Is your message speaking to a demographic or a person?

It might not be incorrect to say that you’re what your selling is targeted at “Middle-aged housewives on the West Coast”.

When you’re trying to decide on the copy for your website or a new special deal, you obviously need to have an idea of who it is you’re trying to reach.

The problem with a demographic is that it’s not very tangible.

You can vaguely imagine what this person could be like, but compare that description to the following:

“Sally, a 53-year-old housewive on the West Coast who use to work as a teacher and has a labradoodle named Pooch”.

These extra details may seem completely irrelevant but now, suddenly, we can imagine what Sally might look like, how she might feel about certain issues or what aspects of her life are more valued than others.

We’re no longer selling to a demographic, we’re now selling to a human.

You don’t just need to decide on your buyers’ occupation or pet choices when you’re doing your marketing planning. But, small details like these help you to visualize your customer and make it much easy to make strategic marketing decisions because you (and everybody else in the team) know exactly who you’re making them for.