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Amy Swift Crosby

the story is in the telling

Big Brands

Stella.

January 16, 2018 · By Amy Swift Crosby

I don’t often use this platform to criticize brands. I come from the school of thought that it’s more powerful praise the ones who are getting it right.

But having just come off the season of celebrations, I feel moved to comment on a campaign I’ve noticed.

I can’t seem to shake the irritation that bubbles up when I hear the current ad campaign from the beer brand Stella Artois. It touched a nerve. While it’s true that I am not the target audience, I can’t ignore the fact that it so blatantly misses the mark in its message. The copy goes like this:

“These days, rare moments are hard to come by…so host one to remember (with Stella Artois.)”

I don’t take issue with the campaign theme — hosting, and the celebratory themes around holding a meaningful gathering, are relevant and effective. But to posit that rare moments are harder than ever to find seems dead counter to what is actually going on in our world in 2018.
Culturally, politically, socially — and even spiritually — we’re living in a world that many are deeming “apocalyptic” at worst, and falling apart at best, with environmental, geo-political, genocidal and constitutional issues at the front of every headline.

From the conversations I’m hearing, I’d argue that we aren’t actually feeling that “special moments” are rare. I think it’s just the opposite. The way I see it, all moments of life — of being alive, of being okay, of survival, of any good fortune in the way of house, home, loved ones, job security, physical wellness, etc. — feel pretty special. In fact, it’s the daily, seemingly banal aspects of our lives, once taken for granted (perhaps), that so many of us have learned to appreciate.

I think the campaign was earnestly trying to say this same thing, ironically, but instead, said the opposite. It’s a question of paying off the theme, “Host one to remember,” with language that resonates with how people are feeling — but not articulating.

That’s the magic of good messaging. It’s usually a sentiment you couldn’t put your finger on, had not identified, or didn’t realize was true, that creates an “OMG, yes!” moment when a brand nails it.

Stella missed this opportunity.

Great campaign idea. Strong creative. Misguided payoff.

It happens to the best of us, but if I could take a crack at rewriting the copy, what I would say instead is this:

“Everyday moments are everywhere, and worth celebrating. Share them with the people who matter by hosting one to remember.”

Just a suggestion, Stella.

Big Life

Hello 2018.

January 9, 2018 · By Amy Swift Crosby

Hello Friends,

So here we are, nine days into 2018.

I wonder how each of you cross this annual threshold. Do you have a ritual? A way to close one year…or open the next?

I like to look back on the past year and see where I can connect the dots. Were there any patterns? Was there a set point? An overall feeling … or a series of independent messages that, only in hindsight, form a greater picture?

In my own life, 2017 was a year about boundaries. What can I live with…what can’t I? How can I help make something better, without giving too much? Where am I called to action? When do I give myself permission to devote my energy elsewhere? While these are questions (as they appear on paper), in my mind’s eye, I think of them more as statements. They function as an internal GPS. The moment they are presented…the answer reveals itself. The course, suddenly clearer.

Related to this was staying in the discomfort, acknowledging how it is and (just as much) how it isn’t. Being able to exist with multiple realities, various extremes, conflicting stories, opposing views; disappointments and victories, within the same minute.

I go into this year knowing that these themes may continue, but despite them or because of them, I will commit to putting one foot in front of the other, with full presence, integrity and service. I can’t really promise more than that. I do this knowing that there are questions I can’t answer, grief’s I can’t solve, aspirations that hold a future hope — but as of yet — little evidence. There is light and joy right here, under my feet, within reach, and also the things that remain unresolved — but not unseen.

How can I answer my own calling — when sometimes I can’t even hear it?
How can I watch for signs — but still do the work — whether they show up or not?

I’m not waiting for answers. That’s not the point of the asking. But if I had a resolution, being brave enough to ask the questions would be it.

This is my work.
What is yours?

Small Business

Resentment.

December 19, 2017 · By Amy Swift Crosby

Many years ago, early in my career, someone sent me a note that made me feel really bad about myself. I didn’t know what I had done to this person, someone who meant so much to me, but she was upset — and she felt wronged.

The note was vague and accusatory — with no specific incident cited — but it positioned me as “shameless” and “opportunistic.” I still remember how my stomach dropped, and truly, how my heart broke, mentally reviewing what I could have done to inspire these hurtful words.

I’m still thinking about it.

I don’t mean I’m actively still thinking about receiving the message itself, but the feeling it left, from a person I deeply respected and loved, still lingers in the corners of my mind, informing the decisions, feelings and interpretations going on in my life today. It’s in here …somewhere. I can feel it.

This is confounding. And, if I am honest, maybe even embarrassing, considering all the self-help experience I’ve accrued. But when I drill down to why it still feels so active in my psyche, I see that it’s because of a single feeling related to it that I can’t fully shake: I feel shame. I feel shame for being me — and in doing what was normal or natural — for committing a “crime,” in her mind.

Shame is the quietest emotion, and what it often turns into is resentment.

It’s the secret we keep about the wrongs we experience in private.
It’s the voice that says you deserved it, because whatever they said was true.
It’s the thing you might secretly think of yourself, that someone else just confirmed.

For me, it shows up as a grudge against self-promotion, success and ambition, because the contents of that note were about mine.

I don’t want to go backward, investigate, narrate or otherwise unearth the information. I don’t think that will resolve it. But I do want to stop asking for forgiveness, and permission…(from who, I don’t know).

None of us knows how we hurt people, unknowingly, over the course of a lifetime. But each of us likely does it. And it’s terrible to inflict pain, as much as it is to receive it. Ironically, shame can have a place in both roles.

What an insidious and malignant emotion.

And according to anyone who studies it — from Esther Perel to Cheryl Strayed to Eve Ensler –  it festers and grows when left in the dark.

Realizing it still existed, for me, has been healing in and of itself.
Writing this blog, and exposing it to the light of day, is a possible salve as well.

All I know is that I want to let the light in… on it…and anything like it.

Re-sent-ment (noun): Bitter indignation at having been treated unfairly.

I want to be free.

Small Business

Dismissed.

December 12, 2017 · By Amy Swift Crosby

There are usually a few paths to the same place.

A few weeks ago, on a Friday afternoon, just as I was powering down for the weekend, I found myself on the receiving end of a client termination email. And not just with me, this start-up had also ended its agreements with a dozen independent contractor team members, roughly ¾ of its day 1 working group, in order to re-org. Despite two years of working together, hours spent caring, crafting, cajoling (sometimes on Sundays), the mechanism (email) was perfunctory; the language cold and antiseptic. Each letter was identical.

It reminded me of the real estate developer who renovates, and then hikes rents, without providing any notice. Or the partner who critiques the deal, before supporting it, in order to demonstrate value.

While at first glance dissimilar, in all of these situations, the right thing to do isn’t what is in question: Companies need to reorganize or close, buildings need to be updated and rents (incrementally) raised, and ideas call for critical thinking before deployment. But there is almost always more than one way to do anything.

How we say no, give difficult news or cut ties often says more about who we are than the action itself.

Assuming most sane humans don’t fire people via Twitter or national news (!), the medium – phone, email, in-person, text — matters. As does the substance, tone and timing.

HR recommendations aside, having a human interaction with someone, even for a minute or two, goes a long way to preserving whatever goodwill exists. Yet some people fear opening a door into another person’s feelings or experience, because they won’t know how to shut it in a compassionate way.

But this reduces us to assets, talents and contractors, not teammates and people …who, among other sacrifices, missed putting their kids to bed or going out to dinner in order to help fulfill a last minute request.

My dad always said, as I was getting out of the car to go to school, “Goodbye sweetheart. Be nice to everyone.” Turns out, that’s not the collective rule of thumb out there.

But it’s really not such a reach when you try.

Small Business

Waiting.

December 5, 2017 · By Amy Swift Crosby

David Hockney at SFMOMA What is she thinking?

Almost everyone has waited on test results, a response to a big proposal, a return text from an important person. The mental wheels that begin to turn in these moments of vulnerability – the instant the wait seems too long ­— are often the lingering byproducts of insecurity, doubt and worth (Brené Brown has established an entire niche on this topic).

These days, I’m trying to see these moments as opportunities — as yardsticks — to gauge how I am doing. Maybe they could offer me a chance to check in.

I recently exchanged emails with a CEO about rates and scopes of work, not unlike other emails asking about “what would XYZ look like, and how much will it cost?” There was some surprise at the cost, and then a long pause. It was in this silence that I went inside for a minute, and checked myself: How comfortable could I be, standing in my value? How do resist reverting to doubt?

It’s an interesting test. I toggle between forgetting about it, remembering it, worrying for a minute, and then justifying myself. But in the moment, the mental gymnastics can be exhausting.

In this case, the value of the work the company does interests me more than the financial compensation. It wouldn’t be hard to work out a number of scenarios to work with them, because I believe in what they do.

Then why do voices still emerge in the quiet? Even after years of successful projects, happy clients, consistent work flow, things that should build confidence and establish a certain security, there’s occasionally fear that I’m not as good as I was, or think I am. That basically, my talents don’t merit what I think.

Maybe there’s humility in this interior dialogue. Perhaps it keeps my ego in check. In this way, maybe it’s valuable… to question our value… now and then.

Maybe it’s okay… not to feel okay… 100% of the time.

Or maybe that’s just being human.

Big Life

Artificial Deadlines.

November 28, 2017 · By Amy Swift Crosby

Some finish lines are self-made.

In work and life, when we think of limitations, we tend to think of them as a bad thing. At the same time, constraints also serve a purpose — and can be the impetus for actually getting something done.

More often than not, creative types appreciate knowing what’s not possible, so they can create within known parameters. Just as kids don’t ask for boundaries, but thrive within them, projects – in my experience – succeed when the walls, whether they be budget, audience or format, are known at the outset.

I recently attended a talk and book signing by the amusing, fantastic, handsome and eternally witty John Hodgman (Vacationland). During the Q&A, someone in the audience asked for advice on how to keep writing now that he was out of college and working in a bank (adorable). All the writers in the room of course knew the answer before he finished his sentence, but John said what we were all thinking:

“Create an artificial deadline. And then keep it.”

I find my own writing to be best served by a deadline because I know what I’m pushing up against. Even this blog has a self-imposed hard stop. My fantasy is that readers will be up in arms if it doesn’t show up in their inbox with regularity. But riot aside, I know that if I don’t publish once a week, I feel adrift. Writing helps me know what I think. So without it, I feel a loss. The fake deadline benefits from knowing how these stakes affect you.

The open road — as you may have discovered if you’ve ever tried to create/write/build something from scratch –  can be a paralyzing place. While I think it’s worth exploring, even a few decisions about what that thing is not going to be is immeasurably helpful in shaping what it is going to be.

It may come as a surprise, but I actually love responding to a creative brief; writing someone else’s speech, taking over a brand’s Instagram feed, channeling a founder’s voice, or even helping to craft an application to kindergarten as a favor to a nervous, non-writer parent. Why? Because it’s responsive. I know the job ahead of me. Copy writers are pro’s at becoming other people and in some ways, are professional channeler’s.

But there’s a sweet spot.

When the writing assignment looms too large, I do nothing.
When it seems too small, it feels transactional, constricting, and less sexy.

The perfect (personal) project has a wide enough berth for me to be expressive and brave, but enough of a guard rail to keep me from going off the road.

Manufacturing this magical highway, when it’s not mandated, is the work.

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About Me

photo of Amy Swift Crosby

I’m a brand strategist and copy writer. I mostly work with partner agencies or directly with the leadership or founding team at a brand. My primary mission is to connect design and messaging solutions to business missions. I work with start-ups and Fortune 500 companies, across beauty, hospitality, wellness/fitness, CPG and retail. This blog reflects my personal writing and explores our humanity – often as it relates to work, space, time and language. You can review my portfolio here or connect with me here.

Photo - Andrew Stiles

The Brandsmiths Podcast



Brand Strategists Hilary Laffer and Amy Swift Crosby tackle business questions with candid, (mostly) serious and definitely unscripted workshopping sessions. Guests – from small business owners to CEOs, executive directors and founders – bring their head-scratchers, hunches and conundrums to Hilary, the owner of a boutique creative agency in Los Angeles, and Amy, a copy writer.

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