Moreish

January 28, 2017 at 11:50 am | Posted in Uncategorized | 6 Comments
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cook-and-more

Swipe right?

One of my least satisfying copywriting clients was my father.

He craved female beauty, company and utility.

Especially after my mother’s death.

In his mid-70s, he asked me to write a personal ad for the local rag.

I wasn’t keen, as I knew that the brief, product, market and customer would be difficult – if not impossible.

Then again, as he’d refused to read any of my fiction, I was curious to see what it would look like.

He wanted a woman who was much slimmer, younger, better dressed and more attractive than he.

She had to be sufficiently educated to appreciate and applaud (but neither exceed nor challenge) his gargantuan knowledge and wit.

She also needed a specific sense of humour.

His.

To convey this mandatory criterion, he insisted the ad include the line:

‘Must love Cook and Moore.’

By this he meant the comedy duo of which he was a fan.

I tried to explain that such a rigorous standard could severely curtail replies, but he was adamant.

And so the ad ran.

On my next visit, I asked how he’d fared.

He said that only one female – ‘of limited intellect and heavy Eastern European extraction’ – had phoned with a riposte:

‘I am cook.

What is “more”?’


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Any sum appertaining thereto would be much appreciated and long recalled.


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