There was an interesting study reported last week about how a group of employees would relate to a potential new boss. They were given a resume for one person that was pretty generic. Then they were given another resume for the same person but it was written including words like "caring" and "nurturing." In communication circles this is called "coloring."

Coloring is an important part of your marketing communication. There are a variety of concepts that you can communicate better by adding to your copy. Most of us already have wording to describe ourselves as knowledgeable and experienced. Many of us talk about how we focus on a particular market or service for that market niche. But we can take this to a higher level.

For instance, many retiring baby boomers are interested in consolidation of their retirement plans. So concepts like convenience and ease of implementation are important. Retiring boomers and seniors alike are trying to 'lower their investment stress' and so concepts like risk management and minimizing investment loss are important to communicate.

Keep in mind that boomers generally have a different vision for retirement. As you position yourself for that market you need to communicate your understanding of their 'new lifestyle objectives' and their desire to stay engaged. You should be telling them how you can help them simplify their options, manage the information blizzard and visualize their future.

Good luck.