People over age 50 hold half of the total discretionary income in the U.S. and 70 percent of all financial assets, according to MetLife's Mature Market Institute. Show some respect and it could pay off.
The insurance giant is certainly gaining customer brownie points with the launch of a new booklet, "The Mature Market: Guidelines for Effective Communication." This soup-to-nuts guide coaches communicators on appropriate etiquette in addressing older Americans. Among the recommendations:
- Avoid condescending phrases such as "he looks great for his age."
- Strike the words "lonely" and "sick" from your pitch vocabulary.
- Depict older adults as active, athletic, stylish, and interested in learning.
- Pack visual materials with strong color contrasts, serif typefaces, uncoated paper stock and ample white space.
- Speak clearly and slowly for individuals who have difficulty hearing. Eliminate background music or noise.
- Trade in trendy hype and hyperbole in favor of factual information with an emotional hook.
For a free copy of the booklet, write to the MetLife Mature Market Institute, 57 Greens Farm Rd., Westport, CT 06880 or call 203/221-6580.