Market to the Person Your Prospect Wants to Be

A recent newspaper article mentioned that a once-popular teen magazine had gone belly up. One business analyst was quoted as saying that teens didn't think it was "cool" anymore – a fate worse than death for this demographic. Apparently, the misguided editors had run a series of articles on current pop stars in the 14- to 16-year-old range – the same age group as the magazine's target audience.

The problem is, young teens don't want to read about pop icons their own age – they want to read about those who are the age they wish they were: 18 or older. The same lesson applies when targeting senior citizens. Smart marketers produce images of slightly gray-haired but very healthy, active, smiling folks – just what all seniors want to be.

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The Professional Writers’ Alliance

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Published: November 17, 2003

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