When marketing to seniors, it’s not just about understanding their needs and preferences—it’s also about making sure your message is accessible to them. As we age, we might face various changes that affect how we see, hear, and understand things. To really connect with seniors, you need to consider these changes and adjust your marketing strategies accordingly. 

So here are three tips.

Keep Visuals Simple and Clear

Many seniors experience vision changes that can make it harder to read small text or differentiate between similar colors. If your materials are tough to read, you might lose their attention before you even get your message across.

Go for larger, easy-to-read fonts—think Arial or Helvetica—and aim for at least 16-point size to make sure everything is clear. High-contrast colors are your friends here; dark text on a light background works great, but steer clear of colors that blend together. Keep your designs simple, with plenty of white space to prevent the page from feeling cluttered. 

For example, instead of cramming a lot of tiny text into a flyer, use big, bold headlines and short, punchy bullet points. Pair these with simple, easy-to-see images that clearly illustrate your point, avoiding busy or overly detailed visuals that could be hard to decipher.

Use Straightforward Language

Some seniors might find it challenging to process lots of information or understand complex language, especially if it’s filled with jargon or technical terms. If your message is too complicated, you could lose them quickly.

Write like you’re having a friendly conversation. Keep your sentences short and to the point, and avoid using industry-specific jargon that could be confusing. This makes your content more approachable and helps get your message across clearly.

For example, instead of saying, “Our advanced platform utilizes a multichannel engagement strategy,” just say, “Our platform helps you connect with us through email, phone, or social media.” 

Offer Different Ways to Engage

Not all seniors are tech-savvy, and some prefer traditional forms of communication like phone calls or printed materials. You want to offer multiple ways to engage so that everyone feels included and valued.

So, offer print versions of digital content, like newsletters or brochures, especially in larger print for easier reading. Diversify your content formats—consider videos, podcasts, and articles to cater to different preferences. And have your phone number, email, and physical address in all your materials.

For example, if you’re sending out an email newsletter, also offer a printed version that can be mailed out to those who prefer getting their information the old-fashioned way. And add a phone number for those who want to call in with questions instead of going online.

Remember, accessibility isn’t just about compliance—it’s about making sure your message resonates with everyone. So, take the time to consider these tips, and you’ll create marketing materials that truly connect with your senior audience.