As a seasoned producer, you have undoubtedly heard this tip once or twice in your career: Adapt your message to your audience. Working with seniors in the age of social networking sites, blogs and RSS feeds, however, this suggestion takes on a whole new meaning.
According to Todd Follansbee, founder of WebMarketingResources.net and a specialist on website user behavior, selling to seniors through the web requires certain adjustments to traditional viral sales techniques. Follansbee refers to a "silver tsunami" which is quickly taking over the World Wide Web: "Today's seniors are increasingly likely to be using the Internet. Seventy-two percent of 51 to 59 year-olds and 54% of 60-69 year-olds are online." To make the most of each senior's visit to your web page, Follansbee suggests the following tips:
? Font size should not be smaller than 12 point.
? Web site instructions should be easy to understand.
? Focus on the benefits of your product with straightforward phrasing.
