Part One (of Two)–The Message

Here’s the story about how a crappy version of a great song is getting much more attention than it deserves.

The essence of communication in general–and marketing, in particular–is to craft great messages that are easily received and digested.  But in a world of free electronic messaging, even your great messages must be cleverly marketed, if you want them to result in a behavior change such as a sale.

The late Dan Fogelberg

Here’s a two-part story about a musician named Dan Fogelberg and his song, Same Auld Lang Syne.  The first part of the story covers why the song has been so successful.

The second part of the message shows how an embarrassingly inferior version of the song is getting a lot more attention than another, more well-deserving rendition.

The song, Same Auld Lang Syne, is simply a classic.  Wistful and haunting, the tune practically seeps with emotion.  The arrangement features a plaintive oboe and shimmery saxophone solo, along with a snippet of the traditional New Year’s Eve chestnut.

It was clever to put the word “Same” in front of the more famous title, eh?

The lyrics are outstanding, as well.  The words tell a story of a chance Christmas Eve encounter and the bittersweet experience of reliving the past.  Just when the listener can’t handle another bit of sadness, the snow . . . turns into rain :

Same Old Lang Syne

Met my old lover in the grocery store
The snow was falling Christmas Eve
I 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
She went to hug me and she spilled her purse
And we laughed until we cried

We took her groceries to the checkout stand
The food was totalled up and bagged
We stood there lost in our embarrassment
As the conversation dragged

We went to have ourselves a drink or two
But couldn’t find an open bar
We bought a six-pack at the liquor store
And we drank it in her car

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

She said she’d married her an architect
Who kept her warm and safe and dry
She would have liked to say she loved the man
But she didn’t like 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 stores
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 now
And tried to reach beyond the emptiness but neither one knew how
We drank a toast to innocence, we drank a toast to time
Reliving in our eloquence, another ‘auld lang syne’

The beer was empty and our tongues were 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 at school
And felt that old familiar pain
And as I turned to make my way back home
The snow turned in to rain…

. . . and the saxophone finishes you off.  Cue the sobbing.  Pass the Kleenex.  No, the whole box.

These are a few reasons why this well-written song has endured through the years.  It’s a great message that is receives tons of airplay every holiday season.

In Part Two, we’ll discover how a shockingly bad version of the song is getting much more attention than it should.  And we’ll learn a little about Internet marketing in the bargain.

-Michael at www.MichaelAngeloCaruso.com