Content Your Senior and Adult Clients Want
Do You Know What Your Senior or Adult Client Wants?
The recent article, “Find Your Customer’s Voice for the Business Blog“, written by Tom Schwab – offers hints why it’s important for adult living and senior care businesses to clearly define and understand their buyer’s personality/persona.
As a writer for the industry, my online research shows clear indications that business owners/marketers in the senior care world have no clue about the significance of a buyer’s persona. According to Larry Levenson at Social Web Marketing, “A buyer persona offers deep insight into your potential customers’ motivations, behaviors and challenges, how they make a decision to buy and how your services can address their needs.”
While I know that most business people despise writing, I on the other hand love it. It’s a creative outlet for me and there’s a great need for good writers too, especially in business – which if another love of mine. Lucky me! When I find monotonous content (there’s a lot of it) – it’s frustrating to me – web copy could be offering so much more – without more effort.
The other day at a networking function, a family caregiver sat at my table. She is a writer too. When we exchanged formalities, her comment was, “Oh, please teach senior care businesses to write engaging content – it’s very boring and all sounds the same!” Getting an eerie feeling of déjà vu, I ask, “Oh, what do you mean, can you please tell me what’s been your experience, obviously you’re researching topics on aging relatives?” She replied, “Yes, I have parents who need my help, so I do a lot of online research for them. What I find is – copy that TALKS ABOUT THEMSELVES TOO MUCH. I understand,” she goes on, “that they want me to learn about them and the services offered, but for heaven’s sake, think about MY PARENT’S’ and “my” needs not just about your business and its features. There’s very little engagement and too much shouting out!” Wow! I had to look around – did I really hear that? Download this free eBook, “Content Marketing for Senior Care Providers.” In the book, you’ll find those exact words written by me (several years ago). My new friend was preaching to the choir but confirmed my gut reaction I’ve had for years now!
Moral of this story, as mentioned by Larry Levenson, create content that gives insight into your customer’s challenges, motivation, and behaviors. And like my new friend says, “Please engage me. Don’t shout out to me.”
Learn more about “Getting to Know Your Audience,” an insightful article on how to learn about the needs your audience has.
I can help you “know” your perfect client(s) and your company’s personality. It’s crucial to focus less on “marketing” the benefits and more on how to use personality behind your brand. My copy ensures your specialness shines through and delivers a strong, clear and persuasive message.
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