11 August, 2010
Marketing to Grumpy Old Men
The other day I received a very interesting briefing from a fellow copywriter Bob Bly and I thought you may find it revealing as well.
Offering 10 tips for selling to age 50+ male market, he draws some conclusions that may be crucial to your next marketing campaign. Today, I’ll only share some of them with you. Stay tuned for the rest next week.
*GOM=Grumpy Old Men
1. GOM ARE GRUMPY
For many men, age brings a new set of problems to their lives that often result in increasing grumpiness and short temper. Some of these problems are:
-inability to adapt to new technology
-feeling obsolete and removed from the mainstream youth culture
-lack of physical and mental energy
-problems with sleeping
-hair loss and hair turning gray
-loss of hearing
-worries about having enough money in retirement
-evaporation of family unit in the household as children move out
Tip: If you can identify what irks GOM in your market and empathize with them, you will create a deep emotional bond with your 50+ male prospects.
2. GOM ARE INTERESTED IN MAKING MONEY
Financial planners often cite a net worth of $1 million as the figure needed for a comfortable retirement. However, many put the figure close to $2 million and even $3 million! Therefore males are focused on making money throughout their lives but this focus intensifies as they approach retirement and find that their net worth is below the target.
Tip: When offering investment opportunities to GOM, position your product as offering above-average market returns with lower-than-average risk.
3. GOM WANT TO PRESERVE THEIR WEALTH, FREEDOM, GOOD HEALTH, AND OTHER THINGS THEY VALUE
GOM realize they do not want to “start over” in life, and therefore are risk-averse investors.
Tip: In promoting your product or service, show how it helps the GOM to hold on to what he has. For example a single story house enables the GOM to maintain his freedom to move around easily.
More to come…