3 Tips for Marketing to the 50+ Male Market
If a man was born in 1958 or before, then he fits into the market segment of GOM, or "grumpy old men," according to copywriter and consultant Bob Bly in his whitepaper Marketing to GOM: 10 Tips for Selling to the Age 50+ Market. Bly, a self-proclaimed grumpy old man, explains that since this segment makes up more than 10 percent of the U.S. population-and is growing-it's not a group that can be ignored. Since GOM make up a key market for goods and services sold via offline and online direct response, here are three tips for boosting your response rates from this growing group.
1. The voice of the marketer should be one GOM addressing another. Men older than 50 have very little patience for the younger generations, especially Generations X and Y. People tend to gravitate toward others that are like them, claims Bly, so a GOM would rather have a doctor who is going gray than one who looks like he recently graduated from med school. In that same vein, Bly points out that if you're using a sales letter in your promotion, be sure that the signer indicates that he is a fellow-and trusted-GOM.
2. Identify what annoys GOM in your market to form a bond with prospects. There are a number of drawbacks that GOM face that make them grumpier than the younger generation. According to Bly, if you can identify some of their common complaints (i.e., the government, Social Security, the media, etc.) and show them through your marketing copy that you empathize with their feelings, you will be able to form a bond, gain their trust and possibly their business.
3. Do not rely solely on the strength of your brand name to make the sale. GOM are information seekers and have no problem with reading extensive copy to get the facts about a product before they place an order, Bly explains. They're not likely ever to make a purchase solely based on brand recognition. GOM want statistics, facts and information-if you want to make the sale, you must first give them solid content upon which they can base their opinions.