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:
Generation X. Generation X are those who were born between 1966–1976. From no technology to highly sophisticated technology, they’ve come a long way. However, they also tend to get overwhelmed by too much digital ‘noise.’ Consider Generation X your highest educated generation (26 percent have a bachelor’s degree, or higher). Lead them into full-fledged online engagement by education-based products, facts or interview-type posts.
Generation Y. Generation Y, otherwise known as the Millennials, dominate on social media. Born between 1977–1994 they are career professionals, many of whom learned in the early 2000’s how to create a website, sell a product and market it to the masses.
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.
Generation Z. There isn’t as much market research for Generation Z, because they’re the ‘babies’ of all generations. Born between 1995–2012, they may grow up to be the most technologically savvy of any generation. Chances are, they will be raised to expect diversity in their classroom (and online learning, such as social media), through interactive learning platforms (live streaming, anyone?). One of the greatest marketing tactics you can use to reach them as they grow up? Interactive webinars, and eCourse platforms.
Three Techniques to Reach Each Generation of Social Media Instantly
Now that you know what each generation is about, it’s time to dive headfirst into targeting each generation on social media—and meet them where they already are. Here they are: three generations, and three strategies that pay off:
Generation X. The baby boomer generation is most responsive to emails, so use it to your advantage! Create an email marketing campaign (do this easily by using a service like Aweber or MailChimp) and grab their attention with three inspiring or informative blog posts a week — sent right to their inbox.
Being the most financial responsibilities of all generations, hook their loyalty with online deals, home ownership tips, or ‘freebies’ (for example: offer free customization on a product you sell).
Generation Y. Ah, the millennials. The generation that makes up for over 70 million, and the potential to become your target audience, alone. Sharp, smart and innovative, they are thirsty for more knowledge constantly.
According to The New York Times, over 64 percent 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 percent ‘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.
Generation Z. According to a study done by Forbes.com, Generation Z spends 74 percent of their time on social media. While they might not be as technologically experienced as Generation Y, they’re on social media constantly — and expect instant contact. Cater to your generation Z audience by developing (and maintaining) a strong presence on Snapchat, or with Instagram Stories (they respond well to stunning visuals and fun filters!) Kill two birds with one stone by live streaming videos on Facebook, and/or weekly YouTube videos.
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!