{"id":4323,"date":"2011-02-19T18:18:42","date_gmt":"2011-02-19T22:18:42","guid":{"rendered":"https:\/\/joyfullyjobless.com\/blog\/?p=4323"},"modified":"2020-10-28T10:03:52","modified_gmt":"2020-10-28T14:03:52","slug":"whos-your-customer","status":"publish","type":"post","link":"https:\/\/joyfullyjobless.com\/blog\/2011\/02\/whos-your-customer\/","title":{"rendered":"Who’s Your Customer?"},"content":{"rendered":"

Although retirement is not a word in my vocabulary, I\u2019ve been noticing all the tv ads designed to appeal to those taking the plunge.<\/p>\n

There\u2019s the whimsical Raymond James ad telling the story of the fastidious librarian Emily Skinner who lived to the age of 187 without running out of money.<\/p>\n

Then there are the When I Grow Up ads<\/a> from AARP which inspire viewers to realize that it\u2019s never too late to try something new. Seniors wistfully describe their plans for rescuing old houses, running a marathon or becoming a teacher.<\/p>\n

<\/strong><\/p>\n

Charles Schwab takes a different approach. Using something called rotoscoping animation, the series seems to favor cranky clients who have been abused by other financial service companies.<\/p>\n

The current Schwab ad<\/a> may be the most curmudgeonly of the batch. It features a man who begins by saying (and I\u2019m paraphrasing since I couldn\u2019t bear to watch it once more), \u201cSome financial planners seem to think retirement is a dream. It\u2019s some magic number or beaches houses or vineyards.\u201d<\/p>\n

After ranting for a moment in this vein, he ends with, \u201cA vineyard? Give me a break.\u201d<\/p>\n

When I hear that, I don\u2019t think, \u201cI’d better call Chuck.\u201d My reaction is, \u201cI\u2019m glad I don\u2019t know that guy.\u201d<\/p>\n

And that\u2019s just fine. I\u2019m not in the market for Schwab\u2019s services, but that\u2019s not the point here.<\/p>\n

All three of these ads are\u00a0 designed to appeal not just to anyone thinking about retirement. They\u2019re designed for a specific group of people who might be in the market for what they have to offer.<\/strong><\/p>\n

Who do you want to do business with? Make sure you\u2019re speaking their language.<\/p>\n","protected":false},"excerpt":{"rendered":"

Although retirement is not a word in my vocabulary, I\u2019ve been noticing all the tv ads designed to appeal to those taking the plunge. There\u2019s the whimsical Raymond James ad telling the story of the fastidious librarian Emily Skinner who lived to the age of 187 without running out of money. Then there are the…<\/p>\n

Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4],"tags":[27,815,816],"class_list":["post-4323","post","type-post","status-publish","format-standard","hentry","category-postcard-from-barbara","tag-growing-a-business","tag-ideal-customers","tag-retirement-ads","jsn-master"],"_links":{"self":[{"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/posts\/4323","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/comments?post=4323"}],"version-history":[{"count":6,"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/posts\/4323\/revisions"}],"predecessor-version":[{"id":7234,"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/posts\/4323\/revisions\/7234"}],"wp:attachment":[{"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/media?parent=4323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/categories?post=4323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/joyfullyjobless.com\/blog\/wp-json\/wp\/v2\/tags?post=4323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}