Target Your Share of the 50-Plus Market

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Target Your Share of the 50-Plus Market

Target Your Share of the 50-Plus Market

It's quite apparent that Americans are living longer--- and as people age, they request and require many more products and services than ever before. Now, as aging Boomers (born between 1946 and 1964) are coming of age, the fifty-plus population is over 77 million people and growing enormously all the time. And since they control 77% of all financial assets, your mature market share may make or break your business profits.

Every 7 seconds someone in America turns 50. Are you doing your personal as well as professional best to make them your loyal customers, build trust, and receive referrals from satisfied customers? Here are some ways to increase your success and sales with this very diverse group.

In every respect, the 50-plus market is the wealthiest population with major discretionary money to spend on everything from luxury cars, travel, homes, healthcare, gifts, entertainment, grandchildren, etc.

They defy any one "lumped together" label---rather they are unique individuals reflecting their own life stages, lifestyles, physical abilities, household configurations, attitudes and personalities. Cater to each client the way you believe they would like you to behave.

In advertising and publicity, use 12-point type, without serifs, to make reading easier. Use plenty of white space around copy so your message stands out.

Older people are extremely interested in what your product or service does and why you are better than your competitors. They also have the time to read brochures, newsletters, and now the internet to keep abreast of all the facts to make informed decisions.

25 million adults over 50 are regular internet users, with the fastest growing segment 65 and up. 78% of them have made online purchases.

Check the physical layout of your office for safety and comfort. Are the floors even, the door handles easy to open, and aisles wide enough to accommodate walkers or wheelchairs, plus comfortable seating for customers and their families? Make sure that background music is low enough so that it doesn't interfere for people with hearing disabilities. When facing a client, make sure they are not looking directly into sun glare.

In advertising photographs, display individuals as 10 to 15 years younger than they actually are. That is the way we see ourselves, and you will discourage sales if you portray people as frail and sedentary. Remember, there are many 80- year- olds still on the tennis and golf courses, taking educational classes, and trying new hobbies.

Take the time to get to know your older potential clients. Speak directly to them, answer their questions until you are both satisfied everything is understood. And never, ever talk down to them---their wisdom is priceless. Patience is a virtue, but the results and referrals coming from each one of your satisfied clients will certainly be worth it!

As a mature marketer helping many companies since 1992, I invite you to e-mail me for future mature marketing newsletters. Please place the word "newsletter" in the subject line. Check out our online magazine at www.MatureResources.org , where we have relevant consumer information for boomers, seniors and long distance caregivers. There is also a Professional Resource Directory for businesses to promote themselves and their services. E-mail s.cutler@MatureResources.net or phone 561-375-8603 or toll-free at 1-800-540-0046.

Sharon Sultan Cutler was one of the first mature marketing professionals in New York. She was responsible for creating a mature marketing company, special events, 50-Plus Expos, and a senior help hotline.

Now that the internet is surfed by over 25 million Americans 50-plus, she created www.MatureResources.org, a monthly ezine for boomers and seniors and business advertising for companies on a local, regional or national basis.

In The News:

Yahoo! News: Top Stories

Stocks point to higher open after big drop (AP)

AP - Wall Street headed toward a higher open Tuesday, following a now-familiar pattern of snapping back after a huge selloff. Investors, while looking for bargains, are focusing on the health of retailers and automakers.

Big Three automakers to submit plans to Congress (AP)

AP - Detroit's automakers, making a second bid for $25 billion in funding, are presenting Congress with plans Tuesday to restructure their ailing companies and provide assurances that the funding will help them survive and thrive.

Recession-hit automakers brace for grim US sales (AP)

AP - Walloped by the recession, automakers' U.S. sales are plummeting as hard-to-get credit, job losses and other stresses make many Americans wary of taking on big-ticket financial commitments.

Thai government falls after court bans premier (AP)

AP - Thailand's prime minister resigned on Tuesday after weeks of protests closed the capital's airports, stranding 300,000 travelers. Protesters promised to lift their siege, and international flights were expected to resume Friday.

'Chemical Ali' sentenced to death in Iraq (AP)

AP - A special Iraqi court sentenced Saddam Hussein's notorious cousin, "Chemical Ali" Hassan al-Majid, to death Tuesday after convicting him of crimes against humanity for his part in crushing the 1991 Shiite uprising in southern Iraq.

Ga. Senate runoff could decide balance of power (AP)

AP - Georgia voters had their hands on the balance of power in the next U.S. Senate as polls opened Tuesday for a runoff election, one of two unresolved races that Democrats need to win to get a 60-seat majority impervious to GOP filibusters.

India demands Pakistan hand over terror suspects (AP)

AP - India picked up intelligence in recent months that terrorists were plotting attacks against Mumbai targets, an official said Tuesday, as the government demanded that Islamabad hand over suspected terrorists believed living in Pakistan.

Body-swap illusion tricks mind in new study (AP)

AP - Shaking hands with yourself is an amusing out-of-body experience. The illusion of having your stomach slashed with a kitchen knife, not so much.

Britney Spears tops Yahoo searches (AP)

AP - She did it again: Britney Spears was the most popular search term on Yahoo for the fourth year in a row her seventh time topping the list.

Heat rally in final seconds of OT to beat Warriors (AP)

AP - Chris Quinn hit a tying 3-pointer with 7.1 seconds left in overtime, Michael Beasley stole the ensuing inbounds pass and made the decisive free throw, and the Miami Heat pulled off a wild 130-129 comeback win over the Golden State Warriors on Monday night.

Thai court disbands ruling party (Reuters)

Reuters - Thai Prime Minister Somchai Wongsawat was banned from politics for five years and his party disbanded on Tuesday, plunging the country deeper into chaos and raising fears of a violent backlash by government supporters.

Georgia votes in key Senate run-off election (Reuters)

Reuters - The U.S. state of Georgia votes in a run-off election for U.S. Senate on Tuesday that will help decide whether Democrats gain a big enough majority in the chamber to ram through legislation virtually at will.

Europe looks to galvanize banks (Reuters)

Reuters - The European Commission on Tuesday promised measures to get state-aided banks to start lending to the real economy but EU finance ministers squabbled over ways to push back against the global financial crisis.

Oil back above $49 after early dive (Reuters)

Reuters - Oil pared losses on Tuesday after an earlier fall to a new 3-1/2-year low below $48 a barrel, weighed down by heavy losses in global stock markets after confirmation that the United States was in recession.

Two U.S. soldiers charged for abusing Afghans (Reuters)

Reuters - Two U.S. soldiers serving in Afghanistan have been charged with the abuse of Afghan detainees, the U.S. military said Tuesday.

Chances of WMD attack in big city greater: report (Reuters)

Reuters - The chances of a terror attack on a major city somewhere in the world using weapons of mass destruction are better than even, according to a task force mandated by the U.S. Congress, The Washington Post reported in its Tuesday edition.

India demands Pakistani sign of faith (Reuters)

Reuters - India demanded Pakistan hand over 20 of its most wanted fugitives as a sign of good faith on Tuesday, while both sides tried to cool tensions over the Mumbai attacks that have threatened improving ties.

Lots of TV and Web harms kids' health (Reuters)

Reuters - Spending a lot of time watching TV, playing video games and surfing the Web makes children more prone to a range of health problems including obesity and smoking, U.S. researchers said on Tuesday.

Thai court bans PM, flights to resume (AFP)

AFP - A Thai court stripped Prime Minister Somchai Wongsawat of his post and outlawed the ruling party on Tuesday, prompting jubilant anti-government protesters to lift a blockade of Bangkok's main airport.

Pakistan offers 'joint investigation' into Mumbai attacks (AFP)

AFP - Pakistan offered on Tuesday to work hand-in-hand with India to track down those responsible for the Mumbai attacks but declined to respond immediately to a demand that it hand over 20 terrorist suspects.

Target Your Share of the 50-Plus Market

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