Consider your target audience before marketing to seniors
Reaching the senior demographic requires a bit of finesse. You must carefully consider whom you are targeting and what might appeal to them before launching a new campaign.
Before you develop your next round of marketing materials, consider these 10 tips from Evergreen Direct, a marketing company focused on the senior market.
- Get Specific. The term “senior” is expansive. When marketing to a senior demographic, specifically target an age and lifestyle. Are your prospects 62, healthy and athletic? Or are they 78 and academic? Incorporate these choices into your marketing material.
- Trim the fat. The retiree market has “been there and done that.” They are not interested in wordy sales pitches. They want to know exactly what you offer and how it will benefit them. Get to the point.
- Craft relationships. Take the time to get to know your prospects personally and allow them to get to know you and your services. Use first names in marketing materials. This generation values personal relationships in business.
- Use life events. Spin your product or service around a relevant life-changing event. For example, sell a product that will provide enough liquidity to pay for a daughter's wedding.
- Address real-life concerns. Educate your prospects on the various needs they are bound to face. Open their eyes to real-life issues and mention products that offer solutions.
- Make it clear. It might sound cliché, but it is true that the senior market has diminishing eyesight. Make your marketing material bold and easy to read.
- Don't scare them. Intimidating facts about aging will not inspire people to buy your products. Seniors know they are aging and don't need to hear any more discouraging news. It's likely that your prospects are active and eager to try new things.
- Don't call them seniors. The surest way to lose a prospect is by using the term “senior” or “elderly.” Age is less significant than attitude. If you must, use terms like “retiree” or, when appropriate, “grandparent.” But whatever you do, don't call them old.
- State your credentials. Use referrals to gain confidence. Do not hesitate to explain your experience and qualifications.
- Keep it safe. Remove risk. Offer a money-back guarantee or trial period to ensure clients there is nothing to lose. Provide a safety outlet to build their trust and encourage them to work with you.
Source: www.evergreendirect.com
