Slinging Delight. For me that phrase conjures up images of an old diner, where they used to sling burgers etc. Slinging Delight — it’s like slinging beans and hash, but in an advertising/e-commerce way. And it generates a lot more results. A lot more.
In fact, Slinging Delight is the Willy Wonka Golden Ticket to creating any kind of commercial communication. Or to rephrase the words of the guru of gurus (yet again, sorry Howard Gossage wherever you are) — “People don’t read advertising, people read what interests them and sometimes it’s an ad.”
Even if something is: depressing (much public service work), boring (much business to business work), or dumb (much package goods work) — you better find THE DELIGHT in it. So, sugar coated corn flakes get a giant tiger who roars, “They’re Greeeeaaaatttt!!!” Delight. A computer goes from being beige to bright white (or even rainbow colors) and says “Think Different.” Delight.
Delight doesn’t mess around. You know it when you feel it. You know it when you create it. And, if you’re trying to connect people with stuff they aren’t really looking for IT IS THE ONLY GLUE THAT WILL MAKE THEM PAY ATTENTION.
Think about it. Feel about it.
And start slinging some delight yourself. (Can you refill my coffee while you’re at it?)