Posters and Pasters

By and large, the world is made up of two types of people: Posters and Pasters. The former tend to be original thinkers who create and post original content while the latter copy other’s content and make it available.  Copying on the Internet consists of Control C then Control V in the Windows world, and it couldn’t be easier.

Pasters.  You know who you are. You wrote term papers in college with those lengthy quotes that ate up space and long Notes sections behind the bibliography. The easier technology makes it for people to be pasters, the more pasters there will be. 

A kid from England, Nick Haley, developed a TV spot for Apple’s iTouch and posted it to YouTube. ( ) It was so well-liked, Apple and its ad agency TBWA/Chiat/Day took the idea, polished and aired it. The agency is a paster. Nick’s inspiration for the spot was a song called “Music Is My Hot, Hot Sex,” which runs in the background. Nick, too, is a paster.

In marketing today, there is way too much pasting and not enough posting. Pasting provides context and borrowed interest, making the communication and selling process faster. But the best sales pitches are always original. Where’s the beef, pasters?