I’m back. I had a lovely week along a river in Ontario with my mom. It’s something we’d never done before — spent a week together with no one else. I will say this — we found out we’re much more alike than we are different. We both love to debate! But we both love to laugh and have fun, too.
It was good.
As I sifted through scores of emails yesterday, I came across one from an organization I belong to. That email reinforced the impression I had of the organization already, one that was punctuated by a recent “gift” mailing I’d received from the group.
The impression?
This is one old group.
In truth, the group is old. It’s been around for quite a long time. However, when I say old, I mean old in their appearance and approach. They’re openly attempting to recruit young members, but there’s little to entice them. They just act … old.
Examples of how they look old:
- Free day planner “gift” (do people still use paper?)
- On all mail, members are addressed by their husband’s names (Mrs. John Doe)
- Meetings are held during the day (when most people work)
- Formal teas and formal balls
Not that any one of those items is bad — not at all. But as a collective, it sends a message — we’re old and outdated. Nothing new to see here.
There’s community service projects, but they consist of raising money to restore old landmarks. Nothing hands-on, and nothing terribly laborious.
And nothing modern to attract other generations.
This group is not the only one that suffers the curse of appearing outdated. I know a few businesses that need a refresh, but won’t bother because “We’ve always done it this way.” Or worse, will respond by saying “Yes, but I’m too tired/busy/overwhelmed to think about that right now.”
Wonder how much work passed them by as a result?
I know one company that had what I think is the worst possible website. The static images, the lack of a description of what they do (they use flowery words instead, and not one tells the visitor what exactly they can do for their clients), and the overall lack of cohesion between pages leaves readers confused. Worse, there’s an event they sponsor — I’ve no idea what the attendees get out of it. There’s no agenda, no session info, no anything other than a call to register.
This from a marketing company.
It goes to show you that even the experts get it wrong.
But it doesn’t have to go wrong. Know what it takes to make your image more modern?
A critical eye. The person who looks at their marketing materials for instances of outdated language, images, or ideas is the person who will create better marketing materials — and a better image.
Attention to detail. Maybe my group thinks just putting out an invitation for young members will do the trick. It won’t. It’s not. However, if they were to look at what their intended audience wants to hear and compare it to what they’re telling them, they would learn quickly how far off the mark their message is. And it’s just looking at that one detail that could change it around for them.
Fearlessness. Look, I get it. Sometimes you don’t want to learn one more social media platform or one more market segment. But have you been left in the dust because you’ve refused all of it? Not adapting at all to your market makes you irrelevant. Suck it up, buttercup –these changes are easy. Just start somewhere.
Research. If you think your website (built ten years ago) is great, try looking around at other websites. When you visit a site, make a note of what grabs your attention, what doesn’t, and what ideas it gives you for your own site. The same with your marketing pieces — look at what catches your attention and what makes you chuck that mailer in the trash.
More research. The research should extend to your customers (go for your ideal customer). Who are they? What do they buy? How much money do they make? How big is their company? What’s their main issue? Who are they trying to reach? How old are they? Know that person before you write one more marketing piece.
Writers, how do you address modernity in your image?
What do you think is needed to present a fresh face to the world?
What examples of old images can you think of?
2 responses to “Writer Wednesday: How Old Are You?”
If my guess is right, that organization is one Emily Gilmore tried to get her granddaughter Rory to join about 10 years ago on Gilmore Girls. It also happens to be an organization Could apply to, if I wanted to submit all of the documentation and go to their meetings (I don’t even know if there’s a branch in my area). If so, they should be looking for ways to capitalizing on the resurgence of interest in Colonial times in everything from TV’s Sleepy Hollow and Turn to Broadway’s Hamilton.
It also reminds me of how some neighbors bash the neighborhood association for adding Facebook, Nextdoor, and email as ways to reach neighbors. These things are being added, but good old mailers and phone calls are still in the mix. The irony is the more some people fear adopting – or even testing – new modes of communication, the more likely they are to be left behind.
You guess correctly, Paula. I like the organization. I just see so many missed opportunities for growth and expansion.