Chapter 6
Cracking the Code
In This Chapter
◆ Identifying the “must know” information
◆ The “D” Factor: demographics
◆ The “P” Factor: psychographics
Target marketing hinges on the concept of understanding your customers and crafting your marketing message specifically to appeal to them.
In order to appeal to your target customers, you have to know what type of message will resonate with them. You have to know who they are, what their values and beliefs are, and what they think about the world in general—and more specifically, what they think about your type of product or service.
Welcome to the world of demographics and psychographics, the land where you reduce personality and character to measurable traits marked on graph paper. It’s not exactly ...
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