AARP The Magazine and AARP Bulletin have over 22 million subscriptions. Number 3? Costco Connection at 13 million… and number 4 is Better Homes and Gardens at 7 million.
What do 3 out of those 4 have in common?
Their readers are mostly older. Hey, did you notice I used the word older? Research has shown people prefer the phrase “older Americans” to Senior Citizens or Seniors. What term are you using in your marketing and selling?
Also, instead of 55 and older… use age 55 and better. These things seem trivial, but they could be the difference between people reading or throwing your marketing away.
If we look at both AARP publications… you’ll see that the articles are dominated by Health, Financial Security, and Family. This makes sense because after reviewing several surveys of people age 55 and up, the University of Michigan found that the top four concerns of this age group are:
- Financial Security
Obviously, our marketing centers around Financial Security… but what are you doing to tap into the other three topics as well? If you want to set yourself apart from your competitors… learn to leverage Health, Religion and Family in your marketing as well.