I was recently writing an ad for a client, and they were asking why I wrote what I did for them… I thought, well – you told me your target audience was men 50+, so that’s who I wrote it for, as its what you had on the copy brief – not women 25+?
“Oh” they replied “I didn’t think that was a serious question when I filled in the form”
I’m sorry, what?
Too many people think the over-50 crowd is only interested in buying pain relievers and pre-paid funeral plans, not, as in this case, computers.
I had spent quite a lot of time crafting what I thought was a great spot to suit the over 50s, harkening back to the dial up days, and doing video chats and catch ups, reading a bed time story to the grand kids overseas, etc.
So instead I had to scrap the script and re-write it to be more focussed on young women, which was harder to do considering all the other options they have already at their fingertips with their mobile phones.
But it made me think about writing for different age groups – I am sure we all try our best to do so without falling into cliché land. And without stereotypes taking centre stage.
Personally I would love to target over-50s in this clients category – I don’t think people are doing it enough.
Because it’s EASY to get over-50s to listen to a spot that either tugs at the heart strings, informs and educates, and connects with them and their life experience.
It takes more work to get through to those 25 year old females. It’s even tougher to keep them.
At least I find it is.