Back when I was a young copywriter in 1992 or ’93, I was asked to write the company holiday card. This was no small honor—the place employed six or seven hundred people, so there would be a lot of eyes on it.
To be honest, I didn’t relish the assignment. Even then, I was a hard-core direct response writer; I didn’t dabble in poetry or creative writing much if at all.
So writing an inspiring and heart-felt holiday verse was a challenge for me. I felt like a break-dancer trying to ballet.
After several hours of struggle, however, it happened—a Christmas miracle! Like snowflakes swirling in a gusty wind, the words flew together to form a verse that was not only not totally embarrassing—it could almost pass for good.
I felt ecstatic. Or at least extremely relieved.
Alas, my euphoria was short lived. When I showed it to the graphic designer, he didn’t like it.
“It sounds too feminine,” he said.
This from a man who may well have inspired the word “metrosexual,” soon to be coined in 1994. (Freebird, if you’re reading this, I love you, man! You always did dress great.)
I felt deflated. I did everything I could to convince him. But try as I might, he wasn’t buying it.
In the end, we wound up doing a die-cut card in the shape of holiday sugar cookies with a contest-winning recipe on the back. There was a little verse inside, but as far as I was concerned it didn’t hold a candle to my earlier work.
Fast-forward 25-plus years. Now, thanks to my pack-rat mentality and the power of the Internet, this long-lost little verse will finally see the light of day.
You can see it below along with a nifty illustration drawn by the designer.
Happy holidays!
Happy holidays from The Cranky Creative!
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Ha! I remember all that. Wasn’t the card scented, too? I seem to recall, the customers weren’t exactly thrilled about the cookie scent; it overpowered all the good things about the card. Live and learn…
Mike, what a memory you have! I’d completely forgotten about that. Wow, those were funny days. Just don’t mention the “treats” I brought in during production of the Mexico catalog. Merry Christmas, my friend!
Rob the Hallmark poet. Love it! Merry Christmas!
Thanks, Secret Santa! “When you care enough to send the very best,” you ought not have a direct response copywriter write your card. Ha!