I recently heard a popular marketing speaker say that he advises his clients to think of their customers as being 9 years old. He believes that in terms of getting their attention, people never really grow past that point and that marketing materials that are developed (big type size, simple words and ideas) appeal best to them. His clients have been successful in adopting this approach.
It's an interesting concept. I believe that the concept is accurate...and inaccurate. It's true in the sense that people are typically very busy and are deluged with advertising messages constantly. Based on that, they just don't have the time to consider messages with a lot of depth. I think it's incorrect in that there is a wide range of consumers out there and it depends upon what you're selling and who you're targeting to.
I'd be interested to know what you think. Obviously you wouldn't tell them you think they're childlike, but is it best to advertise to prospects/customers as if they're 9 years ago?