Marketing Tips

The Key to Grabbing Boomer Clients' Attention with Your Marketing


As you find yourself transitioning into a Boomer-focused market, a number of your tactics must be adjusted. Engaging Boomers isn't about a simple "tweak" of the approach you may have successfully used for years with seniors. It's about re-educating yourself on a new culture. It's about embracing radically different values and understanding new buying motives. It's about truly understanding a new kind of client. This obviously calls for a change in your marketing efforts as well.

Keep in mind, the first objective of any marketing is to get your viewer's attention. The key to effectively marketing to Boomers then, is to understand what they pay attention to and what they ignore. Generally speaking, today's Boomer looks right past negative advertising and instead, gravitates toward more optimistic content that exudes the hope that's always characterized this generation. Unlike the Silent Generation before them, having lived through the Great Depression and experienced significant hardship, Boomers have lived in an era general prosperity. In general, they haven't spent their lives "saving for a rainy day" because they've believed "the sun will come out tomorrow." Therefore, images of distraught retirees and worst case scenarios may not resonate the way they have with seniors.

Take a look at the subtle difference. When advertising your ability to assist clients with tax-saving strategies, you could use the classic image of frowning Uncle Sam pointing at the viewer and include bold text that reads, "Stop feeding Uncle Sam! The government is taking what you spent a lifetime earning." Conversely, you could align your ad with Boomers' youthful sense of optimism and show an image of a couple carving the slopes in Colorado with a header that reads, "The Dawsons are spending this weekend in Vail with money they otherwise would've handed Uncle Sam. Care to join them?"

Truly grabbing the attention and interest of the Boomer market requires a fundamental shift in thinking. Producers who cling to old ways will begin to experience diminishing returns, while those who understand this 'new client' and adapt will position themselves for a dominance in the largest market the financial services industry has ever seen.

For more about getting started with your comprehensive Boomer education, contact your Business Development Director today at (888) 807-9793!

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