Failure worries dog life insurers

“Failure worries dog life insurers”  This was a headline in the Des Moines Register yesterday.  When I read this, I thought that with all the economic woes the country is facing, the failure of people who insure dogs just could not be high enough on the list to be the lead on the business page.  I launched into reading the article fully prepared to tsk and cluck and shake my head at a country so flush we can have dog insurance.  I also thought of the two Mastiffs my son and his wife keep and wondered if they have insurance for their animals.

Several paragraphs into the article, I couldn’t find anything about dogs.  I went back to the beginning. Maybe in my haste, I had read past the point.  All the way to the end. Still nothing about dogs.
 
I read the headline again.  I have been known to misread headlines.  But no. It said “Failure worries dog life insurers.”  
 
I read it again and again.  Finally. Finally. Finally, I realized dog was the verb. Worries was the subject!  I didn’t exactly slap my head, but I had to laugh.  “Hey, David,” I called to my husband. “Listen to this!”  We had a good laugh over my misread of the headline.  
 
I love a day that starts with a laugh.  And I’ll take a good laugh when I can get one. Even at my own expense. That headline is a keeper.

One new idea every day

When I published my memoir, Growing Up Country, my goal was to implement one new marketing idea every day.  With marketing I was finally in my comfort zone! After 30 years in marketing, I knew that even the best product in the world wouldn’t sell one unit if no one knew about it.

I was reasonably successful with that lofty goal and book sales showed it.  Now that I’ve had books in hand for over a year, I’ve backed off demanding ‘one new idea every day,’ but the week doesn’t go by that I don’t think about getting in front of people with my book somehow.
 
My latest marketing approach is to look for opportunities to write about childhood or farm memories. As we Boomers age, nostalgia is a natural and more media are responding to this interest. My book mention comes in the descriptive author tag.  Just last week, I wrote such a piece for the Des Moines Register’s fiftysomething insert.  Titled “Playing in the sky,” my recollection was about Dad and Mom helping us kids build and learn to fly kites. 
 
Whether this piece will result directly in book sales or not remains to be seen.  But what I do know is that having my name and book title in front of my target market pays off over time.  A gentle reminder.  

Just right

Along with many millions of other residents of Planet Earth, I was glued to my TV yesterday watching the inauguration of President Barack Obama.  As a public relations counselor for more than 30 years, I listened to his inauguration speech with one ear tuned to my own reaction and the other ear gauging how the speech would be received by the media and the public.

As President Obama spoke, I listened to the structure, the cadence, the content, the meaning, the message.  I listened for the memorable sound bite.  President Obama is certainly capable of soaring rhetoric, he could stand toe to toe with Martin Luther King, Jr., but in this speech, he did not deliver the one phrase that stands above all else nor did he whip the crowd to a frenzied peak. Was this a mistake?  I believe not.
 
Our new President spoke to the world on the topics and in a manner that were most appropriate to the occasion.
  • He spoke to who he is: “I stand here today, humbled by the task … grateful for the trust … mindful of the sacrifices” 
  • He spoke to a new outlook: “we gather because we have chosen hope over fear, unity of purpose over conflict and discord”
  • He spoke to our pride: “there are some who question the scale of our ambitions … but their memories are short. For they have forgotten … what free men and women can achieve when imagination is joined to common purpose, and necessity to courage’
  • He spoke to the world of a new America: ‘we reject as false the choice between our safety and our ideals’
  • He spoke to our strength: “I say to you that the challenges we face are real. They are serious and they are many. … But know this, America – they will be met.’
As I watched the faces in the crowd, I saw that people were drawing from the speech, the day, the experience, just what they needed. Each person would hear the phrase that spoke to him or her. President Obama didn’t deliver one phrase for everyone, he delivered one phrase to each listener’s heart.
 
He was presidential. He was a statesman. He was true to who he is – an intelligent, thoughtful, wise man. A leader.

Using the right equipment

People tell me writing a blog should be easy. After all, they say, I’m a writer. But from my perspective, being a writer makes it all the harder. I know how much I labor over the words in the articles I write, in the book I published. To spend precious time writing something that I don’t have to write … well. At the same time, I keep tripping across little things – having these little experiences – that I just know I’m supposed to notice, and write about. Today the little thing is YakTrax.

 
I’m a walker. Almost every day, regardless of weather, I head outside for a walk. Mother nature has thrown down the gauntlet this winter in Iowa, rotating ice and snow on a weekly basis. But I am not deterred. If the Alaskans and Norwegians can survive and thrive in all that snow, so can I. 
 
My theory is it’s all in being prepared, having the right equipment.  A face mask against the wind. Mittens that let me expose my fingers without freezing my hands. Still, before my husband came home with YakTrax, I resigned myself to the treadmill at winter’s first sign of ice. Walking every step afraid I’d fall just wasn’t worth it. But once I slipped these little gizmos made of rubber and metal coils over the soles of my shoes, I found I had traction. I could step out with confidence. I didn’t worry about falling.
 
In his book On Writing, Stephen King talks about how important it is for writers to have the right tools in their writing kits.  Perhaps writing a blog will be like YakTrax. One more piece of equipment I’ll discover lets me step out with confidence.