COPYWRITERS AS GARDENERS

I have a garden, and I actually enjoy mucking in and getting things done. I’ve also learnt from experience that thinking ahead is essential. If you want to laze in a summer garden (let me tell you about my hammock one day), you better make sure you have things planted and trimmed in time – and that means months in advance.

So it was nice working on a series of brochures for Fiskars for the RRCO agency in Antwerp. The idea is quite simply to give people a few seasonal tips and pointers, as well as highlighting the products that they sell. Fiskars make high quality garden equipment such as cutters and weed pullers.

When I look at the amount of text editing, trimming and pruning that goes into the average campaign, I think there probably is a case to be made for the copywriter as a gardener. It’s also nice to see strategy being developed over a period of time, and being able to sit under the conceptual tree that you might have planted years before. Here’s a thought from Fiskars website:

If a person cannot love a plant after he has pruned it, then he has either done a poor job or is devoid of emotion.
-  Liberty Hyde Bailey

What we should be aiming at, of course, is the same thing in copywriting.