Here’s the story of how a crappy version of a song is getting way too much attention.

Part 1 of this post covers the message, a beautiful song composed and recorded by the late Dan Fogelberg.

Part 2 of the post shows how the marketing of a message is as important as the message itself.  We’ll learn a little about Internet marketing along the way.

Marketing must be as good as the message, Part 1 of 2

Dan Fogelberg

Years ago, Dan Fogelberg wrote a beautiful tune about Christmas Eve and the bittersweet experience of running into an ex-lover.  The song seeps with emotion and resonates with anyone who celebrates the holidays or anyone who’s ever loved.

The melody is simple and quite repetitive, but the tune is haunting.  The arrangement features a plaintive oboe and a shimmery saxophone solo.

The song is titled, Same Auld Lang Syne.  Pretty good marketing to out the word “same” in front of the title of the annual New Year’s eve chestnut, eh?

The lyrics are special and what make the song a classic.  The story recounts love and time lost, the innocence of youth, and the throbbing emptiness of what might have been.  Just when you can’t stand it any longer, the snow  . . . turns into rain, and the sax solo buries your heart.

Same Auld Lang Syne by Dan Fogelberg

Met my old lover in a grocery store
The snow was falling Christmas Eve
Stole behind her in the frozen foods
and I touched her on the sleeve

She didn’t recognize the face at first
but then her eyes flew open wide
Tried to hug me and she spilled her purse
and we laughed until we cried

Took her groceries to the checkout stand
The food was totaled up and bagged
stood there lost in our embarrassment
as the conversation dragged

Went to have ourselves a drink or two
but couldn’t find an open bar
Bought a six-pack at the liquor store
and we drank it in the car

We drank a toast to innocence, we drank a toast to now
Tried to reach beyond the emptiness but neither one knew how

She said she’d married her an architect
Kept her warm and safe and dry
She said she’d like to say she loved the man
but she didn’t want to lie

I said the years had been a friend to her
and that her eyes were still as blue
But in those eyes I wasn’t sure if I
Saw doubt or gratitude

She said she saw me in the record store
and that I must be doing well
I said the audience was heavenly
but the traveling was hell

We drank a toast to innocence we drank a toast to time
We’re living in our eloquence, another old lang syne

The beers were empty and our tongues grew tired
and running out of things to say
She gave a kiss to me as I got out
and I watched her drive away

Just for a moment I was back in school
And felt that old familiar pain
And as I turned to make my way back home
the snow turned into rain

The song is a great success story.  Not only was it a big hit for Fogelberg, but the tune comes back to life every holiday season. It’s a beautiful message that deserves to be heard over and over again.

In Part 2, we’ll learn how a lousy version of the song is getting tons of hits on YouTube–because it’s being marketed better than the other versions.

-Michael Angelo Caruso