Since I market a high blood pressure treatment the field for pain is wide open. Funny though, I was always disappointed with the results and always went back to my "softer" copy.
Now, thanks to a couple thoughtful souls here in the copywriting forum, I've had the opportunity to read about the right way to sell to a mature/older market...
#2 from 10 Commandments Of Selling To Seniors:
"Never attempt to scare us into buying. Fright tactics turn us off."
And from Angst And The Art Of Selling To Seniors:
"Go easy on the hard sell and scare tactics. Today's seniors are smarter about advertising tricks than ever before."
It just goes to show that every rule has exceptions and that you can step on your own toes by blindly following every formula. Some of those copywriters should have known better.