I really enjoyed this behind-the-scenes essay by a copywriter — albeit, an unusual one.
Jason Toon works at Woot, a company that sells only one thing (a different thing) every day, and usually at a pretty good price. He writes the ad copy that appears with each of these products, and they are usually funny, isightful, and, well, different.
Today, for example, Woot is selling a pair of mice, once white, one pink. Instead of just giving the specs for the mice, though, Toon has written a little story about his-and-her mice, atop a wedding cake. It goes from endearing to odd and then all the way to pathos.
He does that every day. Except, of course, when the site has what it calls Woot-offs: a time when they sell maybe a dozen or two products, one after the other, in a single day. Those require a little more than the usual amount of work, and Toon didn’t think he could do it.
Turns out, he can:
That morning would have looked like any other to you. Me, at my desk, pondering the minutiae of some hard drive or LCD monitor or robotic vacuum cleaner. You wouldn’t have seen the crushing weight of the 25 product descriptions I had to write before I could claim my next sleep. I felt like I could barely breathe. I tried to commit every detail of my comfortable desk to memory, to savor during the unbearable hours at whatever my next job would be. I started typing, a doomed man, my doomed fingers dancing a macabre funeral march on the keyboard.
…
Along the way, I’d gained an enormous respect for hacks and hackery (in the old sense of cranking out anonymous creative work by rote, not in the computer-age sense). I’d always flattered myself with the self-designation of an “idea man”, a superior intellect whose brilliant visions were too valuable to waste his time actually carrying them out. But as I pounded out those two dozen joked-up pieces of marketing ephemera, my awe only grew at the comic-book illustrators and pulp novella writers and dance-craze tunesmiths who just got the job done, in the days when their professions earned them no respect and not much more money.
In a sense, although he doesn’t say so explicitly, he’s also describing journalists, or even bloggers. Not every word I write is golden — far from it — but there is a certain sense of accomplishment in just sitting down, banging something out, and Getting It Done. And then looking back over what you have written and noticing, with a professional’s eye, that maybe you did happen to turn a nice phrase here and there.
It’s not Shakespeare, but it’s something.
Read “The Hack Hustle: The Inspiring Story of the Slacker Behind the Woot-off“