I guarantee this column is worth reading if you're responsible for using words to generate more clicks, calls or traffic through the door. No, this isn't about writing copy. It's about increasing readership by increasing readability—the importance of the specific typefaces and fonts selected.
With leading-edge baby boomers (born between 1946-55) well into their 50s and early 60s and trailing-edge boomers (born between 1955-64) on their heels, the rules of marketing to boomers are constantly being rewritten. For decades, marketers had been chasing a desirable 18- to 49-year-old boomer prospect. “For the last 40 years, 50-plus were old people. Well, 50-plus isn’t old anymore. Boomers are changing what it means to be ‘old,’” says Matt Thornhill, president of The Boomer Project, a Richmond, Va.–based marketing research company. Boomers have more time and money and are more receptive to print communications than most younger prospects—making them prime candidates for
Smart marketers will say there’s already a big mistake in this article. Want a hint? It’s in the headline, and it’s the first tip for reaching older prospects via direct mail. 1. Avoid name-calling. That’s right, the first thing to remember when marketing to seniors is don’t call them seniors. Focus on your product or offer and how it is designed to meet prospects’ needs and values without pinpointing their life stage. 2. Older prospects equal better open rates. While people who are 55-plus are sometimes viewed as one segment, it may be helpful to consider that direct mail is most effective in targeting
It’s been in the steady rotation of childhood teachings since the beginning of time: If you don’t have something nice to say, don’t say anything at all. And it’s no coincidence that you most likely heard such a reproach from your grandmother. As it turns out, in terms of direct mail copy tenets that best reach the senior market, she had it right all along. “A lot of marketers start out by telling all the negative things that can happen if you don’t use ‘my product or my service.’ With the older market, you will get much further … by being positive and
How to inspire a population that's already been there and done that by Sharon R. Cole More people than ever will turn 50 next year. That fact is based on the National Center for Health Statistics record that the largest number of live births in history4.3 millionoccurred in 1957. For direct marketers, such a market offers limitless opportunity, if only they knew how and what to sell to a group of skeptics who have lived long enough to quickly separate the wheat from the chaff. Before planning any direct mail campaign, interviewees for this story say marketers should first know exactly who 50-plus people