On Black Friday the soil itself burned

Published: Wed, 11/24/21

From the friendly caves of Pixie Hollow.

I dunno about you, Pixieling, but WTF is Black Friday even about?

To me it's a day on which the most insane bushfires ever seen in Australia ripped through leagues of mountainous regions in my home state, so fast that Country Fire Authority officials were nonplussed and incapable of helping people in those areas.

On that day, a grass fire started in the Western District of Victoria, not far out of my ex's home town.

It was the first fire that started that day, lit by lightning that moved across the state. It was horrifying, and yet it wasn't a patch on the fires that destroyed the mountains of the Victorian Alps.

It raged down through the hills.

It tore through properties.

It destroyed people and livestock.

And by the time it was close to the town boundary, the soil was on fire 50m ahead of the front, and the front itself was 10 metres high.

My ex's father was the captain of his brigade. He was asked to stay with central communications that day. He refused with, 'I'm going out with my crew, find someone else'.

As they faced this wall of flame, the wind turned. Suddenly it was bearing down on them. 

They turned the truck and legged it as fast as they could go, across paddocks, through fences, attempting to get back to the nearest road. They couldn't see a great deal. The fire was right on their tail.

And for some reason, at some point, one of them leaned over and yanked the steering wheel to turn it.

If that person hadn't done that, the truck would've hit a drain, the axle would've broken, and they would've all met their maker not long after.

They don't know who turned the wheel, or why, but it saved every life in that crew that day.

Next driving through the roads on the entrance to that town, which I did maybe a month later, coming through at about midnight after a long drive, the blackened paddocks and trees stood in mourning along the sides of the road. There was no traffic. It was silent, moonlit, and terrifying.

So when I get emails blasting about Black Friday, I wonder which insensitive prick in Australia is blindly following a ridiculous, meaningless American trend.

Maybe instead of picking up this consumerist bulldust from billionaires who don't even pay their staff, and whose companies are designed to operate at a major loss so that they avoid tax (ahem, Amazon), those Australian marketers ought to look at their own damned country.

Localisation in content is more than talking about the weather in Melbin.

It's more than changing the -or ending of color to colour.

It's more than saying g'day instead of hi.

It's cultural.

So if you're all about 'personalisation' and 'localisation' in your business, and you're NOT paying attention to culture?

Then do us a favour and get out of my class until you learn some respect.

Content isn't just about cleverly getting sales.

You've got to pay attention to the minutiae.

xx Leticia "details, darling" Mooney.

PS. If you'd like to work with a ghostwriter who is respectful (and won't play games with you), I've got a small handful of spaces available. Maybe one is yours? Open a conversation at https://zipmessage.com/leticiamooney