As a senior marketing copywriter for over 35 years, I’ve learned a thing or two about capturing the attention of this particular audience.
They say, “It takes one to know one”
Being a senior myself, I understand that some decisions are made by the individual senior and some are made by their adult children.
The same can be said for deciding to let a senior age in place, as my siblings and I did with my Mom. First-hand knowledge is the keenest and most deeply understood.
My wife’s experience with her recent knee replacement surgery provided me with invaluable information that I incorporated into my writing for orthopedic surgeons’ websites, radio commercials and TV testimonials.
My personal journey with hearing loss has given my writing further insights on hearing solutions. This knowledge helps me convince hearing impaired people to realize how hearing aids will positively impact their lives.
Here are a few examples across various projects:
GranVida Senior Living—Carpinteria’s only assisted living & memory care community captured the personality of one of Southern California’s original beach towns.
Paintbrush Assisted Living & Memory Care—This Fresno community’s architecture was inspired by the Ahwahnee Hotel in nearby Yosemite.
iHEAR Medical—Using infographics presents seniors with interesting facts about how hearing loss is connected to diabetes, dementia and heart disease.
What’s Your Hearing Number?—This introduced the only FDA-cleared, at-home hearing screener, the iHEARtest, to the healthcare industry for their senior customers.
What Our Mothers Taught Us About Senior Living—This tells the stories of how our three extraordinary Moms inspired us to be good husbands and loyal sons.
Seniors Getting Stoned in Seattle—What happened when the residents of an independent and assisted living community in Seattle visited a legal marijuana dispensary? Take a deep breath and find out.
The Sequoias—This quarterly, six-page newsletter reached hundreds of residents, visitors and potential tenants of these luxury Life Plan Communities in the San Francisco Bay Area.
Experience is everything.
Whether I’m writing for senior living communities, hearing aid manufacturers or other clients targeting Baby Boomers, it helps to have first-hand experience in each industry.
SGD is a San Francisco Bay Area advertising, marketing and branding agency specializing in the senior and boomer markets. We’ve successfully positioned, branded and rebranded companies that market to seniors, weaving traditional and online tactics to create compelling stories that drive response.
About the Author Gil Zeimer is a Creative Director / Copywriter at SGD Advertising specializing in senior / boomer, healthcare, lifestyle, financial, travel / leisure and technology brands since 1984.