When I ask a business owner who their ideal customer or client is, they almost always reply with demographics; average age, location, income level, etc. 

Whilst demographics are certainly useful, they’re just a piece of the picture.

Demographics will tell you who to target with your marketing.

However, to get that demographic to buy from you, you need to know what matters to them. That’s their motivation. That’s what drives their decisions. That’s what drives their actions. That’s what determines whether they buy from you… or don’t.

Demographics alone can be problematic. There are wealthy people who spend the lowest possible price for a reliable product. They’d happily buy a $5 pen, but wouldn’t dream of buying a $500 pen. There are also those on low incomes who would take a loan out, just to own that $500 pen. Income level is only part of the picture.

I was

Keep reading this article on Jim's Marketing Blog.