Are You Using The Right Language

In this week's down the rabbit hole, I'm looking at Generational Marketing and using the right language to attract the right customers - simple eh?

We spend a lot of time focusing on SEO/AEO/GEO/LLM to get content ranked higher. But what happens when people land on your website?

Does the language in your content appeal to them or does it put them off?

Marketing 101

When I studied Marketing, one of the first principals is know you customer. A lot of research is done, but how many people look into the "Generation" prospects are born into and the type of language they use.

Example - my business has 3 main clients.

Baby Boomers born 1946 - 1964

This age group are post WWII. They have faced food shortages, being evacuated away from their families. They are now:

• Age 60 - 70
• Focus: Security, stability, and peace of mind.
• Language that resonates: “Protect, secure, guarantee, peace of mind, roof over your head, money in your pocket.”

Gen X (1965–1980)

This age group, for me is mainly stay at home mums whose kids have grown up and they are getting back into the workforce. They are now:

• Age now: 40s–50s
• Focus: Balance, independence, financial control, and preparing for retirement.
• Language that resonates: “Freedom, independence, flexibility, smart strategies, plan B, not relying on the system.”

Gen Z (1997–2012)

Younger generation leaving school or university. Many don't have a career path to follow. They are now:

• Age now: late teens to mid-20s (just leaving university).
• Focus: Flexibility, freedom, finding their path, building financial independence early, and values-driven choices.
• Language that resonates: “Future-proof, side hustle, freedom lifestyle, digital-first, create your own path, start today.”

With 3 distinct customer types, I use 3 different types of marketing even though I'm selling the same course. The course is flexible to suit each of their needs.

A general approach to marketing results in the use of the wrong language to attract a customer and you don't attract anyone. So, I use 3 different types of marketing, 3 different lead magnets, 3 different languages focused on each group.

Who Is Your Customer

When you know who is your customer you can use the right language to attract the right customer and have a more successful business.

Do you know which generation is best for your business and what their focus and language are?

Next time you create your customer avatar, don't forget to look at the generation they were born into. Customise your marketing so it addresses their concerns, their needs and their language.