Respect (and Sell To) Your Elders
By
Joe Keenan
, Senior
and Catalog Success
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* Target females. They’re generally the decision makers in senior households.
* Use copy that holds out the promise of youthfulness and independence — concepts they’ll identify with.
* Avoid pictures of older people in promotions and communications. Generally seniors view themselves as seven to 10 years younger than they really are.
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- Companies:
- KBM Group
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