It is not that people will only respond to messages communicated a certain way; but you'll get better results if you can tailor information to the way people prefer receiving it.

• Matures are, for the most part, well-educated, and avid readers. Many are affluent. If they're retired or close to it, they have more time to indulge this pastime. Well-written, two-page letters — which would drive Boomers and Xers nuts — are fine for many older Matures, however, pre-retirees may still prefer information summarized and presented in bulleted format (as we've done throughout this text). Just be sure to use larger type for easier reading.
• Boomers are quick studies, want to self-manage every part of their lives, like living well, and see themselves as savvy, in-the-know consumers. Make it clear that you can help Boomers make sense of their often chaotic situations and control their future financial security. Recommended are short, to-the-point communications that use a lot of "you" language.
• Gen Xers are super-cynical and, like Boomers, lead lives that are seriously overextended, balancing work and family time. But with this cohort you can skip the small talk, which comes across as self-ingratiating and patronizing. Your messages should contain straight-forward, pragmatic information; stress how working with you can realistically reduce the number of things Xers have to worry about. Use soothing visuals whenever possible (Color graphics? Try a lot of green).
• Generation Y is very serious and intense. Hot topics include relationships with parents and peers, drugs, abortion, computers, The Future, and rebellion. "Everybody does it," reports Generation Y correspondent, Elise Lyne, on generation-y.com, "Some skip school; some fail school, and some smoke; but whatever they choose to do, teenagers will rebel at some point." Cyberboomers will not be condescended to. They are smart and willing to learn; even better, they are willing to be taught. Marketers will find it worth their while to provide whatever level of information it might take to bring this generation into the fold.