The hardest thing I’ve ever had to do was write about baked beans. Yes, baked beans. It was my sophomore year of college and Jack Haberstroh — my copywriting professor — had issued his annual Baked Beans Challenge.
The goal was to write copy that literally made the mouth water. It was tough. Real tough. I’ll be honest, it wasn’t my name that ended up on the Wall of Fame. Chances are, it wouldn’t be yours either.
That’s kind of my point. Most of the things we’re asked to write about aren’t that challenging. It’s easy to sell sexy — cars, televisions and all the other things we lust after. Pushing cell phone service, lawn care and teeth whitening isn’t that tricky either. So if you ever want to test your mettle as a writer, go grab a can off aisle nine and have at it. It’s beans that separate the men from the boys.
