I was not a Harley Davidson fan but in reading and writing copy for a new website that encourages people to test ride a Harley, I came to see the legendary bike – and their owners in a whole new light, proving once again the persuasive power of words.

How I used to feel about Harleys

Two types of guys ride Harleys. You’ve got your long-haired disaffected type with tattoos and a second set of handlebars on their top lip. I think you’re probably aware I’m not that kind of Harley guy. But then you’ve got your upwardly mobile Harley guy. Your successful professional type who works in the financial end of town, competes in triathlons and throws a Boxster through the curves of Rose Bay with a blonde paralegal hanging on for grim death in the passenger seat. Yeah, well, I’m not that kind of Harley guy either. And, frankly, I held both types of Harley rider – and the whole Harley legend thing – in total disdain – until I came to write about them.

Creating a Harley Test Ride website

Some time ago now, I was part of a team that was approached by Harley’s local operation to create a site that encouraged more people to take Harley test rides. I wasn’t sure I was the ideal guy to be working on this account, but as usual I threw myself into the task. And got the shock of my life.

Harleys can be lyrical?!?

As part of the brief, I read this fabulous, thick, beautifully art directed brochure on the Harley range, and for the first time I began to understand the appeal of this mysterious cult. The copy in the brochure was almost lyrical in its description of the bike’s details and its visceral effects and I – as always a sucker for the word – began to see these noisy beasts – and the bikes too – in a totally different light. I watched videos on Harley website – particularly the one about the Harley creed – and I began to comprehend why Harleys inspire such irrational loyalty amongst their owners. These words were so alluring, so entirely compelling, that I went out and … got on my pushbike and rode home. The copy was good but it wasn’t that good.

I now look at Harleys differently

I used to look at Harley guys riding past and think, “Wankers”, though of course I was never brave enough to share these thoughts with them. But, now, having penetrated the outer defences of their private club – and my own prejudices – I no longer just see a bunch of noisy bikes of indistinguishable character. I see Fat Boys, and V-Rods and Sportsters (girls bikes!). And I have begun to notice how conservatively most Harley guys ride – if a bike goes past you at 100mph, it’s more likely to be a Jap bike than a Hog. And while I don’t share the same world view, and have no intention of switching my means of transport, I see a certain nobility and pride and honour that I didn’t see before. Any why? All because of some words on a page. Powerful things words – are they working hard enough for you?