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“I’m sorry, but following your copy guidelines would interfere with my ability to express myself as an artist.”
The cataloger had just hired a new copywriter, and my job was to train her. I scanned her latest efforts.
“Could I ask your age?” I asked.
“22,” she said.
“This catalog’s audience is mostly age 60 and older, and the copy guidelines specify a lot of nostalgia, of looking back to the good old days. Your copy doesn’t have any of that.”
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Susan McIntyre
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