The bond between memory and emotion is goes deep. Even marketers are aware of this link and they use this knowledge to advise clients who want to sell to older people. The following example of this recently arrived in my inbox.
David B. Wolfe, noted expert on developmental relationship marketing and communicating with aging customers offers this insight. “Aging customers rely more on emotional reactions than younger adults to determine if they should think about a matter. Memories are activated by emotional triggers in the brain. The stronger the original emotional response to a situation, the stronger the memory will be.”
If an ad headline generates a negative first impression (or none at all) the older person is less likely than a younger consumer to plunge further into the ad copy. Moreover, stories generally arouse emotions more readily than emotionally neutral expository. Research shows that the more emotionally neutral information is, the less likely the older mind will give it attention.
The following link provides you some Do’s & Don’ts to connect better with baby boomers and older customers Media Post. Click on the link on to learn more.
Although he positions his advice around selling to older people I find his advice to be applicable to selling to people of all ages. For example, he writes…
- Design your product to meet functional, social reinforcement, and related experiences’ expectations.
- Design your promotion or advertising to allow the consumer to define the service attributes using his/her imagination in terms of his/her needs and desires. Don’t try to shove ten pounds of copy into a five-pound page. Less is more.
This sort of thing helps validate the general rule that things that work well for older people tend to work well for people of all ages. We certainly find this to be true in health care.