Attracting Senior Clients With Free Offers
Senior clients respond to free offers
Seniors grew up believing that there is no free lunch and that you aren’t going to get something for free. Although this mantra has been repeated by many seniors, it hasn’t stopped them from lining up to get something for free. Perhaps they respond to offers for something free because they want to beat the system and prove that they will not fall for the sales pitch that comes after the freebie. In the case of free meals it may be that the enjoyment they receive from having a chance to socialize is driving them to respond, or in some cases maybe they are saving some money on something that they would otherwise have to purchase.
As we experience the senior tsunami in the coming decade, it may be necessary to change the nature of free. A free offer of return address labels or a pill cutter may not get the response that it once did. The idea of a free offer is to get the senior to respond, but more importantly to create a sense of obligation. I believe that the days where a senior would feel obligated by receiving a free calendar or prescription pill organizer are long gone. Even the offer of a free meal has lost some of its ability to create an obligation. Seniors who are invited to a seminar even feel as though they are owed a meal just for showing up.
Attracting senior clients with free information
As the number of seniors online increases, it becomes easier to use the Internet to attract senior clients. Information products that offer a high perceived value are used successfully for all consumers online today. Quality information products, if delivered correctly, not only have the ability to attract seniors and create an obligation, but they also allow you to become a trusted professional.
The benefits of offering an information product cannot be ignored. First, and maybe most importantly, seniors probably found your offer through an organic search or saw an ad that you may have placed online through Google or some other website. In either case, they have raised their hand to express an interest in your product or service. Compare this to paying for a direct mail campaign to thousands of prospects only to get a small response.
In addition to your prospects seeking you out, an information product is very inexpensive to create and deliver. Something as simple as a free report may be enough to have your prospects request your free content. But given the low cost of production and delivery, you may want to deliver a mini-course over several days or maybe a series of videos. Remember, once prospects have signed up for your offer, it’s up to you to deliver quality content that will enhance your position as a trusted professional.
To create your free content, think in terms of what problem your prospect is trying to solve. Offer solid information about your product or service that is a real value to your prospect. Your free content is not your offer. Stay away from any salesy self promotion and keep the free content informative. Once you have provided valuable content and positioned yourself as a trusted professional, you should make your offer or ask for additional contact information. This low key approach of giving valuable content in the form of sought after information will get a much better response when attracting senior clients with free offers than some of yesterday’s approaches.
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