Afterthought: Unlocking the Power of Demographics for Better Messaging

Here’s something I’ve been thinking about: what if we, as salespeople, started experimenting more with demographic data? I know, it sounds like a lot of work, right? But the truth is, it’s way more accessible than we think. Our own networks are goldmines of demographic data. We’re already connected to people who can give us valuable insights, and even just chatting with a few friends can help us fine-tune our messaging in ways we might not expect.

I ran a little holiday greeting experiment last year, and I think it’s a great example of how demographics can elevate our outreach. I took a few basic demographic insights from LinkedIn polls and turned them into personalized holiday messages based on religiosity levels.

The results? Messages that actually landed, resonated, and felt real.

For the more Christian-leaning states (the top 10 most religious): "May you have a blessed Merry Christmas and a Happy New Year filled with peace and joy! ?"

These are the states I focused on:

• Mississippi
• Alabama
• Louisiana
• Tennessee
• Arkansas
• South Carolina
• West Virginia
• Georgia
• Oklahoma
• Kentucky

For the more secular-leaning states (the top 10 least religious): "Wishing you a joyful Holiday Season and a Happy New Year filled with success and happiness! ?"

These are the states I targeted:

• Vermont
• Maine
• New Hampshire
• Massachusetts
• Washington
• Oregon
• Alaska
• Hawaii
• Rhode Island
• Connecticut

I used simple demographic data (like which states are more religious vs. secular) to tweak my messaging. And let me tell you, the results felt authentic—and not just to me, but to everyone on the receiving end.

Here’s the kicker: we don’t need fancy tools or complex data sets to start experimenting with this. We already have data all around us—our friends, our colleagues, our networks. When you talk to people, you’re gathering insights about their preferences, their beliefs, their values. All that info can help you fine-tune your messaging and improve your sales pitch in a way that feels truly personal and relevant.

So, if you’re looking to step up your sales game, try tapping into the power of demographics. It’s not as out of reach as we often think. The next time you’re chatting with someone, take a second to think about how their background or beliefs could influence how you approach them. You’ll be surprised at how much more effective your messaging becomes.

Happy New Year! ??