In my last post, The Business Plan of the Underpants Gnomes, I told you there were a number of good reasons why the marketing messages you’re currently using to attract new clients might be falling on deaf ears. Today, we’re going to explore that.
Here in the U.S., we worship youth. Our culture is driven by an unending quest to be young, look young, act young. Youth is vibrant. Its exciting. Its full of possibility. We’re told from a very young age that we can create our own future with messages like:
Sound familiar? Boomers have been exposed to this culture more than any generation before them - and they took it to heart. They simple refuse to age; it’s a concept that most of them squarely reject until their dying breath. Boomers are re-defining what it means to age America. We all have heard “60 is the new 40”; we’ve seen commercials for Our Time dating service; and we know what a Cougar is.
If you’re an average adult in the U.S., you’re surrounded by youthful messaging until you hit 45. And then you go to the mailbox one day and get your first invitation from AARP. Aghast, you throw it into the trash. Shortly thereafter, you notice your mail is filled with advertisements for:
You know what I’m talking about. This messaging change is abrupt, unwanted and meets with a great deal of push back. So, when your shiny ad for nursing home asset protection lands in a prospective client's mail box or on their tv, most of them reject you. Healthy adults (and many sick ones) will not buy into a future filled with infirmity, fear, loss of independence and a pitiful death – especially when they’re still engaged in creating and living the life they want. It’s as if they’ve gone to Disneyland and wondered into a section of the park called Aging In America, one created by the late great horror master, Wes Craven. Yikes!
We’ve done a very poor job of meeting the informational needs of adults over 45 in this country. The EL/EP industry is still rolling with the same messaging model used forty years ago when most people died in their 60’s. There’s a better way to message to adults in the U.S.A., and the second you discover what works, you’ll never struggle to attract clients again.
Copyright©2018 DK Raymer. All Rights Reserved.
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