The advertising world has changed a considerable amount since the way it was 50 years ago. For this reason, effectively marketing to people over the age of 60 requires specific tactics. After all, for any marketing method to be effective, you have to appeal to someone’s values, and interests.
It goes without saying that senior citizens aren’t going to have the same response to an advertisement as someone between the ages of 20 and 30. Therefore, to help you appeal to your older target market, here are some of the best tips to keep in mind.
Use Relatable Language
It’s important that you choose your words carefully when trying to appeal to the older generation. The same buzzwords and slang of today’s younger generation aren’t going to make any sense to two people from the baby boomer era—the same goes for your content.
While a funny meme may be quite effective for someone under the age of 30, it’s probably not going to strike the same way for someone older. Use relatable and easy-to-understand language that doesn’t leave them scratching their heads about what it is you’re trying to say.
One of the best ways to inspire brand loyalty is to encourage it. Give your older customers a reason to continue shopping with you. Whether you give out loyalty rewards, or you offer a discount after a certain amount of purchases, provide your customers with an incentive for choosing you over the competition.
Highlight How You Can Improve Their Life
Don’t just expect your older prospects to take your word for it. Show them why you’re the best choice for your service or product, and sell them on how useful you are. Highlight how your brand can improve their lives, and solve their pain points. The more you can appeal to the specific kinds of issues they’re hoping to solve, the more likely you will be to win them over.
Always Add a Call to Action
Regardless of whether you’re marketing to seniors or teenagers, you should always include a call to action in your marketing materials. The idea is to encourage your customers to take additional steps after coming across your advertisement. Whether you ask them to sign up for your newsletter or visit your online store, the idea is to prompt them to make their next move. Don’t just expect them to take action— encourage them to do so.
Nowadays marketing software allows you to personalize your marketing materials in a way that makes your potential customers feel like you’re speaking directly to them. Statistics show that if you send an email that includes the first name of your potential customer they are significantly more likely to open the message.
If you can add a sprinkle of personalization to all of your marketing materials, then you’ll significantly improve your chances of your marketing efforts paying off.