Don’t let a small mistake give you big problems. Here are four missteps that can quickly sabotage your well-crafted boomer and senior marketing campaign.
There are specific hazards in communicating with and building trust with leading-edge boomers and seniors. Stepping in any one of them, even a little, can sabotage an entire marketing campaign or sales presentation with everything else in it done perfectly. Here are four sand traps to watch out for on the course:
1. Who are their heroes?
Leading-edge boomer women name Oprah Winfrey more often than anyone else. If asked to name a broadcast personality, the majority of leading-edge boomer men name Rush Limbaugh, although Howard Stern registers on the list, too. Overall, Ronald Reagan wins this derby.
Assume you’re a financial advisor and your prospect brings up the matter of gold. Because you genuinely believe it is a poor investment (and because you sell annuities), you quickly cite the case against it and emphasize your point by criticizing the “gold peddlers” on the radio like Glenn Beck. Now suppose your prospective client owns gold, bought because he’s a committed Glenn Beck listener. Who wins this clash of titans — you or Glenn Beck?
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