Frank's Senior News

Having spent the past 11 plus years in advertising sales, as a writer and publisher of a senior publication I have discovered there are some little tips on what senior and mature readers like and don’t like from reading material.  These rules apply to editorial content as well as advertising content.   The ideas are my own and just a base for suggestion. You don’t have to agree, but you might consider the following possibilities in text composition.  This would apply to print, or electronic media and lives in the idea that truth and accuracy are critical.

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.