Once you understand the mindset and lifestyle of Baby Boomers, you can develop communications that engage them with clear, relevant information. In Part 1 of this blog, we talked about Boomer health, wealth, work and other interests – including their strong online presence. Here are my top 5 tips on how to write clearly for Boomers:
- Speak their language. One of the first tenets of clear writing is write for your intended reader. So do key word searches to learn their lexicon and understand their wants, needs, interests and fears. Then create a fully formed profile or persona for the type of person you are trying to reach. You can imagine this person vividly when you write for them.
- Meet them online. Make it easy for Boomers to find you when searching on Google. Use search engine marketing, including SEO (search engine optimization) and PPC (pay-per-click) ads. Also consider online news releases.
- Consider print as well. Even though many Boomers are digitally savvy, they are still strong newspaper readers. New research from News Media Canada confirms that more than 90% of Boomers read newspaper content weekly in both print or digital – but many still prefer print. And Boomers are almost 60% more likely to respond to direct mail than any other generation. In a study conducted by InMan Marketing, almost 7 out of 10 consumers aged 45 to 64 said they strongly prefer direct mail to other forms of outbound marketing.
- Educate and inform. Boomers do their homework before they spend. They want to get the best product at the best price. So, teaching Boomers about your product or service may work better than a hard sell. Share reviews, testimonials and recommendations with them. Almost two-thirds of Boomers spend time reading blogs and online articles as a source of information. About 7 out of 10 enjoy watching videos about products and services. (Forbes, 2017)
- Keep content simple and get to the point. Unlike marketing to younger audiences, Boomers aren’t as likely to be drawn in by trendy jargon, slang or internet acronyms. Use plain language. They will also likely prefer larger fonts and lots of white space, which make communications easy to read. Busy Boomers want to quickly connect their needs with the products and services you offer.
At the end of the day, if you serve the Boomer buyer, provide great customer service. One Australian study showed that more than half of consumers aged 45 and over have a ‘nemesis’ brand – one they’ll never do business with again because of the poor customer service they received. Boomers have long memories. And they will never, ever forgive you for treating them poorly.