Is it only autumn when the leaves brown?
Being broken bit by bit
Withering away ever so gently
By the time it’s winter.
A silent farewell midst a riot of
Oranges, yellows and browns.
Picture book pretty even as they die.
So delicate, so fragile
Crumbling at the slightest touch.
Do they never get bruised
In the lushness of spring?


For a fledgling copywriter, the most dreadful word is probably jargon.

It’s even worse than inertia.

It’s pretentious and flaky and makes you sound like an overzealous chimp who no one will ever be convinced by. And we all know how important it is to be convincing. The world runs on conviction, it really does. It’s what makes us wake up and face the day, because we convince ourselves that it will be a good day. Maybe even a fabulous day! Jargon kills conviction

It’s easy to get overwhelmed when you pick up that notepad and pen. You get the heebeejeebies. Too much pressure. Way too much pressure. I guess one of the most important things is to unlearn and deconstruct yourself and your thoughts in order to break out of a pre-conditioned mind. I did my Bachelors in English Literature and followed it with a Masters. In English Literature. So it has really been a literary overdrive for me and my feeble sensibilities. I am automated to veer towards adjectives. And puns. And metaphors. Meta everything, to be honest. What a breathtakingly meaningless exercise in shameful futility! (see what I mean?)
No matter how tempting it is to grab hold of a seemingly apt adjective, it’s probably better not to use it. Unless of course you are James Joyce. Then you can describe the ocean as ‘The sea, the snotgreen sea, the scrotumtightening sea.’ But you are not Joyce. And the article you are writing is not Ulysses (well, hopefully). So keep it simple and jargon free. I am trying to at least.Yesterday, while writing an article on a Christmas fair, I started by typing out “As the mist kissed winter morning enveloped the beautiful, dreamlike cityscape…” and stopped. It sounded terrible. Instead, I changed it to “The city woke up to a foggy morning and knew winter is here.” I liked it better, maybe you do too. I was reading THE Ogilvy’s Confessions of an Advertising Man, where he says “Our business is infested with idiots who try to impress by using pretentious jargon…Never use jargon words like reconceptualize,demassificationattitudinallyjudgmentally. They are hallmarks of a pretentious ass.”So true. For now, I shall try to adopt that in whatever I write.


Give voice to your impulse. Speak out loud. And clear. Because sooner than later, you’ll forget all about it.

 Speak now or forever hold your peace…

 Your mind might be a brilliant montage, a stunning kaleidoscope of creative compulsions. You should let it explode, give the catalyst. Speak about it.

 Speak about the divisions and statis in your thoughts, in the government, in filial affections. Speak about the trivialities of everyday life. About the daily subway journey to your office, the coffee shops you visit, the faces that frequent them, the faces that never return.

 Negotiate with the mundane and maybe it will reward you with something extraordinary.

Speak about your confrontations with an empty wallet on a Friday night. Speak about your disappointing business lunch, your annoying blind date. Speak about the blessed indulgence of five more minutes on sleep on a Monday morning. Speak about that movie you always meant to watch and finally did, alone, thankfully. Speak about the murderous thoughts you get about a stranger’s bawling kid in a movie hall. You shall not be judged.

Speak about the assumptions of a metropolitan life. About recycled New Year resolutions.

Speak about desire, and desperation. About moments of crisis and failed tests of character.

Speak about the danger lurking around the next corner you take. About sudden bursts of anger that threaten to underpin all the compassion in you. And how you overcome them.

Better still, write about it. Because writing lets you create your own dreamscape. No, it does not have to be a sensual soliloquy, heck it doesn’t even have to be coherent. You’re not scripting an epic monologue for a tragic hero coming to terms with hamartia.

Write for yourself. Write because it gives you freedom.