Minutes ago, literally minutes ago, Luke Sullivan released an excerpt from the next edition of Hey Whipple (due out Feb 2012).
I read it. Re-read it. Then re-read it again. And I couldn't help but wish there was more.
The passage helped me remember how excited I was the first time I picked up Whipple. Lapping up page after page then doing it all over again.
If you don't have it already stop reading this and go buy it. It's probably THE book that takes someone from "interested in advertising" to "obsessed with advertising".
What makes the new excerpt special is that it is better than the book. He has added more about how much work it is going to be to make something truly special.
I forget where I read this metaphor, but what you get for your trouble is like the difference between a regular drinking glass, a good one, and Waterford crystal. A flick of your finger on the first yields a “tung.” A wine glass might give you a “tang.” But only Waterford will give you that unmistakable “ting.”
Tung. Tang. Ting. Don’t stop until you get to ting.
So pass this post on to any friends who might be interested in advertising. Print off a copy and put it up on your wall. Keep it as a constant reminder of what you are trying to achieve.
Because if you want to do something special or memorable or remarkable you're going to have to shoot for Ting. Every single time. And reading books like Luke's will help out tremendously.
Note: I don't like being derivative and repost stuff from other blogs all the time but this was too good to pass up.