Marketers love demographics.
We love knowing how much money our audience makes, what zip code they live in and what their ethnic origin in.
We love knowing these things because we assume this information tells us about who these people are.
It's a fair assumption, or at least it WAS a fair assumption.
We now live in a world where people can have a range of experiences that defy the stereotypes of geography, age and race.
You can be a Buddhist without moving to India. You can gather with people who think like you without worrying if they look like you.
At my day job I have stopped describing in terms like race and gender. I define them (lovingly) as nerds. Not black nerds, white nerds or rich nerds. They are people who value intellectual stimulation and expect that to be reflected in the work on stage.
If you were stripped of all the traditional demographic language that marketers use, how would you describe your audience?
What do they have in common?
What do they believe?
And how could you use that information to find people who think in a similar fashion?
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