| Art

Trace Elements: Marketing Copy

“How old are you? And are you married with children?”

I was asked by a potential client last week in Canary Wharf. My top of the range anti-wrinkle cream allowed me to subtract vainly for answer #1. And he approved with a smile as I shook my head at his #2 (shaken in disbelief he’d asked).

His campaign requirements document hadn’t skimped on bullets. At no point though did it shoot: ● The Copywriter hired must match our target audience in age, single status and childlessness.

That would have breached EU employment law, I guess, and looked absurd. In the privacy of his own office, however, this leader of men’s bullets could be discriminately fired.

Customer mirroring begins with the face. But need it continue with the pen?


Read more of James McConachie's Trace Elements every Tuesday.

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