Page 78 - Social Media Marketing

58 Walk Like a Giant, Sell Like a Madman

As you market and sell to Gen Xers, keep the following details in
mind:

• Gen Xers are very entrepreneurial by nature. Some estimates
claim that Xers start 70 percent of the new businesses in the
United States.

• Establish a strong online presence via web sites and blogs. Even
if Xers do not ultimately purchase a product or service online,
that's often where they begin doing their research.

• You may need to reassure Xers that they are making the
right purchase decision; they tend not to trust their own
instincts.

• Avoid scaring off Gen Xers by trying to persuade them to agree
to a long commitment. They need to feel as though they are in
control and can end the relationship at any time.

• Gen Xers value their free time, so anything you can do to save
them time or effort will be greatly appreciated.

• Gen Xers are not going to read through dense paragraphs to
find the information they need. Present information in easily
digestible snippets.

• Be honest, even if it means being brutally honest.

Generation Y ("Millennials" or "Echo Boomers"); 1977-1994

Members of Generation Yhave grown up on technology and the vir-
tual world and rely heavily on digital communications and the In-
ternet for information. To sell effectively to this cutting-edge crowd,
keep the following in mind:

• Establish yourself in online communities, where members of-
ten exchange information and recommendations.

• Master as many communications media as possible, including
cell phones, e-mail, text (instant) messaging, and videoconfer-
encing over the Internet.