Okay, so what we’ve done here is identify, by categories to the right, the purchasing
tendencies of Americans.
By breaking down the average age, income and other criteria, we have come up with
specific recommendations for each group.
That’s not to say that marketers should live and die by these recommendations.
What these recommendations provide are more guidelines than facts. For example, if
you sell life insurance and you market only to those who already have life insurance,
you’re counting on people being willing to change their policy. Not a good idea.
However, you can still use these guidelines to market the same ages, income levels,
etc. of those who don’t presently have a policy.
What we’re saying, in summary, is that, by limiting yourself to acutely-targeted
individuals, you may be missing the boat on expanding your client base.