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There is little argument in the marketing community that, to take lightly the uniqueness of a specific generation is to doom the success of the program. For seniors, this is particularly true. If you ignore the above identification factors of seniors, or at least, fail to draw some form of composite,  there will be little chance of triumph.

Trying to take all the above statements and structure a marketing program around it is nearly impossible. An easier solution would be to follow these simple rules:

  1. Seniors are open to new possibilities, if they can be shown that it just makes good sense.
  2. Seniors like the “less is more” approach. Don’t dazzle them with a lot of graphics and text. Get to the point...quickly.
  3. Seniors are fact-based people. Don’t just say it...prove it. If you can’t prove it, don’t say it.
  4. Seniors perceive themselves as 10 years younger than their actual age. Use that to your advantage. Stress personal growth and knowledge gain as seductive reasoning.
  5. Seniors like camaraderie. Stress that others their age are enjoying participating in, or using, your product.

Finally, seniors are very brand-loyal and maintain a strong “If it ain’t broke, don’t fix it” mentality. It will be up to you to convince them otherwise. For example, there’s not a senior out there who still believes that television is nothing but a square box of nonsense and that radio will be the entertainment source forever...or maybe some still do.