Technical demographic analysis and statistics can be pretty dry stuff. They can be quite helpful, but frankly, are not where you need to start to know how to market your products and services. You just need to know your audience and here’s what I recommend. 

I say, let’s start from common sense. Let’s start with YOU.

I am a firm believer in doing what you know. So, if you are a mom and you want to market children’s toys, you’ve got a pretty good basis of knowledge, don’t you? You have kids, you know what your kids like, and you can talk to the other moms you know to get info about their childrens’ preferences. You can be pretty confident that your experience carries across the market.

Following the same logic, you know how you buy too, right?  You know which ads catch your attention and which ones turn you off. You know what price points are deal makers or deal breakers. You know what time of the year or month you go shopping. You know how you prefer to be treated by the sales help in the stores. You are a knowledge powerhouse when it comes to your kids!

What else are you an expert about? Fashion, food, bill paying, education, marriage, raising a family, to name some likely choices, but the list goes on.  My point is that you have so much knowledge already in your life experience that you can begin to formulate some rather precise ideas about a market. I’m not suggesting that you isolate yourself from others’ opinions, but rather that you honor your own.

Do you use the resident expert within you or do you dismiss it as every day life stuff that has little significance? Do you have amazing excellence at your fingertips that you disregard as “I’m just being me” filler material? If you do, cut it out! Your ideas, creativity, and point of view are what make you unique, while at the same time giving you access to market demographics. You have full access to yourself and you need to plug in and go for it. 

Make a list today of all the things you are good at, that you know about. Don’t edit or critique, just let the thoughts flow. I believe you will discover a treasure trove of information to use for your business. Be willing to look at yourself from the outside and you will have your own marketing survey right under your nose. Report back what revelations you experience—we want to know!

Together, we are stronger.
Vicki Flaugher, the orginal SmartWoman

 

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