08/10/2011 12:55 pm ET | Updated Oct 10, 2011

The Hummingbird & President Blah, Blah, Blah

I've worked hard and been lucky as a writer. Beyond being a parent, writing is the hardest thing I've ever done. Writing can drive you crazy if you let it, as you agonize over every word.

I count my blessings daily. I've been privileged to write for some of the world's most-read and highest-circulation publications and won awards. My words have been read by millions.

Sometimes, at very special times, I will see someone else's writing and after letting it be absorbed into my soul, say to myself, "Damn, I wish I had written that!"

It usually doesn't happen more than once a year or perhaps if I'm lucky, twice.

Yesterday, it happened twice.

The first time was peculiar but perhaps one of the best example of marketing writing and execution I've ever seen. Having bought a birthday card for a friend at Papyrus, the popular paper and card store, I had a notion to look at the back of a piece of paper inside the card. The Papyrus logo is a hummingbird and one was placed by their name with the following words:

"Legends say that hummingbirds float free of time, carrying our hopes for love, joy and celebration. The hummingbird's delicate grace reminds us that life is rich, beauty is everywhere, every personal connection has meaning and that laughter is life's sweetest creation."

Call me a sap, but these words touched my core and made me smile. Words that can do that and have the reader appreciate the difficulty of writing them are exceptional.

The marketing strategy is not readily apparent. Apart from the almost imperceptible mention of "celebration," there's no sales pitch. This kind of 'make 'em smile' marketing works wonders.

The second example was much more aggressive.

After mentioning "blah, blah blah" with regard to Obama in my column the other day, I saw a Canada Free Press column entitled, "President Blah, Blah, Blah." Here's where I say, "Damn, I wish I had written that."

The author, Alan Caruba, isolates the Obama problem, heading straight for it like a heat-seeking missile.

I defy any of you nit-picking Liberals to contradict Mr. Caruba -- either on style or substance -- in his fine piece of expository writing. And I will strive constantly to attain his level of excellence.