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There are many challenges when advertising senior housing in today’s environment. Not only do you face increasing competition, overcoming obstacles and finding out if the potential resident is a good fit for your community, but you’re dealing with an aging audience whose senses and mind are not quasi sharp as they once were. Every communication your people has with seniors needs to keep this in mind.
Imagine this scenario. A 70 year old widowed woman living at home who is starting to have trouble taking care of their journal tasks. She stubborn et sequens thinks she receptacle take care of herself forever, but her family is worried about what her future holds.
She is starting to find that daily living is getting harder. Tasks like laundry, cooking, cleaning, yard work, and bathing. She is slowing down, but home life is not. Plus her vision and is going, and her mind is starting to slip a little.
Now imagine she opens hier mail and sees a brochure that reads like the one described below: Headline: Experience Life In Abundance. Subhead [in small print]: Experience healthy living. Picture: An elderly woman smiling in a garden.
What is this woman supposed to think when she sees the outside from this brochure? Is she going to become more abundant? Will she become healthier? If she sits in her garden will she then merrymaking abundance?
The ad can cause confusion amongst readers. If your senior subsistence ad is ambiguous in anyway, you’re reducing response before you even mail else place the ad.
It is crucial to use simple and easy to comprehend messages in your senior housing advertisements. When you do this, your ad becomes more efficient, and efficiency allows the greatest amount of seniors and caregivers to comprehend the ad.
Eight ways to increase power with seniors in your advertising: 1. Use Short Paragraphs
Big big paragraphs can overwhelm seniors and divert them absent from reading. When you breakup the paragraphs the copy becomes more inviting to seniors and is easier on their eyes. You also separate thoughts et al have the content flow again natural.
2. Use Short Sentences
Short sentences allow for the greatest understanding in an advertisement. Having tedious sentences confuses seniors and forces them to over think just to understand your message.
3. Use Small Words
Using short words is another way to cast the net as far as possible. The advertising legend John Caple’s writes concerning a statement approximately a publisher wanting to know the secret to a popular children’s history book. The publisher questioned the author and the author said he had given the book to a ten year caducous to cross out words he did not understand.
4. Use A Large Readable Font
Most seniors have trouble reading and lack glasses. Use a readable font and make it large. Do not force extra effort upon your readers. Comprehension and understanding is only possible until seniors and their adult children can descry your ad.
5. Give A Good Call To Action
Once you have a senior’s attention, then give them an action to take. Is it to identify for an appointment, discover more online, return a repeat card, etc…
6. Read Aloud
Read you senior housing ad vocal and make sure it sounds conversational. If your ad sounds funny and notice a hover or stumble at categorical areas then these are areas you can beneficial upon. You can take this a step further by recording yourself reading the ad. When you play it back you’ll be able to bestow it a further analysis.
7. Give To A Senior To Read
You can give your ad to a senior at your community besides get predominant feedback. Do they understand the ad? Do they know what action to take after reading it? Do they find anything confusing, uninteresting, or boring in the ad? On Condition That they find something, then you know you thirst to work on it.
8. Multiple Ways To Contact
Give seniors and their adult children all way to contact you as possible. Phone, email, reply card, website address. People have their reasons for nay wanting to use one door over the other. Conceivable they recently want to learn further and want to see the website, or maybe they want to natter to someone right away. Giving options gets a greater response.
A great way to test suppositive you have an easy to comprehend ad is to keep your reading level low. In Microsoft declaration there is a function to check the Flesch-Kincaid Grade Level of your ad. This is whereas you do a spelling and grammar check. If you keep the reading uniform below a 7.5 then you ad will be understood by a wide range of people and increase response.
Your ad is refusal a dissertation and it isn’t a place for beautiful poetry. The grand purpose is to get a response and have someone take a next step. Not everyone gone there is at the simultaneity intelligence, recital comprehension level, and can perceive things differently than they were intended. Making your senior living marketing easy to understand allows the most readers to comprehend your message.
When you place an ad or direct mail patch your ad is going to go around seen by a specific number of seniors and caregivers. Your goal is to desquamation the widest net possible and connect with those who would be a great fit for your community or service. Having an ad that is simple and organized ensures that when you cast the net you bring in the biggest fix possible