With a deep understanding of what makes you tick, and what makes the people you serve tick, you can focus on where to find them.

That’s where demographics come in.

Empathy gives you the insight into what these people really want, and why they might like to come to you for help in getting it.

Demographics gives you an idea of where enough of these people might be.  And ‘enough’ is a much smaller number than you think.

The trick is to find a demographic that is under-served by what else is out there.  People who feel ignored or under-appreciated, will be happy that you focus on them.

Narrowing your focus enables you to make your message much clearer.  “This is for you” is far more powerful than “This is for anyone”.