Say It Simply

“Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”

Some in my audience may be old enough to remember the above. It is the “slogan” for McDonald’s Big Mac hamburger. Perhaps one of the most successful marketing campaigns in history. If you ask almost anyone who was of learning age or older in the mid-1970’s, they can likely rattle off this list of ingredients today without pause and on command. I have not had a Big Mac in over 20 years but I will be able to remember exactly what one is, the very components it is built with, for the rest of my life. Textbook advertising. Yet, it is just a list of ingredients. Nothing more.
I love words. One of the main reasons I write is because of my affection for words and the ability to play with their framework and structure. I find it not only fun, but self-challenging. Nothing thrills me more than clever prose. Seeing something written with such deft skill and imagery that it causes one to gasp in the seeming death defying awe of it all. Yet, while other writers may look at such a thing and half-grin with knowing approval, what the reader often remembers, and what often has the most lasting impact, are the things that are said simply.