What Milton’s Satan Can Teach Us About Writing Business White Papers

Many of us still recall the five-paragraph format for writing papers that seemed to be a favorite of so many English teachers.

I’m not one of them, having preferred a more natural approach to writing where the argument fleshes itself out along the way. The freedom to play with the transition of ideas throughout the paper rather than how many paragraphs I could produce that–within them–followed yet another structure, the main idea of the paragraph followed by supporting statements. Blah. Yeah, I was docked a few times for format, but to me, it was the writing journey that mattered.

To help us structure our ideas and content, there’s a general rule in writing that goes something like

  • tell them what you’re going to tell them (the Introduction)
  • tell them (the Body)
  • and tell them again (the Conclusion)

Enter the “real-world,” out of academia and into corporate America. The 5 paragraph prescription doesn’t always work, and folks just doesn’t have time for you to tell them three times unless you’re really creative about it.

Turns out the time spent studying composition theory and writing research papers really was a fertile training ground not only for producing marketing collateral such as white papers, but also in writing things like project plans, business cases, grant funding applications, and just about every other form of business communication that goes beyond the transactional.

Who knew that writing “Satan, Sex, & Scripture: The Phenomenology of Sin in Paradise Lost” as a pompous young grad student would have a direct tie to my career in the private sector? To me this answers the question so many students in freshman English ask themselves and each other in classroom or on the campus lawn – what does poetry have to do with my degree, or my future career? Why do I have to read Shakespeare? Or Chaucer? Why are there no pictures in these books?

It’s because of the limitless opportunities these works present for students to structure and present their arguments “off the fence,” as one of my professors used to say. To take a side and think critically in order to defend it.

One of my favorite duties at “work” is writing white papers. The most recent are available here and here. The writing process for me didn’t much differ from that of my research writing days. And yes, ever the English major, both those white papers have semi-colons in their titles.

Those that read white papers are looking to solve a business problem, so the content has to be both informative and prescriptive. (Sometimes, the writer must first make that reader aware that they indeed have a problem.) It’s the equivalent of reading up on other critics of a literary work before beginning the research paper, then writing in such a way that the reader is guided in how to read the given literary work based on the writer’s interpretation of it. Other similarities include

  • facts and citations from credible sources,
  • an engaging tone that’s not too dry,
  • addressing potential objections early on,
  • a summary of the paper and its argument in the introduction,
  • and a conclusion that answers the question, “So what?” (Why should a literary work be read this way? Why will the ideas presented help me do business more efficiently or profitably?)

One thing you’ll notice on this blog is that I absolutely love language–the words and their rhythm, texture, room for interpretation. Because of that I’ll include from time to time excerpts of previous papers or short stories that I’ve written. And maybe the occasional piece of marketing fodder.

That said, below is the introductory paragraph from the paper mentioned earlier, “Satan, Sex, & Scripture: The Phenomenology of Sin in Paradise Lost.”  It does three things that are also important for the intro to a business white paper:

1) Establishes the author’s position on what will be the central argument in the paper (Satan’s character represents the Jungian notion of the shadow),
2) Addresses the opposing viewpoint (readers who are drawn to the character show evidence of their own sin),
3) Provides evidence to support the argument being proposed (Satan’s fall and temptation of Eve).

The ancients teach us that true knowledge of the self comes only after an examination of the other side—the vengeful, deceitful, contemptuous recesses of the psyche—in order to discover moral absolutes. As a symbol of evil, the author of sin and death in Paradise Lost, Satan becomes the archetypal, primal human being, in consciousness though perhaps not in form, and embodies the weaknesses inherent in mankind.  Milton’s Satan contains the other, darker, elements of the human psyche, the tendencies toward envy, wrath, lust, and pride that make us complete.  Identification with Satan signifies not the reader’s sin, as some critics have argued, but an active, positive response to otherness, facilitating the incorporation of human darkness which manifests itself as evil when repressed in the psyche.  Through his own fall and temptation of Eve, Satan offers the reader the means to recognize, confront, and consume her shadow, a Jungian signification for the dark or unacceptable emotions and behavior which reside in the unconscious mind.

Lessons in Business Writing from Aristotle

In a blog post for Avenue Right, I suggested looking to the rhetorical appeals as defined by Aristotle as a way to develop advertising content that resonates with a target audience.

I won’t regurgitate the full post, but what I did want to highlight here is how ethos, pathos, and/or logos should be used in any marketing materials or business communications to present a solid and persuasive argument.

  • Ethos refers to the appeal of the speaker’s character or authority. A good example of ethos in advertising is celebrity endorsements.
  • Pathos appeals to the audience’s emotions. It can be used to convey feelings of confidence and integrity in a brand, or to inspire a feeling or emotion that brings about the desired action.
  • Logos is logical appeal. This persuasive strategy is usually marked by facts, figures, and data.

If you’re interested in the full post on advertising content strategy, check it out here.

A Bit of Vodka & Sauerkraut

Since it inspired the name of this blog, here’s an excerpt of the short story Vodka & Sauerkraut. It was written quite a few years ago, when my writing style was a little younger, so to speak, and I’m fighting the urge to edit and revise as I copy it into this post. Remind me to write about that later – being a constant revisionist. It comes with the territory.

Here are the first couple sections of the story. Enjoy.

Vodka & Sauerkraut

Had I thought of it, I could’ve counted the time by the growth of the tiny cracks in the wood that makes up my windowsill, the years’ passing into a downward spiral etched into the green paint.  One winter, a hairy spider lived in the center, where all the little cracks came together.  But then it died.  Margaret killed it with my cane.

Summer is the worst.  The sun shines right in my window and dries the wood even more.  The cracks grow faster and sometimes little slivers of green come off.  Good for my philodendron, the sun.  The only plant I can keep alive.  A hardy bastard, that one.

And now I pass my days at the window, watching the cars outside always driving back and forth but never really getting anywhere.  As if it weren’t bad enough I laid there on the church floor with my bloomers blaring big and white for all the congregation to see, my shattered hip cemented to the floor like tuna casserole to the bottom of a cake pan.  If Jeremiah—my son—had been in church to help me into the aisle, this wouldn’t have happened.  My hip wouldn’t have broke and I’d still be at the farm, watching the wheat fields instead of this damn window.  But here I am, forced to eat three squares a day, and people always ask about my bowels.

During the day I watch the cars outside.  Once, I saw a cat get run over while it was crossing the street.  A white one, too.  Have you ever seen a white cat get run over by a Studebaker?  There’re not white for long, I’ll tell you that much.  I watch Bob Barker on the television just before lunch.  In the afternoons I sit by the window to watch the tumbling clouds, the treetops lush and full in the summer, then the first frost, bare branches shivering in the northern wind.

Suppertime can get pretty strange, when folks start their sundowning, and I go right back to my room.  The ones who are already a little off slide a bit closer to the edge, hearing things, feeling things.  But it’s no wonder, all the pills they pop into us old folks these days.  I take mine at six.  There’s one for this, and one for that, and this one’ll help you sleep at night, and this one gives you energy and makes your heart go thump.  None for me, though.  None of those that monkey with the mind.  Just a couple of vitamins and something for my arthritis, which gets pretty bad on account of my hip.

The old folks can get pretty worked up.  Calling out, an imagined conversation with inanimate objects and uninterested aides.  And if you listen real close, it’s like music from the past, the ribbon of what was that tangles in the brain, frayed at the ends.  It makes an electricity in the air that lifts the hairs on my back.  On nights when it’s real bad, I leave the dayroom to spend the night in my room, alone save for the occasional nurse’s aid barging in on her rounds to make sure I’m still kicking.  So far, I am.

*

“Ms. Opal?”  Margaret knocks softly on my open door, three times.

“Yes?”  I sit up on my elbow—wasn’t really sleeping—and reach for my glasses on the nightstand.  Damn near blind without them.  I pull myself up by the siderail on the bed and offer Margaret a tired smile.

She hands me my teeth and helps me swing my legs over the side of the bed.  I like when Margaret works.  She waters my philodendron without dripping on the bookcase, and sometimes she sits in my room with me to watch Lawrence Welk.  Sits right there on my corduroy couch while the rest of the aides do the rounds.  Laziness, if you ask me.  Her hair’s always funny, too.  Dyed two colors.  But she doesn’t get too excited about anything, and I like her just fine.

Margaret holds out my wool sweater and tells me it’s time for supper.  I prefer my housedress.  Who the hell goes to supper in a slip and a sweater?  Those loonies might, but I won’t.  Not me.  No siree.

“We’re having turkey and mashed potatoes tonight,” she says.  “And apple crisp.”

“Whoopee.”  I grab the cane leaning on my siderail and hoist myself up.  Used to be taller, back in the day, walking upright and proud through the halls of my school, shiny chestnut hair raining down my back.  Now I’m a shell, curled inward and looking forward to nothing because I already know.

I tell Margaret, “We have that same crap at least three times a week.  It’s just that sometimes they call it something else,” I tell her.  “Like that turkey hotdish when they take the same old dry potatoes and the brick of stuffing and mush it together.”

Margaret laughs and her smile shows the gap in her front teeth.  I grin, then pop my teeth in and chomp them together.  She seems to think it’s pretty funny.  To me it sounds like banging a couple of butterdishes together.  I settle into my housedress and follow her into the dining area.  I stop next to the chair furthest from the piano—only two big pillars and a few tables to separate me from Bertha wailing “Remember the Red River Valley” as she accompanies herself on the piano, her fingers bent and shaped like bolts of lightening.

Margaret pulls the chair out for me.  The little old lady with the white hair, white sweater, and glasses.  That’s all of us.  And I take my pills at six, at the table.

From the dining room I hear, “Vodka and sauerkraut!  The spices of life!”  Phyllis.  She gets stuck on a phrase and says it all day, chanting it again and again, a nursery rhyme with no apparent rhythm, flat and familiar like the food they serve.  It’s funny like that.  There’s hardly a one of us that’s ever done anything wrong, and here we are, inmates on death row with nothing but three hot meals, a rubber mattress to sleep on, and a pot to piss in.  If you’re real lucky, you get one by your bed so you don’t have to get up at night.

Margaret helps Clarence sit down across from me.  He lives down the hall, close to the nurse’s station.  The poor old fellow wanders for hours, searching for his wife, Irene.  He calls her name all the time, short and quick like a dog’s command, then a drawn out plea—Irene!  But she had passed giving birth to their only child.  Lucky for him he doesn’t remember that.

“Goddammit ya wh-whore!”  Rose’s raspy voice rises over the dirge of activity, the rattle of pills in the medicine cart, the splashes of juice spilled on the floor, the urgency of call lights down the hall.

“I do not have to sit here, you.  You floozy,” Rose erupts again.

Margaret smiles across the tables at the other aide, a gesture of support.  A kind soul, that Margaret.  The aide, a plump young woman with her bangs in her eyes—how I hate that—pushes Rose up to the table and backs away, blushing.  But Rose keeps at her.  And the worst part of it is that my ears have become accustomed to her foul mouth, and I dare say that sort of behavior no longer strikes me as odd.

“—seven kids and three dead husbands.  Took care of them all by myself!”  Rose is never too clear how many kids she had, five, seven.  Once she even said ten.  “And look at you!  Still wet behind the ears, telling me when to sit, sleep, eat, and shit!”

But none of the aides are around to hear that sour old Rose, and she’s not hollering at me, or even looking my way, but sort of up and to her left, her toothless mouth twisted into a grimace, as if a little angel or, more likely for her, a devil, sits upon her shoulder, and she disagrees with its counsel.

Sometimes the past, well, it just comes up and takes a little bite out of the present, steals little slices of time and replaces them with things that have already happened, in a different life, a newer life.  Some of those old timers don’t even know their own kids anymore.  I swore I wouldn’t know Jeremiah no more, until he got me my private room.  At first I was thrown into a room with a miserable old bat who did nothing but complain about her arthritis or her gout or the corns on her scaly feet or the rash on her be-hind.  You get the idea.  A person could get old sitting here naming all the things that’ve gone wrong with old Ethel Schlightenburg.  So I told Jeremiah I’d dissolve the trust and leave everything to the pet shelter downtown if he didn’t see to it that I got a private room.  I would have done it, too.

Margaret is over by the piano, passing out trays of turkey slop.  She ducks her head quick to dodge a spoonful of mashed potatoes.  Amos always throws his food.  Crabby old bastard.
The nurse starts to walk toward my table, shaking pills in a medicine cup.  I wonder what’s in the dixie cup in her other hand—juice or water.  Either way, they never give you enough drink to swallow your horsepills.  Mine come at six.  About three or four of them, two blue, one red, and one purple.  And sometimes a white one, too, but mostly just at night.

It’s that young nurse tonight (so many come and go—talking about little Tommy’s first day at school, the evils of wayward men, the aide who threw her back out lifting old what’s-her-name—they go on talking like we can’t hear, or if we can, we can’t make sense of twentieth century speech anymore, like we crawled out of some giant abyss, a rip in the Great Ribbon, some black hole where our ways, our worth, don’t translate across the generations).  And tonight it’s the young nurse with short, choppy brown hair pinned back at her ears.  She’s got this look about her eyes that she really, really cares about the arthritis burning in your fingers, your bad hip, but you can tell her sympathy is a costume, as much as her pink lipstick and white uniform.  It doesn’t stay white for long.  Not when she walks past old Amos.  But the mashed potatoes shouldn’t show too bad on her.

This nurse, she set the two little cups on the table in front of me, one with my pills and another filled halfway with amber liquid, either apple juice or a urine sample.  Bad enough the cups are so small, but then they only fill them halfway.  Won’t have to take us to the can as much then, I suppose, or change too many diapers.  I don’t particularly care for this gal.  The insincerity of her smiles of reassurance and her pats on the back almost offend me, leave a bitter taste in my mouth.  She moves my long braid from my shoulder so that it dangles down my back.  She always does that, as if I need it.  I like it on my shoulder—it keeps my neck warm and I can’t reach that far behind my back on account of my stiff arms.  So I sit here, in my chair, and suffer with a cold neck and the sight of Rose sloshing pureed turkey through her pink gums and onto her dry lips while she hollers at someone no one else can see.

I empty the pill cup.  Colorful beads rolling around on the table.  One is small and dark gray in color, the iron.  It makes your poop black.  Scares the dickens out of you the first time it happens.  There’s a shiny red one that almost scooted itself right off and onto the floor, and two white ones that just spin in place on the tablecloth. The bright orange horsepill is all the vitamins in one, just to be safe.  I take them at six. The prettiest one is half white and half blue, but there’s all kinds of tiny beads inside it, too.  This one I slip into my pocket for after my supper.  It goes down a little better with some decaf.

Published in:  on August 18, 2009 at 5:18 pm Leave a Comment
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Welcome

My motivation for publishing Vodka & Sauerkraut is entirely selfish.

In fact, I’m not sure if anyone will find anything useful here ever, at all.

It’s simply a place to explore how a background in literature and creative writing has morphed into a marketing career the only way I know how–by writing about it.

I suppose this is where a blogger attempts to cover subject matter authority, but I won’t bother with that. My story is quite simple–I spent several years dabbling in the craft of fiction while at the same time taking courses and writing research papers that attempted to push the bounds of literary theory. Then I landed a marketing gig at a pretty kick-ass marketing technology company. (And as the PR person, I should probably mention that company is Avenue Right, and whatever I put out here does not necessarily reflect the opinions and viewpoints of Avenue Right.)

Someday I hope to find that life balance again that allows for both steady income and the time to indulge completely in a new character or story line until it develops itself fully. Not to be published, but just for the freedom of it. (And yes, I did mean “develops itself,” as if of its own accord. Fellow fiction writers, I’m sure you can relate.)

But until then, I’ll be content to reflect out here on the relationship between writing creatively and professionally. Oddly enough, it all comes together.

If you can tolerate obscure references to dead poets, world mythologies, grammar, and the occasional fishing story, welcome to Vodka & Sauerkraut.

Oh, and if you’re wondering where the name comes from, it’s in memory of an old woman I used to care for in a nursing home. She used to say (over and over), “Vodka and sauerkraut are the spice of life.” I tend to believe that’s true.

Published in:  on August 11, 2009 at 4:41 am Leave a Comment
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