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 Selling financial services to aging Baby Boomers requires a different approach for financial marketers, according to Matt Thornhill, President and Founder of the Boomer Project.
He reported to Boomertirement participants that connecting with Boomers requires an understanding that they:
- Do not see themselves as old… yet. They consider themselves to be middle-aged.
- Feel much younger than they are – in fact, Boomer Project research shows the average Boomer feels 10 years younger than his/her actual age.
According to Thornhill, the “new rules” for selling and marketing financial services to this unique generation include:
- Using emotional images and concepts
- Framing your message in the positive, literally
- Understanding the changing values of today’s Boomer
- Making the message personal, for “me”
- Providing information, not “facts”
- Using life stage or life style, not “age”
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Boomertirement Session: The New Rules for Selling to Boomers |
Top Ten Things Financial Marketers Should Do to Connect with Today’s Boomer Consumer
Boomer Project News Release
Boomer Project Web site
Submit your input through our online Boomertirement Industry Report Feedback Form.
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