Hasta La Creative!

Are “real” journalist’s capable of writing moving ad copy? I say, yes. And Virginia Heffernan of The New York Times is my proof.

Let’s watch her role with this lurid product description…

Our redeemer is Scrivener, the independently produced word-processing program of the aspiring novelist Keith Blount, a Londoner who taught himself code and graphic design and marketing, just to create a software that jibes with the way writers think. As its name makes plain, Scrivener takes our side; it roots for the writer and not for the final product — the stubborn Word. The happy, broad-minded, process-friendly Scrivener software encourages note-taking and outlining and restructuring and promises all the exhilaration of a productive desk: “a ring-binder, a scrapbook, a corkboard, an outliner and text editor all rolled into one.”

Ring, scrap and cork sound like fun, a Montessori playroom. But read on — and download the free trial — and being a Scrivener-empowered scrivener comes to seem like life’s greatest role. Scriveners, unlike Word-slaves, have florid psychologies, esoteric requirements and arcane desires. They’re artists. They’re historians. With needs. Scrivener is “aimed at writers of all kinds — novelists, journalists, academics, screenwriters, playwrights — who need to refer to various research documents and have access to different organizational tools whilst aiming to create a finished piece of text.”

Of course, journalists don’t typically write ad copy without a smirk on their learned faces. Lest we think Heffernan is truly out to sell, she brings us back to earth with this send off.

Let’s just say it: It’s biblical. And come on, ye writers, do you want to be a little Word drip writing 603 words in Palatino with regulation margins? Or do you want to be a Creator?

Still funny and dead on, but willfully over the top, as well. Not that that’s bad (from a journalist’s perspective).