In case you are just tuning into this article we have been covering a very important marketing lesson. One that might explain why your current marketing efforts may not be working. Last week we spoke about the Market and how you really need to know your market and their issues before you can effectively market to them. If you haven’t answered the questions from that article go back and do that now -- We’ll wait.
Great. Let’s now move on to the message. Different groups have different morals and beliefs. You can’t speak to a 12 year old the same way you speak to a 30 year old. You can’t speak to a 40 year old the same way you speak to an 80 year old.
WHY?
Each has separate issues and concerns. Each has had different life experiences that bias them. Each has a certain lingo that you must be intimately familiar with. In marketing there is no ONE SIZE FITS ALL method. Believe me we wish there was.
But it’s also not only what you say. It’s how you say it. It’s also what it looks like. The images you use are critical. The tone is critical. Even the colors, fonts and font sizes are critical.
Since we deal with seniors let us give you some examples. These examples come from knowing our market. With seniors you MUST avoid hype at all costs. They are extremely skeptical. Every day they hear stories of seniors being taken advantage of and being victimized.
We use soft colors so as NOT to shock them. We want things tranquil, professional and even soothing. All of this builds trust with them. We speak softly but loudly enough for them to hear. We avoid jargon which will confuse them. At all costs we avoid "mortgageese" which again will confuse them and cause them to zone out. We tend to place our outbound calls around 10 or 11 since it’s not too early and not too late for them. Finally we use a lot of social proof meaning testimonials from professionals and other seniors who they can relate to and see as being like them!
Are you starting to get the picture? You must know your market and you must make sure that your message is delivered in a way that is in sync with your market. In our next article we will complete the final leg of the triangle by discussing the correct media.
Brian Sacks and Sue Haviland are the co-founders of Reverse Mortgage Success. They have been in the industry for over 25 years and have closed over 5,000 transactions. Sue and Brian originate reverse mortgages each and every day and share their real world experiences with you at
