Demographics suck


Yep, demographics suck ass.

You know why?

Demographics are boring.

No-one thinks to themselves, “I’m a 25- to 35-year-old woman on more than $45,000 a year. What kind of bicycle would someone like me buy?”

That’s not how we identify ourselves. We think of ourselves as sporty, or well-read, or blunt, or trendy, or common-sensical. It’s easy to know what kind of bike you need if you’re sporty and pro-engineering: a carbon-frame, 28-gear, NASA-designed one. And it’s easy to know what kind of bike you need if you’re a well-read hipster: a powder-blue retro three-gear bike with whitewall tyres.

This leads to the second problem:

Demographics don’t help you market.

Sporty Cyclist and Hipster Cyclist are in the same demographic, but they sure don’t respond the same way. Sporty wants autumn colour schemes, earthy word choice, and all of the technical specs… to feel the power and precision of a beautifully-designed machine working the way it was intended to. Hipster wants bright jewel tones, ironic word choice, and the feeling of admiration on the faces of the others at the café.

Please explain to me how you can produce anything that will really excite both groups, and I will give you a cookie.

In fact, demographics lead to lazy marketing.

When you market to demographics, you market to stereotypes: Busy Businessman. Caring Mother. The Chick. The Twennysomething Guy.

It’s as much miss as hit, it’s often infuriating to the people who don’t fit the stereotype, and worst of all… it’s completely forgettable. Everyone else is already using those stereotypes. Even the few people who fit perfectly into the group find the marketing uninspiring.

So what do you do instead?

For me, identifying my Bestest People made all the difference in the world. My marketing, business structure, writing, and attitude improved a zillion times when I nailed my definition of my Bestest People.

If you need some pointers on how to figure out who your Bestest People are, then you might want to check out DIY Magnificence. (I’ve got your back.)

Do you love demographics or hate ‘em? Tell me in the comments!

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11 Comments - What do YOU think?
  • Anonymous

    Another approach – defining occasions of buying – is laid out in The Innovator’s Solution. On the web Steve Blank writes a blog that includes this perspective.

  • http://www.BeAwesomeOnline.com Catherine Caine

    Great addition! For me, that’s the third stage, after figuring out the Bestest People and what you’re selling. You need to make sure you’re selling to them at the right time, too.

    Thanks for adding that.

  • http://www.marsdorian.com/ Mars Dorian

    Preach it Catherine – demographics suck big time.
    It really is so much better to aim for your “bestest” people – the ones that you want to become part of your biz / product.

    What I also do is that I make myself the best customer – what am I missing in the world ? What product / thing would I like to see in the world ?
    If I can’t find it, I make it myself, because there’s likely to be another person out there who wants it too :)

  • http://www.BeAwesomeOnline.com Catherine Caine

    Oh HELL yeah. Great addition, Mars. As always. :)

  • http://www.bridgetpilloud.com Bridget Pilloud

    I like this a lot. I don’t like demographics. When I think about demographics, I leave somebody out, and that’s bad for my business.

  • https://CashAndJoy.com Catherine Caine

    Yes! But when you think about your Bestest People, you bring them all to you. :)

  • http://topsy.com/cashandjoy.com/demographics-suck/?utm_source=pingback&utm_campaign=L2 Tweets that mention Demographics suck — Topsy.com

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  • http://www.anencouragingbird.com BirdyD

    Hate ‘em!!! So limiting, so confining, so overly-structured.

    I didn’t have the words until I read this article, but now I know why I’ve had such a time figuring out who my Right People are, never mind my Bestest People!

  • https://CashAndJoy.com Catherine Caine

    Glad I could help!

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