Earlier this month I was driving a pick-up truck. A Ford Ranger, since you ask. Powerful, comfortable and all the other things you’d hope a 2012 commercial vehicle would be. Probably reasonably economical as well, although I didn’t really check because I wasn’t paying for the diesel.
Anyway, it did its job even better than I’d expected. And when I’d finished with it, I parked it outside the farm office, handed the keys back... and wished I had my own pick-up truck.
This, I fear, is a symptom of being a copywriter. Understanding and appreciating benefits. Not just from my own perspective but from the viewpoint of other people. A pick-up truck is designed primarily to carry a variety of loads but I can also visualise its practicality as a family car. A taxi. A towing vehicle. A statement of personal style.
Okay, it’s not for everyone but then neither is an iPhone or a McDonald’s burger.
Why don’t I have a pick-up truck today? Because I’m not working for Ford, Toyota, Mitsubishi or any other maker of utility vehicles at the moment. And that means I can also sell myself the benefits of NOT having a pick-up truck.
Right now, I’m convincing myself about the benefits of catching the bus.
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