When your core audience – the people who will hire you or buy goods and services from you – is Seniors, especially Independent Seniors, there are a few basics for you to keep in mind for EVERY bit of marketing you do. They are crucial, whether we’re talking about your website, or a brochure, or even signage in your store front.
Here are three important fundamentals to keep in mind as you develop your marketing plan and strategy, whether it’s online marketing, printed collateral, or even a presentation.
~ 1 ~ Your marketing needs to be all about them! It needs to be highly reflective of senior-related concepts. Examples: the images you use in your marketing should at least include (if not focus on) older people. The words you use should be age-appropriate, too. Don’t use ageist terminology, nor should you use slang that’s used more by younger groups who will understand it better. You may know what a “W” is – but we older people need a translation, so don’t use words that don’t mean anything to us or you’ll lose us as an audience. If you aren’t sure, assume we don’t understand it and use another word.
~ 2 ~ We older folks have old eyes, too – meaning – make sure that whatever type size (font size) you use is large enough for us to read it. At least 15pt is needed, preferably 16pt. While we’re on that type-size topic, let’s also talk about contrast. If you use a dark background on your brochure or website, it will be difficult for many of us to read; hard on our eyes. Even if you use white or yellow fonts on those dark backgrounds, it’s hard for us to see or read. So instead, use high contrast combinations like a white or cream color background and black or dark gray or dark blue-gray type. If I can’t read something then I don’t know you can help me and I won’t call. So – make it easy for me!
~ 3 ~We want to know WHY. Don’t just list a bunch of services or products. Instead make sure it’s clear WHY those services and products can help me. Answer this question: What are the benefits of me doing business with you, or purchasing from you, or consulting with you? Will I be safer? Do you sell a more value-driven product? Do you have special expertise in working with Seniors? Why should I pay YOU my money? If you can make it clear why YOU are the person I should hire, or YOU are the person who will solve my problem, then I am much more likely to connect with you to do business with you.
These are simple concepts – all three of them. There are dozens more which I’ll raise over time. But all three of these are a good start, and are must-haves.
Have questions about any of these thoughts? Please share them below.
