by Sharon Stevens
“The greatest good you can do for another is not just share your riches, but to reveal to him his own.” Benjamin Disraeli
This evening I was just going to DASH into the grocery store to pick up three items.
But make no mistake; dashing had nothing to do with it. Living in a small town I knew I would encounter someone along the aisles that would invariably lengthen my stay. That’s just the way it is.
I know this, they know this, and my husband sure knows this if he happens to be along for the ride.
Today though, my distractions started early when I walked by a table set up outside United Supermarket. The kids manning the booth were from the Phi Delta Theta WTAMU campus fraternity asking for donations of canned goods to benefit the local Ronald McDonald house in Amarillo. Now, just this afternoon I had been researching in the Canyon News and had come across a news article about the Shaw family and their Make- A-Wish excursion to Disney World in 1997. They had stayed at the McDonald House in Fort Worth prior to their child’s Bone Marrow Transplant.
And not only that, a wonderful family from our area had been posting on facebook while staying in the Ronald McDonald House with their newborn after heart surgery. And yet another family lived there this last month after their child’s heart transplant.
I told the kids volunteering at the table I would be right back out with some canned goods after I bought the THREE things I had come to get. Amazingly I didn’t connect with a single soul while in the store. I was able to find what I needed within five minutes or less which left me more time to make my selections of those goods for the young college kids awaiting outside the front of the store.
I entered that section from the top down instead of the other way around and came across the canned fruit first. Glory be, they were having a sale! But the marked down price isn’t what caught my eye. It was the labels calling me from four feet away that pulled me in. The fruit looked luscious from all angles. I could imagine cold pears, fresh peaches, rings of pineapples, and of course, the ever popular, fruit cocktail. Who doesn’t remember this colorful delicacy at the dinner table for desert on a hot summer’s day? Over ice cream is just fine, (thank you very much) or pie, or chocolate. It doesn’t matter. Even then, visions of school lunches clouded my judgment although my thoughts from this memory turned more to the hot rolls served by the silver haired grannies with nets covering their hair. Funny what you remember.
Back to the fruit cocktail…what is there not to love? You have your grapes, and your pears and your peaches, and what about those miniscule cherries. How they could look so inviting from just the label on the can? And that’s when it hit, didn’t the families or the kids at the Ronald McDonald House deserve a little “sweetness” along with their mixed vegetables, cans of corn, and/or your garden variety of green beans? Of course they did!
That did it! I made my purchase, several cans of each, dropped them off at the table outside, and dashed my way home.
The marketing industry pays a quadrillion, billion, million dollars on marketing strategy for the average shopper. They study trends, they look at temperature control, and music selections. Brightness affects buying power as well as too bright, and not bright enough. Impulse is consulted and grocery lists combined. Grocery carts are evaluated and welcome signs are hung. All to lure the customer to make that little extra purchase that makes CEO’s and stockholders smile.
As writers we never know what will catch the reader’s eye. We have no clue what they are feeling or witnessing, but we always need to be prepared to settle somewhere in their heart and mind, from their standpoint, not ours. With whatever genre we write, we have to keep it simple, but make it colorful and inviting from every angle. We shouldn’t depend on the publishers, or editors to drive our story. Forget about the obvious label that “labels” your thoughts. Right up front, give your readers that little extra something, that visible tug, that piques a memory within, so that they will choose you, your work, your very soul, to carry home.
After all, everyone needs a can of fruit cocktail every once in a while, if only for the memories.