Influence people

Thursday, March 14, 2013

Should Your Content Respect Age Differences?


In MarketingProfs, copywriter Sid Smith asks, “Do all demographics respond well to lead nurturing?” They do, if you use the right content, Smith says.
  • Younger buyers have shorter attention spans than older buyers, who tend to delve more deeply into subjects. Videos and snippets work best for younger buyers.
  • Younger buyers are persuaded by statistics; older buyers by experience. Use lots of data to persuade younger buyers.
  • Corporate buyers respond to value propositions that address their need to be rightBe sure to "start with truth" and don't vary from it.  
  • Consumers respond to value propositions that address their need to be safe. They also place a lot of credence in social proof. Be sure to use numerous testimonials.
  • Buyers of every age aren't rational. Feelings always trump facts.
  • Buyers of every age will buy if they trust you; and all need to feel appreciated.

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