For example, you probably know that the demographic for both estate planning and elder law skews older. But when you consider that some of the niche markets in estate planning are quite young, from parents with minor children to blended families, business owners and corporate executives, the overall demographic for estate planning marketing is significantly younger than for elder law. The demographic market for elder law services focuses on both seniors and their Baby Boomer children (who often make or influence elder law decisions), but both groups are over age 50.
Small But Significant Differences
Dig a little deeper and you'll see important differences even between these two age groups, differences that can (and should) influence your marketing messages.
Baby Boomers, for instance, have differing core values, experiences and attitudes about work and money than their parents. Where Boomers value opportunities and may have a buy now, pay later attitude; their parents value self-discipline and dedication and have a save, save, save attitude about spending.
Reaching Both Markets Online
You may be surprised to learn that you can reach both groups online. In fact, recent research shows the internet is an everyday part of Boomers’ and Seniors’ lives. For both groups, the internet is their top source for gathering information on topics of interest, outpacing TV and print media by a substantial margin.
Want to learn more? On Day Two of The Summit, I take a deep dive into the marketing nuances between estate planning and elder law and how these differences can guide your marketing to greater success among both groups.
If you can't wait until then, join me Wednesday for a free webinar on this topic and a Sneak Peek Preview of The Summit.
Free Webinar Wednesday
Want to learn more? Attend our FREE Sneak Peek webinar!
Wednesday, Sep 27, 2017
12 noon CENTRAL time. (1 p.m. Eastern)
Your BONUS OFFER: Registered attendees to this live event get a FREE white paper on Reaching Today's Boomers and Seniors Online AND a special discount offer to attend The Summit here in Colorado Springs, Oct. 18-20.
The Summit 2017
October 18-20 | Colorado Springs
Cheyenne Mountain Resort & Legacy Ranch