Must not eat jelly beans for breakfast … must not eat jelly beans for breakfast …
1. MOST SHARED: 3 Senior Housing Marketing Strategies That Deliver Results
Last fall at a terrific conference called SMASH, reporter Emily Study and I got to talking about the “micro yes.” As she explains in an article for Senior Housing News:
“In the sales world, it’s called a ‘micro-yes.’ In the senior living world, it’s called guiding a lead.
But the idea is the same: Marketers and senior living providers, alike, must guide customers and prospects along through a series of smaller decision points, or micro-yeses, to get to the ultimate yes, which is the purchase — or the move-in.”
Our conversation continued beyond the conference as Study gathered three examples of “micro yes” techniques that shorten the sales cycle: experiential marketing events, guest-stay programs and “gold card” waitlists.
The article published last week features examples from continuing care retirement communities and active adult developers from New Jersey, Pennsylvania, California and Hawaii and a quote or two from yours truly.
Read the article on micro yesses: http://bit.ly/19wpNc0.
RELATED: Download a white paper on Experiential Marketing, with case studies on small, medium and large events programs: http://bit.ly/1yTnPIa
2. MOST CLICKED: “Aging is not death. Stop conflating the two.”
Amy Gutman addresses the new opportunities afforded us by the longevity bonus — and the old, ageist tropes that undermine them — in an Op Ed for the Washington Post:
“Some months back, I dipped into a small bookshop to pick up a volume on career transitions for people older than 50. I was stunned to find it on a shelf with the heading ‘Aging and Death.’
The memory has stayed with me, a metaphor for our fundamental misapprehension of where aging fits into the human experience. And it’s far from the only example.”
Read Gutman’s piece on ageism no-nos: http://wapo.st/1xW2aEP
I appreciated this reaction to the article from Boomer and radio/broadcast marketing expert Clark Smidt:
(Psst! Add your reactions using the comments tool below and/or on any of our social platforms.)
3. Also of note:
* Age isn’t a disqualifier for entrepreneurs. It’s more like a prerequisite. — Article on entrepreneurship by Michael Hyatt via Gayle Williams http://bit.ly/1C6hVph
* 11 Ways for Local Business to Get Links, w/ pro tips from Casey Meraz of Moz — http://bit.ly/1xW5boI
* 9% of 55-64 yr old baby boomers are using shopping apps (vs. 30% of 25-34 yr olds) — GlobalWebIndex http://bit.ly/1Cs8FKY
* It seems someone was diving deep into the Creating Results Twitter feed because we ended up with quite a number of clicks on this blog item from April of 2013, “Counting Our Blessings.” http://bit.ly/1JePPNl
The post was prompted by the Boston Marathon bombings. The sentiment holds true and seems appropriate as we wrap up a holiday weekend and near the two-year anniversary of the tragedy: We count our blessings … including you our readers … daily.