Forget demographics, for goodness sake

(May 1, 2020)

Who are you here for?

As a marketer or business owner, can you answer that question?

And when I mean ‘answer’, I don’t mean reducing your customers to a set of demographics like age and weight and location. I may get a bit of backlash by saying this. But I don’t think you can do meaningful or successful marketing based on such vague and surface-level details.

I mean understanding your customers’ psychographics: underlying values, desires, pain points, beliefs, interests.  These are the bits of gold that allow you to connect with your audience and powerfully position your company or product.

There’s no secret to understanding your customer’s psychographics. You simply call them up. Or send out a survey.

Maybe you’ll find people’s perception of you is different from what you assumed.

Virtual elbow bumps, 


. . .

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