New rules for marketing to today's boomer consumer

By jessicacoenen

Relief Health Services


There are certain characteristics that must be considered when developing a marketing strategy. Marketing messages, as well as self-indulgent services that focus on the basic attributes of a product sale are less effective in the senior market. This market tends to respond more favorably to marketing messages that emphasizes introspective or altruistic values. The senior market has a sharpened sense of reality, increased capacity for emotion, and enhancement of their sense of connectedness.

Use emotional marketing words

Using powerful words has been proven to attract attention and stir emotion within the reader. Some of these words include:
  • You
  • Save
  • Results
  • Proven
  • Love
  • Health
  • Easy
  • New
  • Money
  • Safety
  • Discovery
  • Guaranteed
Also, adding the word "free" goes a very long way. People will go out of their way to own or receive something that is free. Even if that means including a free eBook, a service, or even a free report you've created.

A picture is worth a thousand words

Especially in today's digital world, this quote still holds true. While words are powerful, sometimes images truly make a story. Whether it's on your Web site, in an employee newsletter or paired with enticing brochure copy, a powerful image can reinforce written messages or simply serve to convey feelings or emotions that words sometimes cannot.

The first step in using images effectively is to find a good image. Generally speaking, a good image is one that is visually appealing, conveys the right emotions and is appropriate for your story, adds to the text, is unique, and supports your brand.

Be positive

Now, more than any other time in our recent history, it is important that we find way to stay positive. In these uncertain economic times, your success depends on your mindset, not on the economy or the marketplace. A positive mindset is the true secret weapon behind successful people and the proven way to recession-proof your business.

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