No B.S. Guide to Marketing to Leading Edge Boomers & Seniors by Kennedy Dan; Kessler Chip;

Author:Kennedy, Dan; Kessler, Chip;
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2012-09-20T16:00:00+00:00

On the Other Hand, There Are Fears in the Way

LEB/S consumers have definite fears that interfere with selling to them. These fears all center around making mistakes.

Seniors become increasingly sensitive to and concerned about embarrassment as they age: doing something that proves to be foolish; being taken advantage of; opening themselves up to criticism by family and close friends; or, worse, the idea circulating among family and friends that they can’t take care of themselves, can’t manage their money, can’t be trusted without supervision. Seniors are also painfully aware they lack the luxury of time to recover and rebound from mistakes. If their earning years are past or soon to be over, they lack the ready capability of replacing money lost, and they know it. This aids my clients in the financial arena selling investments with high safety but very low yield, because their clients are far more concerned with preservation of principal than they are gains. It stands firmly in the way of those selling speculative or relatively unusual investment products. This fear, like most, is a double-sided coin, with gold on one side, tin on the other.

LE-boomers are not so sensitive to elapsed time and limited remaining years, and may not be as sensitive to criticism either, but they are still growing more risk averse and certainly concerned with each passing day. They, too, can be scared.

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