This isn't a new idea, but it's something I still end up talking about more than I should in meetings.
Demographics are not a reliable way to segment your customers and potential customers.
Allow me to demonstrate.
Let's say you're selling business menswear, suits, shirts, sport coats, dress slacks. A man walks into your store. He is in his 50s, married lives in the New York City Metro area, and earns more than a million dollars a year.
That could be this guy...
It could also be this guy...
Hugh E. "Skip" McGee III
BS in Engineering Princeton, JD University of Texas Law School
You're not going to sell them the same suit, the same tie, the same shirt, or shoes. Nor should you sell them in the same way. If you try to, you're going to lose one, the other or both.
It is possible to adapt your messaging and tactics to appeal to distinctly different attitudinal segments. All you have to do is figure out what about your brand is relevant to both and then treat them like individuals.
It's not easy, but it's what the best marketers find a way to do.