Whether you are writing copy for a postcard or an email, the language you use matters. Just like products and images, the wording you use should be matched to the different demographics of your target audience(s).
Let’s look at three examples:
Millennials have great influence and spending power, and despite conventional wisdom, they are highly influenced by direct mail. But the traditional “features and benefits” approach doesn’t work for this group. Instead, Millennials tend to seek experiences. Your messaging should focus less on the details of the product and more on how it benefits their lives. If you are selling bicycles, for example, you might focus less on how smoothly the gears shift and more on how cycling to work helps them save money on gas, which gives them more money to spend on things they love.
#2: The “New 50”
On the other end of the spectrum is the retired generation. Traditionally, this group has been called “seniors,” but this term will turn them off quickly. This generation sees themselves as empowered, full of vigor, and entering a new life of freedom. We often see wording and imagery reflecting the value in travel and leisure, new life directions, and deepening family relationships, while also reflecting a sense of responsibility for passing on traditions, protecting finances, and leaving a legacy for the next generation.
#3: Luxury Consumers
Another highly sought-after group is consumers of luxury goods. This high-income demographic is less interested in features and more interested in status. If you have a print or email VIP Club, for example, this group wants unique insights and experiences (behind-the-scenes look at your new wine) and exclusive benefits (gourmet buffet for gold members on-site at the museum) reserved only for them.