Lots of things get better with age – copywriters, for example. Now, just so you don’t stop reading right here, let’s get the obvious reasons out of the way. Yes, age and experience are key factors. The more they write, the better they get (or, at least, that’s how it’s supposed to work).
Writers who write to their own peer groups, in particular, are a huge asset to you if your message is aimed at a specific age category and demographic (which applies to most smart marketing plans). They can also lend an extra dimension of authority when speaking to a younger audience in some circumstances.
So when is it a good idea to consider the age of your writer? Here are a few prime examples.
DISCLAIMER: I am not suggesting that you hire a copywriter based solely on his or her age. Our copywriting company employs writers that run the gambit, and we enlist them to write copy for every conceivable demo. We also select specific writers in-house based on their knowledge and experience. Sometimes that means they’re millennials; sometimes it means they’re boomers.
Remember my previous piece on vetting copywriters? Well, look at age as one factor in a much broader list of qualifications as you go through that process. Don’t decide to hire based solely on age, but do consider it as part of your marketing strategy. Fair enough? Great! Let’s continue…
When Is Older Better?
Here are a few instances where, I think, age can work to your advantage when selecting a writer:
#1: When you want your message to sound more “parental.”
A good writer knows how to build trust and deliver calls to action that people want to follow. The delivery needs to be both nurturing and authoritative. That’s what parents do, and that’s what good marketers do with their leads. Sometimes you have to “raise” your customers – cultivate them, not just harvest them. A strong, authoritative voice with nurturing undertones could be the thing that gets a prospect who is on the fence to choose your side over the other.
#2: When you want to bring an extra dimension of relevance to age-specific topics.
Your readers may not know the age of the person who wrote the piece, but someone in their own peer group will definitely add a layer of relevance to the message, and that is really what matters. With their permission, you could always credit the article or blog post to your writer with a headshot that communicates, “This person is one of us!”
Of course, now that I put the idea in your head, I feel compelled to add yet another disclaimer: Please, please, please do NOT use stock images or other forms of trickery to get in your audience’s good graces. Google image search is a thing, and it works all too well. If you want to build trust with your audience, your content – all of it – needs to be trustworthy.
#3 – When you’re tired of sending work back for revisions.
As people get older, they tend to question and qualify things more. That often means that an older writer will do better research (and seek out better sources) on a given topic than average and do a more thorough job of conveying your message. When a person has enough time to devote to your project, you wind up with much better copy.
Older people tend to use their time more wisely, too. They take more time developing the piece, and they pay closer attention to detail. They are typically more concerned about how their work reflects on them than younger people would be because they have learned, through their own professional pursuits, the importance of quality. They check their work, verify their sources, and deliver a product that truly reflects their experience and work ethic.
#4 – When you finally get fed up with writers who can’t meet deadlines.
The biggest issue most marketers and business owners face (even those in the copywriting biz) is timely turnarounds when work is assigned. Even freelancers who promise “fast delivery” often leave their clients hanging for days or longer. Some simply disappear, never to be seen or heard from again.
Some clients have told me that they would prefer mediocre copy delivered on time over stellar copy delivered five days late. Well, there are writers out there who can manage the best of both worlds: stellar copy delivered on time.
Older writers are typically more responsive and exhibit better time management skills than younger ones. While this is hardly a universal truth, it’s true more often than not. Also, if your writer is a retiree, it is more than likely that he or she has nothing but time to devote to your piece, which works very much in your favor.
Final Takeaway
Again, none of the things I mention are unwavering rules, but they are true a large percentage of the time, which makes them worth considering. Of course, people are people and you will find people who are motivated and unmotivated, talented and not talented, detail-oriented and non-detail-oriented in every age category and in every industry and business. Copywriting is no different.
That said, I challenge you to put my opinions to the test and see how it works out. There is plenty to be said for working with someone who has years of work experience (in copywriting or otherwise), a well-cultivated work ethic, and a lifetime of experience to bring to the table.