Qualifying Language Makes Your Marketing More Believable and Effective

Research by the Boomer Project has found people in their 50’s, 60’s and older are more likely to process ideas, advertising and communication from companies that make “conditional” claims… claims that include words and phrases like… “if”… “when”… “for people that…”

As an example, a recent ad for a Advisory firm had the headline, “Introducing the biggest change to the 401(k) since, well, the 401(k).  Sure, it’s a cute headline but it is ineffective.  It sets off red flags in older people’s minds.  They think, “according to who?”  Absolute statements like… the biggest… the most important… best… only… these words will likely be met with doubt and skepticism. 

If you want your message to be believed and thus effective, be honest and straight forward.  Don’t exaggerate.  Nothing is perfect and nothing works for everybody.  And don’t compare yourself to other firms.  Investors think that you are picking and choosing only the things that make you look good.  Doing this will not help but will instead instill distrust.

Here are some real-life examples of the do’s and don’ts:

  • Instead of saying things like “everybody” and “the best investments” consider something like—If you’re nearing retirement and looking for investment strategies that make sense for you now, call us today.
  • Instead of comparing yourself to others, instead consider—People that use our firm feel they have retirement plans customized to them and their particular needs.

Keep these things in mind with your advertising… and your marketing dollar will yield a much better result.

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