Why “women aged 18 to 45” is costing you sales
A customer is a very specific human making a very specific decision for a very specific reason. And if you don’t understand that reason, your marketing is largely guesswork.
One of the most destructive answers in business is also the most common.
Ask a founder who their customer is, and you’ll often hear something like this:
“Women aged 18–45.”
I made that mistake once upon a time, too.
It sounds harmless. Inclusive, even. But in practice, this is usually the beginning of expensive marketing, weak messaging, confused brand voice, and rising customer acquisition costs that no one can quite explain.
Because most of the “women aged 18-45” I know are wildly different from each other.
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