Rant!

Tips and tricks for surfers, on the water and the web

For the last few years, the advertising industry has struggled to come to terms with a new reality: web surfers are the new couch potatoes. This transition is far from complete, but we can all see that the tide is turning.

As a copywriter and creative director who grew up in the age of television, I've had to learn some new techniques, and had to decide which old strategies still apply in a new medium, and which ones need to be consigned to Davy Jones' locker.
To be honest, since moving to Southern California, I have spent more time surfing the ocean than I've spent surfing the web. Luckily, in the process of learning to surf, I've picked up several key principles that also apply in new media. Here, then, are half a dozen lessons I've learned surfing my local break. They apply equally to the web (even if web surfers never have the pleasure of bending over and watching a large puddle of seawater drain from their sinuses.)

(An anonymous South Carlsbad surfer illustrates Lesson #3. He’s moving to his left, surfing the smooth water just ahead of the curling lip, which is moving from left to right in this photo. Photo: MG)

Lesson #1: Trying to be cool, isn't
Ever since the Beach Boys and Jan & Dean, surf culture has shaped America's perception of 'cool'. Surfers' style is rooted in their ability to make something that is actually very difficult look effortless. They're all about the next wave, so their style is an unstudied afterthought.
Surfers implicitly understand that if you're trying too hard, you can't possibly be cool. You have to be yourself, be relaxed, and be natural. On the web, simple and direct is good. Think content, not flash (or Flash, for that matter.) State your case, keep it real, and let the audience decide how they feel about your product.
One more thing: enough, already, with the self-deprecating, false modesty, and wry we-all-know-this-is-just-an-ad humor. "Our product doesn't suck," is now just as obviously derivative and grasping a statement as, "We're world class," or "Our strength is our people" were in decades past.

Lesson #2: Spend five minutes watching from the beach for every foot of wave height
It's a lot easier to pick your spot from shore than it is when you're out there bobbing around, trying to hold your position against the wind, waves, current and tide.
Don't fight the waves; paddle out between sets, so you're not exhausted when you get to the lineup. Don’t waste energy frantically paddling towards some spot where the waves seem to be breaking better at the moment.
That said, remember that the tides change deceptively quickly. So, are you chasing one rogue wave or is it really time to move? The answer to that question only comes from patient, careful observation, even though–especially because–what you're observing is literally a fluid medium.
This is especially true if there's a big crowd in one spot. Maybe you do need to be in direct competition, but it’s less stressful to anticipate where the waves will be breaking in fifteen minutes, go there and wait.
            Always be skeptical; if you see something for the first time, ask yourself whether it's just a fad, or represents a real sea-change. Be ready to move, but confident that if you're well-positioned, you'll eventually catch your wave.

Lesson #3: By the time everyone can see a big wave, it's too late to catch it
When the wave's clearly defined by a curling lip of white foam, you're too late–in fact, it's risky to even attempt catching a big wave at this point. A good longboarder, especially, is up and surfing before the wave breaks. Then, he turns his board and goes "down the line," riding the smooth shoulder of the wave for as long as possible.
            Don't try to drop in on whatever today's big wave happens to be. If you wanted to start a new social networking site, for example, chances are it would prove expensive, and it wouldn't catch on, anyway. Better to paddle a little further out, conserve your resources, and catch the next wave. You'll be the first one up on it.

Lesson #4: If you ride your wave all the way into shore, be prepared for a long paddle back out.
Novices are thrilled just to stand up on the board. If they get up, they usually ride the wave all the way into shore. That leaves them with a long, exhausting paddle back to the lineup. By contrast, when experts feel a wave start to fade, they turn out of it. Intuitively, they know the benefit of ending their ride early so they can catch the next one sooner. They spend more time surfing and less time paddling.
            Don't be satisfied just because you've got a site up. You need to update it, keep it current–and still be ready to change everything when whatever's next comes along.

Lesson #5: Commit
When it's time to try and catch a wave, a half-effort is worse than useless. You won't get up on it, but you will interfere with others who are more committed, and make enemies in the lineup. Commit to your wave and paddle as hard as you can; if you're first up, other surfers will yield to you.
In the fluid, dynamic world of the web, the same rule applies. A half-effort will rarely yield a half result. The usual outcome is just a missed opportunity; no result at all. Forget the myth that "the Internet is free." It's not the cost-per-impression that's any cheaper, it's the quality of impression that is–or at least can be–better. So if you're not prepared to commit the funds, don't test the waters. You'll just hurt your reputation.

Lesson #6: Don't crash the lineup
A lot of local surfers resent newcomers. The best way to overcome this is to show respect. Spend some time on the periphery of the popular breaks, let people get to know you, and invite you in. Know the rules of common courtesy on the water. Of course, being really good is the best way to make friends out there.
Remember that the Internet is a huge collection of smaller, often quite intimate communities. Make friends, and they'll do your selling for you.

Surfing is the hardest sport I've ever taken up. Learning requires persistence, specialized skills and knowledge, but basic fitness, balance and coordination transfer over from other sports.
The Internet is an incredibly fluid medium, and many self-proclaimed experts will tell you none of the old rules apply. Nonsense. Most of the world's greatest brands–including the ones with the strongest web presence–predate the Internet, or television for that matter. Real value–and values–still count for more than any style you try to pull on like a Volcom hoodie.
The Web is a great place to communicate your brand's values and build a community of customers–especially diehard surfers who are hard to reach any other way and who are understandably skeptical of commercial messages. To reach them, though, you must be ready to immerse yourself.

Home, Rant, WIP, Portfolio, Resumé, Links, Contact me.