Know thy audience. Answer a need. Call to action. Fear of loss is greater than benefits gained. These are the basic rules of marketing we tend to follow. These rules work for this age group:
NOT this age group 
and there's scientific research to prove it.
Dr. Laura Carstensen, a psychology Professor at Stanford University is the director of the Life-span development laboratory and has done empirical studies that show a disproportionate preference for positive messages a.k.a. the Positivity Effect. In memory tests, older adults are less likely to retain negative information. Even more fascinating were the results of brain scans. There was less electrical activity in the brain of older adults when they were looking at negative messages. The negative messages don't even get through with older adults!
Realtors take note: If you're wanting to attract older clients, scare tactic advertising doesn't work...in fact your target market may not even see it! Advertise the benefits, forget focusing on the fear of loss.
Someone please tell the politicians there's a Realtor with a Psych background that could reduce their election costs and help get them the senior vote.
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