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The three things most marketing gets wrong about the over 50s
Biology. As you get older, how your brain makes buying decisions changes. If you market to over 50s as if they were Millennials with more money, your marketing will be a blunt instrument.
Takeaway: Have a clear understanding of how age shapes how your ideal buyers make their buying decisions.
Values. Everyone thinks Gen Z is the values-focused market. It's Baby Boomers. Their values play a much bigger role in their decision making than most realize.
Takeaway: Your marketing must demonstrate alignment with their personal values.
Pattern Recognition. Years of being marketed to gives over 50s superior pattern recognition and they quickly filter out low-quality marketing. That means a poor first impression is far harder to shake off.
Takeaway: Put extra effort into making a very strong first impression and that will carry you a long way.
Are there more? Yes.
Marketing. Every other choice is a distant second.
Life-stage marketing
Age demographics scratch the surface.
Socio-economic data tells you what's in their wallet, but not in their heart.
Life-stage awareness allows you to hear the whispers your market shares only between themselves.
Relationships vs transactions
With over 50s, it's not enough for your marketing to turn up for the sale and then move on.
These buyers want a relationship value to their relationship with you, as well as transactional value.
This is something the luxury market has understood for decades. Loyalty is grounded in experience and relationships.
Get this right and lifetime buyer value soars.
Sell HOPE. Sell now.
The dominant wisdom in marketing is to sell pain relief and then a brighter, better tomorrow.
But with over 50s, the equation changes.
The older we get, the stronger our preferences are for positive information over negative. And we value positive experiences now more than in the future.
Sell relief from back pain to a 40-year-old. Sell lifting a grandchild with ease to a 70 year-old.
“If you want the brilliance and vibrancy of Jim Rutz in your copy, you must engage Paul Melrose.”
Ginger Rutz | The $100 Million Copy Editor
“I can’t stop talking to folks about my site audit with Paul"
TANYA GEISLER |
TEDx Speaker + Leadership Coach
"Paul Melrose is a genius marketer, the person I go to when I'm in the weeds and don't know what to do next."
Anne Holloway | Strategic Growth Consultant
How we work together
It starts with you
Not a word is written or a plan sketched until I understand you, your business and those you serve. What do they need to know, understand and believe about you and themselves before they'll say yes.
But we'll go deeper.
Who are you positioning against? What messages saturate your market and what will feel fresh and dynamic?
What are the gaps your competition are missing that buyers are looking for?
Your ideal buyer
Combining classic persona building, the Jobs To Be Done (JTBD) approach, and layering in age-related segmentation, I'll create your ideal buyer persona(s).
And you'll be able to talk them.
Your personas will be custom AI personalities you will be able to interact with and adjust as needed. This is like having your perfect buyers on call to test any messages and or ideas you have anytime you need.
The Solution
I'll present you with strategy options that fit your preferences and align with your goals.
And yes, you'll have a choice. I'll walk you through those choices and help you understand the implications of each, so you can reach a decision you are 100% confident in.
After that, I execute on our plan with your feedback and approval at every key milestone.
And when the project is delivered, you'll have post-project support for 12 months.
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“Value beyond belief!"
Ben Baker
CEO | What's NEXT
Sample Copy
