I miss the flingos.
It never occurred to me that I would, but as soon as my daughter uttered the word “flamingo” in place of her usual “flingo,” I knew we’d softly drifted from one stage to another.
She’s five and a half now. And oh, that precious half! In those fleeting six months, she’s started school and transformed from a baby into a real-life little girl. Those made-up words, like “flingos” and “championchips,” are fading into the background like the whisper of a half-forgotten dream. It’s progress, and I celebrate it with every fibre of my being, yet still, it catches me by surprise, leaving a quiet ache in its wake.
I relish watching my children learn new skills, and grow in confidence and ability. But some of these changes carry a whisper of sadness—a longing for those sweet, mispronounced words I might never hear again.
And so, the joy and nostalgia that washes over me when I stumble across a video of my little one using those forgotten words… it’s pure magic. A magic I replay on my phone, share with my husband, and gaze at wistfully, remembering the little being they were while marvelling at the amazing person they’ve become.
This whole experience with the “flingos” is a reminder of the power of words, not just in our personal lives, but in the way we connect with others through writing.
Just like those childhood words, imbued with a magic all their own, the most effective copywriting doesn’t need to be perfect or even entirely sensible. It’s about capturing the essence of an idea, evoking emotion, and leaving a lasting impression. Think of those jingles we can’t get out of our heads or taglines that stay with us years after we first hear them. They don’t always make perfect sense, but they work because they connect with us on a deeper level, tapping into that same childlike wonder that gave birth to “flingos” in the first place.
Words have the power to weave a bit of magic, to transport us back to a cherished memory or inspire us to take action. And that, I think, is the heart of good copywriting – finding those perfect, imperfect words that resonate with our audience and leave a lasting impression.
