After many, many, many revisions, a client (a dear and cherished client) recently emailed to confirm that the copy for a banner campaign was ready to go to the big boss for approval.
Ever the gentleman, he took the trouble to thank us for bearing with him.
“It feels quite crisp now,” he wrote.
I liked that. Crisp.
It felt like something Ernest Hemingway’s editor might have said after receiving the third draft of a chapter about courage and violence and drinking and being a man.
Of course, Hemingway didn’t have the talent to crack banner ads. But luckily for him, he didn’t need to, having shot himself 33 years before they were invented*.
* Fun fact: the first banner ad is widely believed to have been placed by AT&T on HotWired.com in 1994. The click rate: 44%.