Creating persuasive messages and distributing them in targeted media that your audience and market will respond to everything in marketing.
If you are targeting a business to business customer, you are likely crafting a message for one of three generations. If you are wanting to target market three generations (Baby Boomers, Generation X, and Millennials) you probably already know that they all think and act very differently.
Trying to appeal to all three generations at the same time is difficult at best!
Do you know who is buying your product? Influencing? Recommending? And what criteria they use?
In the chart below from 2015, you can see that there are three distinct groups.
The different generations have a different criteria of what is important and use different words and phrases. When you are trying to target market three generations you have to be very broad in your appeals. And depending on who is doing the copywriting, you may find the wrong words actually offend rather than attract the very potential customer you’re trying to talk with (Take a look at her reaction at 3:07 into the video!)
Target Market Three Generations: How Old Is OLD?
I guess it is all about perspective, but putting yourself in someone else’s shoes is crucial to creating the right tone. Years ago I resented being called a “kid” when I was in my late 20’s. By the same token, the word elderly, senior and old have connotations and denotations that you just shouldn’t ignore.