For Millennials, Age Is Just a Number

Tuesday, March 26, 2013

Millennials (the generation born between 1979-2000 and 86% of wedding clients in 2012) value heritage.

Millennials don't share the Boomer mantra of "don't trust anyone over 30." If you've been in business for a few decades, you have an advantage -- but only if you play to it. Use your blog to share the stories you've accumulated over the years, and tie it back to today's couple. (Your stories are great, but people only really care if they relate to them.) History repeats itself: what trends have you seen over the years that have made a comeback? Which ones do you wish would? You have a lot of great content that's relevant to today's couples. Use it.

If you're a millennial yourself or on the younger side of Generation X, here are some common words and phrases that can hurt your brand: fresh, new, revolutionary, "nothing good existed so I created it." Puh-lease. If you're under 40 and claiming to have invented something in the bridal space (aside from a wedding blog or app, and by the way, the first commercial wedding blog was DIY Bride and they are currently celebrating their tenth anniversary) millennials are going to automatically distrust you. Remember, this generation has laser-focused BS detectors. They know other talented people came before you and that you're standing on their shoulders. Don't pretend to own the industry legacy; do share how you're a part of it. You don't have to be the first in order to succeed in the wedding industry, but you do have to respect the people who went first. Millennials view disrespect of heritage as a turn off.

This generation will hire regardless of age, so please let go of the myth (excuse) that the reason you may not be booking is because you're older. If you're 80 and and a millennial couple clicks with you and you can deliver what they want, they won't think twice about handing you their credit card. Same goes if you're 23.

Showing how your legacy makes a potential client's legacy better is a powerful way to connect with millennial clients and increase your word of mouth.


PREVIOUSLY:
Why Millennials Need So Much Praise and Feedback
How to Get Millennials On Board With Your Ideas

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