New Business Development Copywriting: Selling to the over 50s
I receive his email newsletter, Copycat – it is always a good read. Andy invests time and uses the medium of a newsletter to both educate and entertain. This month’s edition is about marketing to the over 50 age group.
He includes fabulous examples of poorly-written copy especially opening paragraphs that fail to engage the reader.
I commend it to you.
Even the best may trip up
Andy’s work is among the best – but he’s fallen into a common trap using apostrophes where they are not needed.
Here’s my letter to him.
Dear AndyWhat a cracker to open 2014 – I loved this month’s Copycat. Thank you for taking the time to save all those direct mail letter examples.
Despite this, I am going to have a beef with you.Like you, I am very particular about grammar and punctuation. I invest a lot of time teaching my staff how to write correct English correctly. One use of apostrophes is denote a possessive. So why do you add one when talking about a group of people aged over 50?If I was writing your opening sentence longhand it would read ”Marketing to the over fifties – the most lucrative audience of them all.” Not an apostrophe in sight. So why, when switching to numerals do you insert an apostrophe? With a friendly dig in the ribs. Rebecca P.S. a lot of people also make this error when talking about decades in time e.g. the nineteen twenties = 1920′s.