Know-How Exchange : Copywriting

Hey callan

You should allude to the experience and knowledge that older people have compared to younger people. I'm in my mid thirties and don't like to be reminded of my age and i'm sure that this feeling intensifies as you get older!

On the other hand we all like to have our experience and wisdom acknowledged - it is the pay-off for being old! Andrew Denton's recent series 'Elders' was a tribute to the knowledge and wisdom gathered over a lifetime - not a tribute to their age.

Old people can be described (positively) as experienced, knowledgeable, savvy, canny, wise, wordly etc etc - you get the idea!

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all the best

How are your successful competitors referring to their prospects? Use the language that's proven to work.

Hi Callan,

Working for a publishing house whose targeted reader group was also 55+, we had also came across the same issue. Infact we had 3 lines of publishings, for 55-60, 60-65 and 65+. I would tell you how we went forward

Firstly, when we sell a product, the target customer should feel what he wants to, so that he/she is a satisfied customer in the end. So lets see what do they like in themselves for being in the old age - its the wisdom, the experience, the knowledge and maybe also maturity.

Secondly, also what matters is at which level do you want yourself to be seen, same or below? (there cant be upper!) If you are in servicing then you can settle for lower berth and automatically they become senior to you. So words like elders, the learned, wise(wo)men etc come. You also also be at par to have them think mentally to be their friend (as we had to do in the magazine)

You may also want to name your services on a new word to attract them subconsciously. They aren't looking for aggressive growth in portfolio , but want to maintain the hard earned corpus.

Let me know if it helps.

Regards,
Jas.

I've seen:

"For those 55 or better..."

I've been through this one a few times, and the answer each time was to talk to people in the target audeince and listen to how they describe their needs. Listen for the words they use, the way they refer to themselves, and the way they perceive others (who are older or younger or otherwise different from themselves).

Deal not with their age, but with the benefits you offer and the unmet needs they perceive. If you do a good job of zeroing in on the needs, then addressing the benefits you provide will do a better job of getting through to the target audience than trying to call them out based on their age.

There are a zillion sub-segments of the "older" segment, just as there are of any other broad audience. Going after "older" consumers is like going after "everyone." You need to focus on your unique positioning benefit and the problem it solves for your target audience. Don't get hung up on their age, gender, hair color or political preference -- unless these factors are central to your benefit.

Thanks to all who responded.
The suggestions to follow the life-style approach were very helpful and are complimentary to our approach in other areas.
Thanks again.