Is there anyone out there for me?

Being happily married (it’s true!) I’ve not had to try on-line dating. I suspect it’s a scary world. But when you think about it, advertising is just on-line dating. Give me a product to advertise and I’ll try my hardest through creativity, media choice and presentation to establish that, “this is for you.”

Everything we do in our lives is about finding who we are and who our “anyones” are to form our human family and our own identity. I have an old Rolls Royce. Driving down the street gives me a certain identity. If I was single it could be a good chick magnet because it says something sophisticated about me. My overweightframe and grey hair tend to detract from this projected image.

Products and services are in the same boat. We are all trying to matchmake with our advantage in mind. It is when we take the old commandment “to love our neighbour as we love ourselves” and fulfil that by first thinking about our prospective customer ahead of ourselves that our marketing takes a real positive turn.

Geoff Holt