We’re guilty of using it a lot – e.g. read about these olderpreneurs.
“Olderpreneur” is undoubtedly a bit distasteful or irritating. Maybe that’s why it sticks in the mind so well.
We’ve found that older entrepreneurs themselves are split about about whether they like it. We’re not sure exactly how opinion divides, hence this poll – which we are also running on our client-support site PRIME Business Club.
It’s more ugly or clumsy or trivialising than truly offensive, in my view.
We use it because it works. People find us by using Olderpreneur as a tag or search term. Journalists also like it – because it’s shorter than anything else that gets the meaning across.
The people who read the stories may not remember that our name is PRIME, which is in any case a very common word used by prime ministers, mathematicians and bankers. But that irritating weird word Olderpreneur sticks in the mind better – hopefully long enough to be typed into a search engine, which will bring someone looking for us to our site.
It works well for us in search engines because they tend to like unique content, and this includes unusual words. So it’s usually the case that if you can find an obscure term relevant to your business it is worth including it on your site. Should anyone search on that term they are then quite likely to find your site – because you should appear high in the search engines’ results.
Many of the other collective terms you might use to describe older business starters as a phenomenom are equally cringe-worthy. Mature entrepreneur, senior entrepreneur, silver entrepreneur, grey entrepreneur – they are all pretty yucky too. We could plaster them all over the site as well, but that really would be irritating.
So Olderpreneur may not be ideal. But until someone comes up with a better phrase the business case for using Olderpreneur on this site is overwhelming. Anything that brings your audience to you so efficiently has plenty to recommend it.
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