Rule number one. Be clear and concise in your language usage. Get to the point with the ad copy and use clear and precise descriptions and reference points in stories and articles.  Make certain your facts are correct. If you write stories, try to get the basic facts of the story in the first two paragraphs, and do a summation in the last paragraph.  Use solid facts and make sure you keep a record of your sources, time, etc. so you are covered for any challenges to accuracy.  Seniors do not like or subscribe to the new “creative non- fiction accounts” in some stories of the day where facts are distorted to suit the writers political bent or focus.  The mature reader wants to make determinations. They were taught to think and want to do it on a personal basis.   They want to think for themselves. They can get upset if they think a writer or reporter is playing light and easy with the facts, or messing with important elements of a story.

So in advertising and in editorial the same rules apply. Be honest, be factual, be genuine and make sure you have documented accurate sources.  Also it is good to quote reputable sources and research in ads, stories, and non fiction accounts. In clearly defined fiction anything goes and facts are not as relevant.

Rule number two – It’s easy. Don’t make demands in advertising like;
VOTE Jones – Rather say Please vote for SAM JONES!  Ask permission, don’t be rude!

In editorial content or public relations releases, be careful not to talk down to the mature reader.  I have had seniors complain to me that articles they read gave them the impression they were dumb, or to far gone to understand and were written in a third grade style.  Most seniors have read all their lives and are used to college level text and prose.  Again they look for accuracy, and to make their own assumptions when reading.  Mature adults are sensitive and don’t like being told what to do. They want to be respected.  Some feel like younger folks ignore them or patronize them. So be very careful not to let any bias slip into your copy.

Rule number three – Listen, listen, listen. The best way to win a reader, client,
or person on a first person interview is to ask good questions and listen.  Do not go in with preconceived ideas or assumptions. This is a grand way to get great quotes, and more varied response, and actually learn a lot you did not know in some instances.  Good luck on your next story or ad program.

Seniors Spend Money:

They spend more on travel and recreation

They buy 80% of all luxury travel

They spend more on health and personal care products

They spend more per capita in the grocery store

They eat out an average of 3 times each week

They buy 43% of all new cars

They take 72% of all RV trips in the country

They spend more on quality children’s clothing for their grandchildren then the children’s parents

Seniors are your most loyal “lifetime customers”.  If you want more to know how to better market to senior and boomer customers readers or clients please call for information. Frank can give you marketing tips, help with effecitve communication to and adult audiences.  Call him at 503-577-5081.   Frank has over 30 years experience in assiting folks with a target message to reach clients and at the right time!

 Frank is currently in the South Puget Sound and works for Catholic Printery in Seattle.  He offers high quality print and advertising programs in weekly Catholic Church bulletins.

By Frank Ryan

According to the 2009 Newspaper plan book that is widely used in the advertising industry you can get a gauge of how much to spend on your annual budget by doing a quick one minute self study of your business to get how much you should spend on advertising and promotion.   We offer two methods to consider.

Answer the following questions and you can get the base assumptions as a starting point in budgeting for the coming year.  Points to give to each of the following questions about your business & tally the following points.

• High traffic 1 point , Average traffic 2 points, low traffic 3 points.
• Client Awareness of your business in the market – High 1 point, Average 2 points, Low awareness 3 points.
• Amount of competition   Few competitors 1 point, Some competition 2 points, and Lots of competitors 3 points.
• Emphasis on price Little emphasis 1 point, moderate emphasis 2 points, and high emphasis on price 3 points.

To determine how much you might spend on advertising for a year if you had:

• 4 to 7 points you should spend 3 to 4 percent of gross
• 8-11 points you should spend 4 to 5 percent of gross
• 12 points you should spend 5 to 7 percent of gross

This is based on years of business survey and studies.  It is done by news related researchers, but is for application in all phases of advertising and promotion.  On new plans check similar businesses  to get reasonable gross $ estimates.

COST BASED METHOD

For contractors, real estate, appliance and other direct sell service and large ticket sellers who want a direct link from sales to expense based on units sold.

1. What is a unit cost or average sale of each item or service you offer.
2. What do you make from that sale
3. What dollar amount are you willing to give in order to get more sales
4. Take the answers from above, figure how many units of sales a month or a year and add up the $ for advertising.
5. Adjust accordingly by month.  If your goal was 100 units and your ad allowance was $ per unit and you sold 200 in a month you would then double your expense or spend $2000.  per month instead of what your allowance was for the previous month.  Also you need to have a reasonable minimum budget for advertising in order to be able to purchase advertising.  Thus if you had a goal of 50 units at $10 ad allowance and you spent $500.00 on ads and the sales were higher you would adjust upward. Likewise if you sold 30 units you would adjust downward.  If you had no sales you better take a look at your offer as it is possibly not exciting enough to get response.