Business Copywriting Tips to Talk to Each Generation

As any veteran author or marketer knows, writing is never one-size-fits-all. Whether you’re penning website copy, brochures, advertisements, or emails, each piece of content needs to be personalized for your audience — or else risks being ignored.?

Writing can be tailored to any number of demographics, but among the most common ones is age. This is often called “generational marketing.” Indeed, the different generations — Baby Boomers, Generation X, Millennials, and Generation Z — all have preferred communication styles, values, and sensibilities. Readers’ behavior is directly linked to their generational experience. And any good copywriter knows how to play up that experience in their copy.?

Below, find tips and tactics when copywriting for each generation.?

Baby Boomers. These are individuals born between 1946 and 1964. Research by Pew shows that Baby Boomer audiences value sentiments like work ethic, respectfulness, and morals. As a result, copy written for Baby Boomer audiences performs best when it is straightforward and formal. Baby Boomers are also willing to read longer text, especially compared to younger generations who are accustomed to the internet’s quick, snappy style. When it comes to the best mediums for reaching Baby Boomers, tactile options like direct mail can be especially impactful. Remember: This is a generation who lived much of their lives without Facebook or Twitter.

Generation X. These are individuals born between 1965 and 1980. That same Pew Research study revealed that Generation X audiences also value sentiments like work ethic and respectfulness — but technology use, too. Copy written for Generation X audiences can be more informal than Baby Boomer copy, and should focus on the do-good aspect of your brand — this is a generation that values the public good and the environment. If you’re looking to reach this generation, consider more established online platforms like Facebook.?

Millennials. These are individuals born between 1981 and 2000. Pew research shows that Millennials prize technology use, liberal values, and pop culture. When penning copy for a Millennial audience, be brisk, informal, and culturally relevant — this is an audience that grew up with the internet, after all. You can also weave in health and wellness when appropriate, two areas that are especially important to Millennials. And since Millennials are digital natives, online channels like Instagram and Twitter work best when trying to reach them.

Generation Z. These are individuals born after 2001. This generation has never experienced a world without the internet, and it shows in their communication preferences. Given their short attention spans and informal style, Generation Z copywriting should be short and punchy. This copy should also be interspersed with images, videos, and, yes, even memes. While older generations may be willing to read long walls of text, Generation Z audiences almost certainly will not. Like Millennials, Generation Z is best reached online, especially on more emerging platforms like TikTok.

When you're writing copy for your audiences, don’t treat them as a monolith. Indeed, your small business serves a variety of generations, and each one has unique communication preferences. If you take the time to learn what styles and channels work best for each segment, you’ll quickly see far better engagement.?

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CF Creative (www.cf-creative.com) is a full-service marketing and consulting agency that provides business growth, strategic content, and technical assistance consulting for small and minority-owned businesses, as well as the public and private sector organizations and companies that support them.