This article has a companion download with ideas and examples. See it at the end.
Previously I wrote about creating highly targeted marketing. It was all about how to get past the fluff, and get down to business speaking directly to the people you want as your customers. If you haven’t checked it out, you should.
Today, we’re going to tackle another question I’ve received many, many times. It’s actually quite crucial component of building a system for lead generation with customers over 50.
That is, how to teach people about what their needs are going to be later in life. Don’t you agree? It’s a crucial part of a successful plan to reach, educate and sell to them?
Yes, and you know it’s tough, too? Why? Because, nobody wants to talk about getting old. Exactly.
All of the articles, interviews or personal conversations in the world is not going to convince them where they’re at right now … that mental space they are in … that they should be planning to get older. Or, do anything else that is for old people.
And, it’s just so frustrating, right? I mean, it’s not like you’re there trying to pull the wool over people’s eyes and get them to buy stuff they don’t need. You’re trying to help them and they fight against it. I know you’re feeling that.
But, it is what it is. The facts are that they people you want to serve don’t like it and it either stops you …. Or, you find another way. That’s what we’re going to talk about today.
My friend and client, Craig, is a custom home builder . He’s the one that inspired me to tackle this topic today. This has come up more than a few times in the last year or so. And he, just like so many other business owners I know, he’s got his heart in the right place. He really wants to help people with his work. He’s so passionate about accessibility and good design that works for people.
So, let’s do this. Today I’m going to show you something really exciting. Taking everything we’ve talked about so far in this series and combining it with what you’re about to learn … talk about a beautiful outcome for your company.
In order for you to teach people what their needs are going to be like, you actually have to go back in time before you even meet them. We have to start there … before you even meet them .
Why? Because, your opportunity to teach them about their future needs doesn’t just occur in one conversation. On the contrary … it occurs in the 5, 10, maybe 15 times they run across your brand or you BEFORE you ever get to a conversation. So, we have to go back before any of that happens.
I think your ears might have just perked up… maybe some light bulb action going on in your head now thinking about that.
The big picture
OK, so I’m going to show you the big picture first, then break that down into parts to help you see how it works.
This is what a typical journey for a consumer over age 50 might look like for your business.
You see first, she is searching for an answer … researching something and stumbles across you. She may visit your site or may not. Then, she sees a post you made on Facebook that someone shared. Maybe next she notices an ad you placed. Then, she’s reading an article in the paper and she sees a quote from you.
And, it goes on … hearing an interview you gave on the radio, visits your booth at the Remodeler’s show, likes your Facebook page, reads an article on your website … then a friend of hers that you did work for recommends you, she later decides to visit your website and eventually call you.
Now, realistically, that or something like it could take place in 3 months or 12 months or longer; it’s different for everyone. Because, every customer has a different situation or circumstances, mindset, strength of desire or need … The point is, it’s going to be gradual.
Back up one more step
So, let’s back up just a little bit more before we move forward. Back to now.
You’re here, learning about this customer over age 50 … how to find them, talk to them, teach them, guide them and sell to them.
You take that knowledge and start applying it to how to talk to customers face to face, how you craft your message for your marketing … your pamphlets, website, ads (if you use those).
You start talking about results, speaking directly to needs and solving problems … just like you’ve been learning about in this series.
And, then, you get to that fateful day when she runs across your brand in Google. That first exposure.
Then, over the next 12 months, it unfolds. She’s reading and hearing you speak directly to her, she’s learning … not about what it means to get old, but about possibilities for NOW … and, she’s absorbing the nuances of your words where you’ve lightly touched on “what might happen later on.”
And, every time she runs into you or your brand, regardless of where it is, she gets the same message. “I know you. I’m relevant to you. I care about you. I can help you get what you want.”
That’s the big picture. And, it all starts right here with you learning, implementing, preparing.
Once you’ve done that, you’ll be ready for the next part, which I believe are the 4 basic principles of teaching these customers about their future. Just to put this into context … these aren’t ideas that sound good … these are the things I help my clients implement, and they generate leads and sales. Not “maybe”; they work. Period.
The 4 principles of teaching older customers
Showing you know them
This is them seeing the signs that you know who they are, how they think and what they want or need.
You call out and talk about their problems without beating around the bush, but with some tact.
You prove you understand them as people by showing you understand how they feel and think.
All of that is displayed in what you say and how you say it.
Speaking to results
That goes a step further by you talking about the outcome they’re looking for. Or, teaching them the outcome they can have that aligns with who they are and where they are in their life.
You call out the goals or aspirations they have.
These things show them that you can make their problem go away.
Inserting education
This is where it gets serious … talking about unsavory topics. Such as growing older or dealing with conditions in their life.
If your market is the typical, 50+ consumer who is in an non-emergency situation, it requires a soft touch.
It also requires consistency and attacking it from different angles.
Strength & Leadership
You show your strength and leadership by advocating for others to have what they want or need … in business/personal life through your community involvement, in customer relationships by advocating for THEM and empowering them to get it. Through this, you regularly advise them on the next step they should take to work towards it or to get it.
Those are the 4 basic principles that you should start implementing now, if you don’t already have them working for you,
In closing
Now, I know our time is valuable, so I’m going to provide you a little more information to download that gives you some further examples. This is so you’ll have some context and see how to put this to use in your daily business life. Just click this link for a PDF with these examples.
YOUR NEXT STEP …
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