May 1, 1969:
Fred Rogers appeared before the U.S. Senate Commerce Committee requesting funds to help support the growth of a new concept. Back then he referred to it as national public television. Now it’s known as the Public Broadcasting Service, or PBS.
Never miss a VeryGoodCopy Micro-Article: SUBSCRIBE
Fred Rogers, of course, is the creator of Mister Rogers’ Neighborhood, a composite of songs and puppets and lessons and ideas for children. I watched Mister Rogers when I was small. I sat on the floor, on the carpet, and I crossed my legs and I watched it. And someday soon, I’ll watch it with Beau. He’s getting so big.
Fred Rogers was introduced to the committee by a representative, “I’m proud to present Mr. Rogers to you now,” said the man.
“Alright, Rogers,” said Senator Pastore, shifting in his seat, “you got da floor.”
There was laughter, then silence.
Then Fred Rogers talked about his show:
“I’ve worked in the field of child development for 6 years now,” he said, “trying to understand the inner needs of children. We deal with such things as the—” he paused, “as the inner drama of childhood. We don’t have to bop somebody over the head to make drama on the screen. We deal with such things as getting a haircut. Or the feelings about brothers and sisters. And the kind of anger that arises in simple family situations.”
He went on:
“I think it’s much more dramatic that two men could be working out their feelings of anger—” he paused again, “much more dramatic than showing something of gunfire.”
“Do you narrate it?” said Senator Pastore.
“I’m the host, yes,” said Mr. Rogers, his voice calm and steady, “and I do all the puppets and I write all the music and I write all the scripts.” He talked like he talks on his show.
“Well, I’m supposed to be a pretty tough guy,” said the Senator from Rhode Island, “and this is the first time I had goosebumps for the last two days.”
“Well, I’m grateful,” said Mr. Rogers, “not only for your goosebumps but for your interest in our kind of communication.”
This “communication” is, of course, about the human condition: the ordinary things and situations and drama that bond us, all of us, young and old. And like Mister Rogers, you, too, dear copywriter, are communicating inner drama. And like Mister Rogers, who is communicating the emotions of getting a haircut, you, too, dear copywriter, are communicating the emotions of something equally typical and equally profound, whatever it may be.
And you are not doing it loudly, but calmly. And you’re not doing it sensationally, but genuinely. You are zooming in on small moments that feel big to the person you’re writing for. And your reward is connection, meaningful connection. This is copywriting. This is marketing. It is.
“Well, I think it’s wonderful,” said Senator Pastore. “I think it’s wonderful,” he said, taking a beat, looking around the chamber. “Looks like you just earned the twenty million dollars.”
There was laughter, then applause. And Mr. Rogers smiled.
And I want to smile, too. But I can’t.
Because how could I? How could any of us smile on a sad, sad, horrible day, like today.
LEARN TO PERSUADE
✅ Join thousands of email subscribers
✅ Less than 0.4% of readers unsubscribe
✅ Never miss a Micro-Article or -Interview
✅ Get instant email access to VGC's founder
✅ Be first in line to get new, free Micro-Courses
