October 12, 2017
Highly compelling copy—the kind that rattles the questions of your audience, and shockingly, (and instantly) gives them the answer—isn’t easy to do. It’s an even greater challenge when you’re targeting multiple generations at once. In this article, you’ll learn the three components of turning ‘good’ copy into ‘I gotta buy this’ branding, no matter how old or young your viewers may be.
First Up: Know the Difference Between X and Y (Even Z!)
While you may know a millennial when you see one, do you know how to reach them in a sentence or two? Do you know how to turn a Generation X viewer (otherwise known as a ‘latchkey kid’) into a devoted consumer? Don’t sweat it out. Instead, learn the key psychological components of what makes them ‘click and buy’ – and then sit back, ride the waves of high sales and repeat:
Now in their 30’s and 40’s, they are prone to ignoring the typical marketing pitch, and look for compelling content, fine-tuned sales funnels and impeccable images to stay engaged. They’ve been in the presence of technology since childhood, and crave a variety of digital content, such as ezines, podcasts, and blog posts. Blast them with a variety of marketing content and you’ll keep them engaged and excited for what’s next.
Want to grab hundreds (or thousands) of leads within days and watch your business skyrocket? Give them a free gift (like an ebook or meditation track) in exchange for their email. They want instant gratification now, and they’ll become a loyal customer if you can offer something of high value.
Three Techniques to Reach Each Generation on Social Media Instantly
Now that you know what each generation is about, it’s time to dive head first into targeting each generation on social media—and meet them where they already are. Here they are: three generations, and three strategies that payoff:
Being the most financial responsible of all generations, hook their loyalty with online deals, home ownership tips, or ‘freebies’ (for example: offer free customization on a product you sell).
According to The New York Times, over 64% of millennials would rather make less than $45,000 a year doing what they love than make more money, doing something they aren’t inspired by.
Create content that inspires them. Promote a product that will trigger fearlessness in them to do what they love, increase their productivity, or allow them to instantly achieve greater work/life balance. Just make sure it’s 100% ‘you’. Don’t fake your way to building a brand. Speak, write about, or post videos that are in alignment with your vision, and that you’re passionate about. When you’re ‘you’ and your brand is authentic, they’ll beg for more.
Do you know what generation your audience is composed of? Or, is it a combination X, Y and Z? To know your audience is to compel them to fall in love with your brand. Use the above techniques and see what works best!
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