Every generation is different, and that means that your marketing will make a different impact on people of different age groups.
In today’s episode of Above the Noise, Luke discusses how you can make sure your sales and marketing tactics resonate with every generation—not just one.
Is your business struggling to effectively market to people of different generations? I’m going to give you my thoughts on that today.
In your business, you’re going to have the opportunity to try and prospect and gain new clients that are in different generations. A big struggle is, we tend to position our marketing and our messaging to speak to the generation that we live in. It’s natural for us because that’s what we resonate with. But, you really want to work on this to position your marketing message to speak to your audience where they’re at.
What I want to do in this video is break down for you guys three different generations, and offer you the psychology of what we know of how these generations tend to perceive things. Keep in mind, these are generalizations, so not everybody in the Baby Boomer generation is going to think this way, or the Millennial generation. But these are some generalizations to help guide your marketing messaging.
Baby Boomers: Traditional Marketing and Research
The first generation is the Baby Boomer generation. What we know about the Baby Boomer generation is they prefer to receive tangible marketing pieces. They like to put their hands on things, and they really prefer research driven marketing. They want to know the statistics. If you have a bold claim in your marketing headline, they want statistics to back that up. That’s important to them. So, think about it. Send them something tangible, like a handwritten note, and when you’re putting your marketing messaging in there, back it up with research.
Generation X: Avoid Sales Pitch
Generation X does not want a sales pitch. They don’t want some fancy marketing gimmick. They don’t want to feel like they’re being sold. They want to feel like they’re getting a deal. They don’t want to feel like they’re getting ripped off. So, make sure with your marketing messaging, it’s all about relationships and cutting to the point, and you could even use a promotion or a discount to hook them in because that’s what’s important to them.
Millennials: Social Impact and Social Proof
Last but not least, the Millennial generation really, really cares about social impact and social proof. What that means is, when you’re doing your marketing messaging, lead with what your clients say about you. They don’t want to hear how great you say your product is or company is. They care how great your clients say your product or your services are. Use your reviews and testimonials on your collateral. Then, when it comes to social impact, the Millennials want to be a part of something bigger. They want to buy products that are doing greater things than just what that product is. Lead your marketing message to not only showcase how great this product is, but really what it does for the greater community or the greater good of what you’re trying to accomplish, because they care about social impact.
There you have it, guys, there’s a breakdown psychologically of the different generations. Like I said, this is a generalization that should help guide your marketing and the messaging you’re going to position to these generations.