We recently ran a survey here at SeniorMarketing.com about the words we use to describe senior living. Our survey results prove, prospect’s feel disconnected by the typical language used by a community. It’s usually a much different language than they normally speak.
So if the typical language is offending and disconnecting seniors, how can we learn to use the language our consumers are using to connect with them emotionally?
Traditionally, this required focus groups and surveys, but today much of your research can be done online. Following are 4 simple ways you can use today to discover the language your prospects use.
1) Study your successful competitor’s marketing messages and see how they’re communicating to prospects. View their websites, have a family member sign up for their mailing lists and start receiving their communications.
Are they using more simplistic messaging? Do they speak in a more personal and humanizing tone? If so, they’ve probably spent a good deal of time and effort learning how to properly communicate with their prospects.
Type phrases your prospects would use into the search engines over a period of weeks and a couple months. Notice the ads you see on the search engines, and more importantly the ads you continue to see over a period of time. If an advertiser is running an ad for an extended period of time, this is a telltale sign it’s working for them. Learn from it and piggy back off their success.
2) Listen back to your recorded phone calls. You should be recording your phone calls to, track your marketing sources, and for sales training purposes. When listening to the calls, study the language your prospects are using. Find out what their confusions and concerns are and then address this in all your communications.
3) Go to senior living review sites. These are becoming more prevalent and reviews are growing by the day. Look at the reviews and notice the language consumers are using. Study the positive and negative reviews. You’ll learn what they liked, and what they disliked about the community they were at. You can take a review, rework the benefits into your own communications, and you now have this message in your consumers language.
4) Head over to Amazon.com and read the reviews of books helping people make a decision about senior living. This review helped a person make a decision to not only spend money on a book, but also devote several hour to educating themselves on this topic. That’s huge!
Study the language people are leaving in these reviews. What are their concerns? Communicate back to your prospects your objections to their concerns in their own language and you’re going to see your responses increase all across the board.