

Crazy Chester is Judas. The “dog” is a metaphor for any situation in which somebody comes out of left field and imposes themselves on you and you feel oddly compelled to oblige. “Fix your rack” can be taken as a prevision of Jesus on the cross.

Time passes after this verse. I think the gap in time was informed not so much by Bunuel (which seems like total horseshit and misdirection) as by the films of Peckinpah and Bogdanovich popular at this time, which typically featured a sequence of individual set pieces adding up to a total narrative. It’s as if a couple of verses were written, then deleted. “Fanny” is both Mary Magdalene (not that surprising that somebody dying of crucifixion would confuse “Anny” and “Fanny”) and God.

That’s what the song is about. [This post has been updated.]

Beware, legal beagles at work

How would you like to win a new Ford “Focus”? Probably not a lot because putting the name in quotes is akin to a wink. It’s not really a Focus but a Yugo with a Focus skin of some sort. Or, it’s a cake in the shape of a Ford Focus. Whatever, your response is likely “do not want” and that’s bad news if there is a copywriter who wrote that promo and is getting paid for it.

I mused on this when I saw this ad in the NY Subway last week. And those aren’t really quotes around the word “Focus”. Click on the thumbnail and look at it full size and you’ll see there is actually a register mark after the “Ford” and a TM after “Focus”. WTF?

What is happening here is that some legal beagle is trying to justify their paycheck, unfortunately at the expense of yours. By mindlessly second-guessing the concerns of some other legal beagle in a second company who is also trying to justify their paycheck, they will insist on a trademark or register mark every time a brand is mentioned. They may also insist on the insertion of qualifiers when none are needed, eg changing “you’ll enjoy driving this car” to “you may enjoy driving this car”.

Why is this harmful? First because it’s idiotic. Second because the little rat-turd looking legal marks clutter up the visual appearance and make the copy difficult to read. Third because it removes any artifice that makes it seem that your communication is “real” vs. hucksterism.

I once backed a very senior legal person into a corner at a large publishing company. They told me that if you use a register mark or other qualifier the first time you mention a brand name on an element, and either credit the owner in a footnote or else simply say that “all trademarks are the property of their respective owners” then you’re good. If it’s a multi-component direct mail package you’d need to do this once on the outer envelope, once on the letter, once on the brochure and so on. Then you’re covered. Anything beyond this is legal self-gratification and self-manipulation and you should fight hard against it.

You are in the top 2% of copywriters… now prove it!

At the conclusion of my 2-day copywriting intensive for the DMA, there is a graduation ceremony. I tell my students thanks to what they’ve just learned, they have a better chance of success than 98% of professional copywriters… and I mean it. By understanding some basic selling techniques, how to organize and present their work, and how to manage copywriting as a business, they’re way ahead of the game in terms of winning controls, getting promotions, or making a living as a freelancer.

There is currently a great opportunity for you to prove that you’re smarter than the average bear, at least as a copywriter. The Marketing Sherpa/Optimization Summit people are having a subject line contest! The email’s already written (to promote the event, obv) and you just need to add a subject line which you will do by entering it as a comment. A few semifinalists will be chosen by a panel of experts and then these will actually be tested in email transmissions, and the best subject line gets a free pass to the conference. (It’s in Denver at a great time of year, early June, and it’s worth $1900.)

And, since the submissions are in the comments field, you can read what your competitors are coming up with. (Not all of them though; there’s a glitch on the website that keeps some comments from being presented.) You may well think, as I did after reading a few of them, that you can do better. So go for it!

If you want to brush up your skills before packing your bags, read a few posts from the Copywriting 101 category on this website. Or better yet, buy my book. And yes, I plan to enter the contest myself, so bring your best game sucka!

I saw what you did

Years ago, around the turn of the millennium, I was walking near the Conservatory of Flowers in San Francisco’s Golden Gate Park when I saw an impeccably dressed man blow his nose and then toss his tissue into the manicured garden. I was outraged at this behavior and also by the realization that, since I myself was too meek to beard him, he was about to get away scott free.

It was at that moment I decided to create an online bulletin board where people could register outrageous things they saw other people do. On some level, miscreants like this could be brought to justice if only in the mind of the poster. I registered the domain name that day: isawwhatyoudid.com.

That was a nasty and brutish era where there was no Facebook, no Twitter (imagine!) which today could serve the purpose of venting my outrage. I never got around to doing anything more with the concept and after a couple of years I let my ownership of the domain lapse. It was immediately snatched up by Warner Brothers, probably as the website for a teen movie they were planning. But the movie never got off the planning stage, they in turn let their ownership expire, and I bought it back again.

I think this website could still be useful today, for a somewhat different purpose. Above is a photo of an outrageously worthless product I bought at my local CVS pharmacy. It’s a travel-size bottle to be filled with shampoo or whatever, and it’s an abomination because the screw top doesn’t seal. If I had taken this on a trip it would have leaked all over and made a mess when air pressure changed on the airplane.

At $1.99 my reasonable response would have been to just throw it away, but instead I took it to CVS and got a refund and asked the cashier, a competent woman named Jodi, if she would report it to corporate and ask them to stop carrying this defective product. She said she would but I have doubts how much difference it will make. So let’s suppose I also record my story on isawwhatyoudid.com. In its new configuration the site is not going to be an organized BBS, just a soup of angst where people can post whatever they like (except there will be an adult content filter) and it goes into a searchable database.

Thus, months after my experience, when another customer has their Louis Vuitton toilet bag ruined by one of these bottles and sees that CVS was asked to stop selling them but did not, then they will have some fodder for appropriate action. Make sense? There will also be a tag cloud documenting the frequency with which certain words or phrases are used…. Unlike the tag cloud on this blog, which is created manually, it will grow organically like a boil to reflect current topics. Commonly used words will be excluded from the tag cloud and there will be extra weight for recency so it’s constantly changing and relevant.

Actually, I’m probably going to be too busy to do anything with this for awhile. If any of my readers wants to take this project on, shoot me an email.

The ultimate great client… my dad

My dad died a few days ago, peacefully, at the age of 96. As we prepared for the memorial service, I talked to a number of people who had worked with him over the years in his capacities as director and editor of the Southern Methodist University Press, publisher of the Southwest Review, and book editor of the Dallas Morning News.

I knew about his own personal trial during the McCarthy era: an SMU prof had published an anti-Communist screed with tones of anti-Semitism, my father responded with a critique in one of his publications, and the professor tried to get him fired and succeeded in getting him and colleague Margaret Hartley up before an tribunal by University officials on charges of disloyalty. They were cleared.

But I was reminded of countless other incidences of editorial backbone as when a Methodist bishop complained about the galley proof of a short story containing a good amount of street language. “Bishop,” my father responded, “you don’t talk that way and I don’t talk that way, but the character in this story talks this way so I’m going to publish it.” And he did. He never brought these incidents home and in most cases he never even mentioned them.

He was my own editor a few times for high school papers, critiquing punctuation or grammatical decisions which I felt to be negotiable. I never remember him actually suggesting I change the meaning of any passage but I know he did—so subtly that I did not realize he was doing it or so persuasively that I thought the change was my idea. In that sense he was the ultimate great client: standing up for the integrity of the editorial matter because his responsibility was to make it as good as it could be while retaining the author’s voice.

Thank you Daddy. Rest in peace, Allen Maxwell.

Happy birthday to my Prius battery

Marketing readers of this blog are probably unaware that there is a very active ongoing discussion, in the form of comments on several posts and reposting on car enthusiast blogs, about how long batteries should last in hybrid cars and what the manufacturer should do if they die prematurely.

Two years ago last month, the battery in my 2001 Prius quit, 8 months out of warranty but with just 70,000 miles on the car. I paid $3700 to replace it and lobbied Toyota Corporate to refund it without success. Two years ago this month, the good people at San Francisco Toyota informed me that they had gotten authorization through their retail dealer rep to refund the replacement cost in full.

I hope the two research physicians who purchased my Prius soon after that are enjoying their car; I expect it has many more years on its new battery. I hope that Toyota has gotten enough positive consideration to repay their investment in my vehicle; I expect that they have. And I hope that Doug Donnellan, who was then the manager of SF Toyota, has gotten further promotions; he is the kind of proactive, go-out-on-a-limb executive every company needs in these times, or any times.

If you want to know more about my Prius battery, the comments at the bottom of this post are a good place to start.

It’s halftime in America

I just about wet myself the other night watching the spot during the Super Bowl. Very gutsy that Chrysler would spend God knows how much to run a 2 minute spot that could only run … during halftime in a single football game. After watching I had tears in my eyes and was about to run out and buy a Chrysler 300.

But reviewing it today a couple of nits. Clint Eastwood does not have the Detroit cred of Eminem, even though “I’ve seen a lot of tough eras, a lot of downturns in my life.” (I wondered if he actually was born in the Motor City and looked it up. No: San Francisco, CA.) And honestly as the spot began I was thinking it was a Clint Eastwood voice imitator (he was there but in shadows) and by the time he showed up I was almost irritated that it really was Clint. And of course the parallel to the Hal Riney “It’s morning in America” Reagan ad was a distraction for anyone who remembered.

The observation that “the fog of division, discord, and blame made it hard to see what lies ahead” was also a calculated risk on timing which I think misfired. Carl Rove says that’s a political attack which is for sure protesting too much. The producers were simply going for a chord of empathy, assuming we would be in the midst of hard times when they made the spot but the economy seems to be looking up so it doesn’t ring true for at least one viewer.

So, I still prefer Eminem’s spot last year. But I still think I will buy a Chrysler in the form of that little Fiat that morphs into a giant woman dressed in red and black in another Super Bowl spot.

How to be a great client

I recently started working with a great new client. The relationship is so enjoyable and productive, I wonder why all client/creative relationships can’t be this way. If you are a client, here are a few things you can do to make this happen.

1. Care about your job. If you treat your advertising as just another mechanical process that you get paid for, it’s hard for your copywriters to get enthusiastic. The truth is that what you are doing for your company is terribly important because, like Roy Chitwood says, nothing happens until somebody sells something and your efforts are what make the sales begin. Believe in what you are doing and it will show and I will work harder for you.

2. Get your shit together. Nothing is more disheartening to me than to have a bunch of stuff dumped on me that my client hasn’t read and isn’t familiar with when I ask questions. If it’s not important enough for you to review and organize the source material, why should it be important to me? That overused word “curate” is relevant here. Like a museum director, you should curate the research documents so I can discover each one in proper context. And, needless to say, you should include a creative brief.

3. Set realistic schedules. Given enough money, yes I can meet that tomorrow morning deadline. But there’s a hidden price for that. I need time to explore options and if you always begin with an impossibly short deadline (doesn’t matter whether it is your own disorganization or client pushback, the net effect is the same) you will lose valuable creative development time while paradoxically paying more. It’s also much less satisfying for the copywriter or art director because they know the finished product might have been better if they had more time.

4. Provide constructive feedback. Don’t say you don’t like it. Don’t unilaterally rewrite it. Instead, tell me in as much detail as you can what you think of my copy and why. This particular great client couldn’t decide which of my headline approaches (long vs short) worked best so they put them in layout so we could both look at them together. Now I am falling all over myself trying to do the best possible revision.

5. Defend the work. Don’t come back and tell me we have to water down a marketing statement or replace strong copy with jargon because “sales won’t accept that” or “this may be too edgy for our reader”. You clearly outlined the project and any sacred cows in the creative brief (you did write that, yes?) and if the end product follows that direction your responsibility is to sell it internally. It is my personal hunch that push-back from sales is a sign of fear: they aren’t confident in their ability to do their job so every effort to support them is looked at with suspicion. Don’t get sucked into this zero sum game. Confidently defend your marketing decisions because you believe in them. (See #1 above.)

6. Say thank you. If you follow the above steps you will get a pretty amazing creative result so don’t forget to say you are grateful. And don’t be surprised if your creatives are just as grateful and continue to do their best work on your behalf.

7. Pay on time.

The relationship between copywriting and selling

Copywriting is the art of persuading someone to take action through your words. So is personal selling. A key difference is that the copywriter doesn’t have the prospect in front of them and can’t see how the pitch is going in order to fine-tune it based on your prospect’s reaction.

Copywriters can do well to study the techniques used by professional salespeople to improve their own skills. Especially if you are involved in lead generation, where your copy is essentially the first step in the sales process.

Starting today, I’m reprising and refreshing a seven-part series on why copywriting is like selling that was originally a key component of my Direct Marketing Association course. The remaining posts will be published between now and the end of the year. Hope you find them useful.

If you don’t want to wait, you can read all the posts right now in Copywriting that Gets RESULTS! Get your copy here.

Don’t be that guy!

Check out “that guy” on Urban Dictionary. It’s a meme for our YouTube centric times. Whether you’re Rick Perry who can’t count to three or the graduate who still attends high school dances, now your boneheaded moves are up for review and we can all shudder, and deliver bromantic advice, by saying “don’t be that guy”.

Another phrase which I thought was local in upstate NY is “I like me some….” It’s usually delivered in a self-deprecating way, as in “I have a Ph.D in Nanotechnology but I still like me some wings with Buffalo sauce.” A scholarly article suggests it is from the south but that’s in general referring to usage of an extra and unnecessary pronoun. I say “I like me some…” is a 2011 way to endorse something while simultaneously disavowing in case it turns out not to be cool.

Language is a moving target. These phrases might make it into long term usage or they might be the next “you’ve got mail”. (Remember? If you don’t, thanks for reading an oldster’s blog, young padawan.)

My father was a book editor and we used to argue, almost to the point of coming to blows, about the placement of periods within quotes. As in, Steve Jobs turned to Bill Gates and said, “My OS is better than your OS”. I say the period goes outside the quote unless we know that the speaker delivered a complete sentence vs. a phrase quoted out of context. My father said that the period always goes within the quotes, regardless, because otherwise it was impossible for the typesetter to keep track of the tiny slivers of lead.

Now that type is set on the computer, we can evolve. I am claiming the “acceptable usage” if not the “correct” badge on this one. And by the way, typesetter working with tiny slivers of toxic lead all day long? Don’t be that guy.