Too many companies targeting the grey market seem to be alienating those consumers by making simple mistakes in their direct response ads. Is this because they are being designed by young people who do not understand their market? Do you have to be grey to understand the greys?
I would argue that any creative worth their salt can work on any brand and talk to any target market if they get inside their customers’ heads. So, for a product aimed at the over-50s, don’t condescend: copywrite intelligently and respectfully, and ensure that what you produce is relevant. Take into account the fact that eyesight may be an issue.
It’s all too easy for young art directors in full flow to do something “because it looks good”. So here’s a tip: make sure that your granny can read that reversed-out copy without squinting and reaching for her extra-powerful reading glasses.
Peter Webb (slightly over 50)
Executive creative and marketing director
Response Direct Publishing
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