Let me start with a confession. I’m 73 years old. Not that there’s anything wrong with being 73 (or so I hope), but it does relate to my latest career journey and my reason for writing this post.
I’ve operated as a one-person marketing consultancy for more than 30 years. Besides creating marketing plans for a wide range of businesses, I also provided most of the copywriting for executing those plans. Yet for a variety of reasons ranging from mergers to budget constraints to retirements, transfers, etc., I suddenly found myself without a steady flow of work.
New Business? A Piece of Cake.
Not a problem, I thought. After all, I was the guy people relied on to generate more business. And the market looked ripe for an experienced freelancer with lots of companies seeking marketing help. Surely they understood the benefits of a reliable, experienced, award-winning copywriter who was available at a moment’s notice and didn’t want any of the costly benefits associated with full-time employees. Wasn’t I actually on trend with the marketplace?
Apparently not. I’ve spent the past few months carefully researching clients, putting together an envelope package that included:
- Personalized copy to the market and the individual
- A professionally designed background sheet covering my experience and approach
- Use of digital devices such as QR codes to take the recipient directly to a market- appropriate writing sample
- A colored envelope with typed copy and a First-Class Mail postage stamp
I then followed up with telephone calls, the first 25 of which resulted in 25 voice mails. Bottom line: My efforts generated not one single conversation with a human being.
Now, I did do a bit better by curating my 700 LinkedIn contacts and reaching out directly to those who were potential prospects. Most of the contacts at least responded to my communication and promised to remember me when opportunities arose. Perhaps they will.
I had to wonder if ageism was a factor in my lack of success. Maybe. But as a seasoned marketer I also know that business development takes time, that lots of factors enter into the equation and, as I often reminded clients, marketing success comes from a combination of inspiration and perspiration.
Eye-opening Experience.
What the experience did do, however, was make me more aware of age-related business issues in general. A recent article in the AARP Bulletin, “Ageism: Alive and Well in Advertising,” pointed out how far too many companies still create ads that show contempt for older people, stereotyping them and reinforcing negative biases.
Yet people 55 and over are anything but irrelevant consumers. As the article points out, they control 70 percent of all personal wealth in the United States. And they’re not just sitting home counting their money. They purchase:
- 56 percent of all new cars and trucks
- 55 percent of personal care products
- 65 percent of health care
- 68 percent of home maintenance and repairs
- 76 percent of all prescription drugs
So, why do so many advertisers get failing grades in understanding and relating to older adults? It could stem from a lack of age diversity among marketing and advertising teams. The AARP article points out that the median age for a manager in U.S. advertising agencies is 37. The average age of a creative person in the marketing industry is 28, and 71 percent of creative directors are male.
Believe me, I saw that youth shining through in numerous websites as I was doing my research. The copy for many advertising agencies (one of my targets) sounded like my two daughters talking to their friends.
Did I also come across any websites that seemed dated and unappealing? Sure.
Okay, Boomer, What’s Your Point?
The takeaway is that you need to understand your entire customer base, what each segment means to your business economics and create balanced, professional copy that speaks to all your audiences. Better still, you may be able to apply today’s digital technologies to speak to each group individually.
Perhaps the place to begin is by assembling an age balanced creative team that brings a broader perspective to the table. If there’s a voice missing on your team, I could connect you to this 73-year old copy guy who is sensitive to the needs of many age groups, including older audiences. In fact, you can reach him yourself at 708-610-9914 or lbauer9663@gmail.com.
Just ask for Larry.