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.

This is a vital issue in the current downdraft economy.  Local stores show sales at a steady pace with seniors who still dine out 3 – 5 times a week, and who are still buying 25% of all the toys purchased.

Seniors control 70% of the disposable incomes in the USA and over 72% among seniors in the State of Oregon.

This can aid business folk who are eager to adjust marketing plans and balance for reach, pull and direct customer response in upcoming quarters of 2009.  It is imperative to be direct, put value price points and basically tell folks what you will do for them, and how they can get it.

It is also highly recommended that all print ads be in larger than 5 pt type.

Seniors will come if you make it easy!!

Frank Ryan
Northwest Senior & Boomer News