Stupid Marketing Tricks Part VII - Using The Wrong Words

Let's take just one moment to review what we have accomplished this far . . .

The very broad and most basic formula for developing and implementing an effective marketing plan has not changed at all. It is still, and most likely ever shall be:

a. Define the market.
b. Define the people.
c. Define the message.
d. Define the preferred delivery system(s).
e. Deliver the message.

We have thus far accomplished a and b. We have begun to learn how to craft an effective message (one that creates sales). This is the second post on this subject.

Remember that the entire formula must be viewed from a new perspective that takes into account the current options now available in the marketplace. The old 'tried and true' marketing systems are not working because they being applied TO a marketplace that has changed radically, dramatically and permanently.

In her book, Every Generation Needs A New Revolution, author Linda Thompson of Life Path Solutions ( http://www.lifepathsolutions.biz ), provides us with an extremely penetrating look into this new marketplace. (If you have not read her book, I highly recommend you do so if you intend to successfully market any product or service in this new marketplace. In my opinion, it is the new Bible in regards to learning to craft effective marketing messages).

"Remember the sale pitch, 'This is not your father's Oldsmobile?' That's what's happening today,” Linda says. “We are trying to sell our products and/or services to multi-generations, using the same delivery, to everyone. Most likely, those who have tried this approach have not found a great deal of success. Every Generation Needs a New Revolution illustrates how this commonplace problem can easily be overcome and can indeed be transformed instead into a real asset.”

In her book she defines the following groups of people:

The Veterans - born 1901 - 1929
The Silents - born 1930 - 1945
The Boomers - born 1946 - 1964
The Generation X - born 1965 - 1976
The Generation Y - born 1977 - 1990
The Millenials - born 1991 - Now

All of these diverse groups are found in the marketplace currently. However she breaks this down even more. For our purposes here I will summarize briefly just a few characteristics of these groups. Her treatment is far, far more comprehensive. (Again, I highly recommend that you read the book to get the full, unedited picture).

Veterans
Personality: Traditional, Family Oriented
Core Values: Patriotism, Loyalty
Think of: Charles Lindbergh, Rudolph Valentino

Silents
Personality: Conformist, Conservative
Core Values: Dedication, Sacrifice
Think of: Jimmy Carter, Charlton Heston

Boomers
Personality: Driven, Soul Searchers
Core Values: Optimism, Teamwork & Involvement
Think of: The Beatles, Bill Gates

Generation X
Personality: Risk Takers, Skeptical
Core Values: Diversity, Global Thinking
Think of: Michael Dell, Brooke Shields

Generation Y
Personality: Optimistic, Prefer Collective Action
Core Values: Confidence, Civic Duty
Think of: Tara Lipinski, LeAnn Rimes

Millenials
Personality: Remains to be seen
Core Values: Remains to be seen
Think of: Remains to be seen

What does this mean to you and your marketing efforts? It means a great deal. For here we have 6 very distinct groups of people, with 6 very distinct ways of communicating and 6 very distinct ways of perceiving that message you are sending.

One of the primary reasons your message may not be effective is that it is being perceived by groups of people who perceive your words in many DIFFERENT ways, not all of them as favorably as you might hope. This is not your father's anything.

According to Ms. Thompson in Every Generation Needs A New Revolution, the numbers break down as follows: (these numbers have not been verified by me - I reference them here from the book)

The Veterans 63 million
The Silents 49 million
The Boomers 78 million
The Generation X 40 million
The Generation Y 70 million
The Millenials Unknown

Now, let's suppose you are a Veteran, but your primary market is Gen Y. You develop a great message that references Rudolph Valentino. Nobody will know what the hell you are talking about. Don't laugh. I have files full of these things. I see this over and over again.

(Remember that you are developing multiple profiles. Hopefully you will have more than one. You will want to craft one message for the female Silent, and a completely different message for a Gen X male. You may have many profiles, requiring many different, highly targeted messages - perhaps even a different landing page for each profile . . . )

Not talking the language of your targeted market would be a really stupid marketing trick. More on this subject in the next post.

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