Ditch Demographics: Discover the Power of Life Stage Marketing
Are you reaching the right people with your marketing, but struggling to get them to take action? Or, when people ask you to describe your ideal customer, do you struggle to use demographics such as age, gender or income because you don't want to exclude someone based on those characteristics?
If so, you're not alone. Targeting based only on demographics can be limiting. And, while they have their place, I’ve found they are often easier to identify after you've built a large base of customers ... not before.
So today, I'm challenging you to change your approach and focus on life-stage marketing. It’s a powerful approach that goes beyond the surface level to understand your ideal customer’s unique needs. And it’s the fastest way to develop a marketing message that connects.
Why think in stages and not ages?
Demographics only tell us part of someone's story. Two people who are the same age and gender might have completely different needs or desires because they are at different stages in their lives.
When you think in stages and not ages, you’ll end up with:
More meaningful connections: When you understand what your customers are experiencing, you can speak directly to their challenges and aspirations.
Better product and service fit: Knowing your customers' life stage helps you tailor your offerings, so they actually solve a problem they're facing.
Stronger marketing messages: Stage-focused marketing is relatable and impactful because you're not simply listing features, you're addressing real pain points or aspirations in someone's life.
Examples of a life-stage approach to marketing
Let’s make this easier to understand with a few examples:
New parents: Instead of targeting "women 25-35 with a newborn," focus on the stage "Sleep-deprived new parents craving convenience and reassurance." Doesn't that give you more to work with? And help someone understand who you serve better?
Retirees: Forget "65+ men and women." What about targeting "Retirees looking to downsize and maximize the freedom their savings offer?" This not only helps identify a specific type of person, it gives ideas for solutions beyond basic financial advice.
Career Shifters: This isn't about a specific age, but rather a stage in someone's career. "Professionals feeling unfulfilled and ready for a change" positions your product or service as the thing that helps guide their transition.
Overwhelmed entrepreneurs: Especially “overwhelmed entrepreneurs feeling lost or stuck when it comes to getting marketing to actually work for their business.” Any idea whose ideal client this one's describing? Yep. Mine. And this is much more powerful when talking to others or working on marketing messages and product offers than simply saying "entrepreneurs and small business owners doing DIY marketing."
How to put life-stage marketing into action
Here’s a quick exercise you can do this week to get started. Ask yourself these questions:
What problem do you solve? Be crystal clear on the problem your product or service addresses.
When do people encounter these problems? Brainstorm different stages of life or business where this problem becomes super relevant.
Then, dig deeper. For each stage, go beyond your first answer. What are their fears at this stage? Goals? Daily struggles? What words do they use when talking about this problem?
You'll soon find yourself gaining a lot more clarity on ways you can position your products or services to your ideal client (regardless of their age or other demographic traits).
The bottom line about marketing to life stages
When we focus on life stages, we gain an understanding that numbers and physical traits simply can't provide. When you have this richer picture of your ideal customer, you can create marketing that resonates, services that delight, and, ultimately, a businesses that truly serves your community.
If you’re struggling to clarify and communicate who you serve, what you offer, and how it helps … Book a FREE Strategy Session. I’ll help you get some clarity. Plus we’ll explore how I can help you create a first impression that not only connects, but inspires action.