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Consumers Like Copy To Read Like A Story With A Beginning, Middle And End

The older we become the more we rely more on emotional reactions to determine if they should think about a matter. Emotional triggers in the brain activate memories. Experiences arm many of these triggers. The stronger the memory - the stronger the emotional response. When we experience something in the present, the brain scans its memory banks to see if what we are currently experiencing are like anything we have experienced before. If ad copy fails to connect with a baby boomer and older consumer's idealized image of self, it is more likely to be ignored.

Baby boomers and older consumers are more resistant to absolutism. Strongly worded and delivered claims about a product's features and benefits usually work better with younger, more literal-minded adults. Stories or narratives work better for getting the attention of baby boomers and older consumers than expository.

Older minds work more out of the brain's right hemisphere where engaging stories are mostly processed, so it makes sense that storytelling is especially effective in marketing to baby boomer and older consumers. Stories generally arouse emotions more readily than emotionally neutral expository. Research shows that the more emotionally neutral information is, the less likely the older mind will give it attention.

In today's competitive environment, companies need the best advantage they can get. Our approach to communicating with baby boomer and older consumers provides you that advantage in a significant way. Our goal is to apply our understanding of communications and behavior changes in aging populations to help you create attention getting copy.

For more information on our approach to copywriting services, contact us at info@comingofage.com.