Target Simple Over Cool

A discussion about why targeting "simple" customers in middle America often leads to better business outcomes than chasing trendy coastal demographics.

Key Customer Demographics to Target

• Overweight, overworked moms in Texas vs coastal millennials
• Middle America women ages 30-60 show highest loyalty and lowest churn
• Middle-aged customers with disposable income but limited time
• Customers with established buying habits and brand loyalty
• People outside major coastal cities

Why These Demographics Work Better

• Higher customer retention rates
• More loyal once they commit to a product/service
• Less finicky about trying new things
• Harder to convert initially but stick around longer
• Make decisions more deliberately and stay committed

Real World Examples

• Quilting Industry ($4.5B market)

  • Average quilter spends $8-9k per year
  • Highly targetable (99% on Facebook)
  • Strong community aspect (retreats, shows, local shops)
  • Multiple 9-figure subscription businesses

• Applebee's Strategy

  • Targets "Jim Bob" demographic (50s-70s with money)
  • Creates artificial neighborhood connection
  • Customers overlook food quality for community feeling
  • Represents stability in changing times

Business Approach

• Start with premium pricing then move down

  • Easier than starting cheap and raising prices
  • Exception: freemium models work differently

• Focus on Simple Value Props

  • Avoid chasing trends
  • Build on established behaviors
  • Target stable, long-term needs
  • Solve basic problems well

Common Mistakes

• Building for cool coastal millennials
• Chasing fads instead of stable markets
• Overlooking middle America demographics
• Being too focused on innovation vs solving basic needs
• Assuming coastal preferences reflect broader market