How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers

Chapter 14. Political Views

I recently came across an interesting article called "10 Great Retirement Spots for Democrats and Republicans." I thought to myself, "Now, that's a new twist on things!" Selling a retirement location based on political ideology! Who'd have thought of that? Retirement communities and articles touting cities as great places to retire usually focus on weather, cost of living, health care facilities, crime, quality of life, and so on. But when you think about it, it makes sense that people would want to live among others who share their views, their values and their way of life. And let's face it: by the time you've reached retirement, you're probably pretty certain of your views on social and political issues. You're probably not that likely to change. So taking this tactic to selling a city, a community, a housing development—it's brilliant!

Do people really buy products or services based on their political beliefs? Sure they do—and they always have. You may not have thought of it on that level, but if you buy fair-trade coffee—coffee that is purchased and distributed by companies that agree to pay the growers and farmers a fair wage—you're making a social, economic, and political statement just as much as you're making a coffee purchase. If you choose to purchase organic, free-range chicken, you're "voting with your wallet" and expressing your support on animal welfare issues.

The same is true of avoiding products based on ideology. That's what boycotts ...