There’s a fast-growing marketing niche that’s barely been tapped and is in desperate need of talented writers.
I’m talking about the older-adult market.
You’re likely thinking… Seriously? Seniors? Would I be writing about retirement homes and health products?
Well, sure. But this market is rich in variety — there’s so much possibility for writers willing to specialize and educate themselves in this market.
Older Adults As a Market
People are living longer, healthier lives than ever.
Many adults in their 60s and beyond continue to travel, make investments and hire financial planners, take part in lifelong learning, engage in active hobbies, volunteer, and even continue to hold down a job.
The companies and organizations that offer services and products to this thriving and growing market need compelling content and copy to compete for these discerning buyers.
Too often, the marketing materials written for this audience don’t connect for myriad reasons. And that means the companies serving this market need help… specifically, your help.
Understanding the Disconnect
To start, companies and organizations serving older adults often underestimate and misread the diversity, expectations, and needs of this group.
There are so many common misconceptions and stereotypes about older adults. Companies serving this market often assume older adults dislike or fear technology, are opposed to change, fear trying new things, and have a limited interest in anything other than health-related information or products.
When, in fact, this group varies widely in terms of health, income, education, background, and interests.
An often much-younger marketing staff may not understand how to best relate to this audience. If they create marketing campaigns that underestimate how active this group is, or if they talk down to them, it becomes all-but-impossible to build trust.
Too often, companies don’t seek direct input from their older-adult audience. Without helpful, solid research, companies make misguided assumptions, and then the positioning for their products misses the mark resulting in disappointing sales… even for products that are well-designed and meet an existing need.
Finally, companies tend to put more marketing time and energy into reaching younger generations, even though their older customers generally drive more consumer spending. Baby Boomers (ages 62-80), for example, have often built substantial wealth and continue to impact consumer markets well into their retirement.
Enter YOU — a Talented, Versatile Writer
This has all created an excellent opportunity for creative, mindful writers to step in and offer their ideas for thoughtful positioning and communication. When you become a senior-content specialist, you provide big benefits to the companies that hire you, the older-adult audience they’re trying to reach… and to yourself.
Companies serving older adults, at a minimum, need content for their blogs, websites, email newsletters, white papers, and product and service descriptions.
In short, this vibrant, underserved market can be a very lucrative opportunity for writers who are willing to become well-versed in the needs and preferences of this market, and then translate that education and attitude into positive content that’s delivered with accuracy, skilled storytelling, and empathy.
Your Path to Success
Breaking into the older-adult niche doesn’t have to be difficult or complicated — it’s similar to how you would break into any market.
Here are a few suggestions to get you started:
Choose your focus. Select a specific area and create a statement that will highlight your focus and knowledge on a subject.
Possible topics may include active-adult-living communities, financial and investment planners, organizations serving seniors, or healthcare professionals… and that’s not an exhaustive list!
- Show (rather than tell) your expertise. Craft a couple of writing samples that clearly show your communication skills and familiarity with your topic and audience. Don’t hesitate to run these by an older adult you trust for content and clarity.
- Update your online presence. Highlight your specialization in senior content on various platforms, such as your website and LinkedIn.
Build a list of promising prospects to reach out to. Research and select a minimum of 10 companies and organizations that market to older adults. The more the better. You can always prioritize them later.
Consider home-care providers such as A Place for Mom, Visiting Angels, and Home Instead; healthcare organizations such as Mayo Clinic or Cleveland Clinic; and financial services such as TIAA, Vanguard, or Edward Jones.
Examples of potential magazines that focus on older adults include AARP, Prevention, Travel + Leisure, and hobby-related magazines (birds, cooking, golfing).
- Create a concise, focused introductory email to send to your prospects. Reach out to their marketing teams with messages that are relevant to their needs based on what you’ve learned about each business.
- Start with a small offering. Suggest an article topic that will be of interest to their audience and that you can do as a test project. This will hopefully be the start of a beautiful relationship.
- Ask them to help build your credibility. After a successful experience or two with a company or organization, request a testimonial for your website. Be sure to get their full name for better credibility.
Bottom Line
Whether you’re looking for a promising niche, want to expand your current client base, or desire more meaning in your work, the older-adult market may be the perfect long-term opportunity for you.