This article in the NYT on the trend of products for baby boomers worried silly that they are losing their memory — and with it part of their minds — shows how fear, doubt and uncertainty can drive a market. It’s projected to hit $2 billion by 2015. Wow.
Playing the axiety marketing angle is typically done with seniors. (Who has not seen a pharmaceutical ad?)
Are boomers the new seniors for marketing this way? Surely boomers can’t be living longer and looking younger but become unsure and unstable if they suddenly leave their cellphone in the freezer. Our brains are busy storing more stuff.
Are your customers or prospects filled with fear, doubt or uncertainty about something? Do you help them manage these emotions through a product or service without blatantly highlighting your cure(s) as a benefit?
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