Is your marketing helping, hurting, or making no difference?
Take our quiz and find out!
Having trouble watching this video? Click here.
In yesterday’s podcast, I shared Bob Bly’s analysis of the motivations and marketing approaches for the over-50 male segment of the population: the Grumpy Old Men. I’ll be right back with more insight and marketing tips from Bob, an award-winning direct response copywriter.
– Hi, I’m Colin Receveur, and this is the Patient Attraction Podcast.
– The Grumpy Old Men, or GOM, comprise more than 10 percent of the U.S. population, or more than 35 million people.
– They’re a unique market segment for dentists.
– Marketing to GOM requires insight into what makes them grumpy and the best ways to respond in your marketing.
– If you haven’t seen yesterday’s episode, do yourself a favor and watch it.
– Today, I’ll continue with Bob Bly’s analysis and his final 5 marketing tips.
– At number 6, Bob noted that Grumpy Old Men respond well to money-saving offers, free offers, sales, discounts, and bargains.
– Those are points you should always stress when marketing to this segment.
– For his 7th point, Bob noted that GOM feel a sense of entitlement.
– After all, they’ve been paying taxes, paying insurance premiums, paying into Social Security, and paying into Medicare a lot longer than the younger generations.
– They’ve put in the years, and they’ve paid their dues.
– Your marketing should stress the idea that they’ve earned your dental solution for their problem, and that they deserve it.
– The fact that Grumpy Old Men have an adversarial relationship with people not like them brings up point 8.
– The “voice” of your marketing to this segment should be that of one Grumpy Old Man talking to another.
– If you’re sending a sales letter, it should be signed by a GOM.
– Bob notes that while GOM may not be the most comfortable technology users, they will research facts, statistics, and alternatives.
– So, point 9, give that in your marketing to them.
– Don’t rely on name recognition or status to sway their decision-making.
– And finally, this is one of the few remaining segments of the population that WILL respond to traditional marketing approaches.
– Point 10 is don’t be afraid to use direct mail, TV and radio ads, newspaper ads, billboards, and Yellow Pages ads.
– Just be sure that the print size is easily readable for older eyes.
– Maximize the contrast between the print and the background.
– Use a standard serif font; nothing fancy.
– Add a bit more spacing between lines.
– Indent paragraphs, and use shorter blocks of copy and shorter sentences.
– The Grumpy Old Men represent an excellent growth opportunity for your dental practice.
– Follow these 1o tips to attract and convert the patients you want: the Grumpy Old Men.
– I’ll be back tomorrow with a very special episode of the Patient Attraction Podcast: Number 700!
– Until tomorrow, keep moving forward.