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Our Ideal Customer
The are two target audiences for our book:
The curious. Those that are interested in learning the basics about the major religions for their own education, their own benefit. These people want to intelligently give thought to these religions, and be able to enter into intelligent conversations with social groups, also.
Also, ever since 9/11 and the continued terrorist slaughter of people we read about on a daily basis, there is a fear as to what Islam is all about, what does it teach. From that question, there is a further curiosity as to the differences among the religions.
Those searching. This group is defined as those that are searching for a more complete meaning for their life, and want an overview of other religions, something that is comparative, to see what may fit into their life. These are the unchurched, those that are neither active nor attend any church, temple, mosque, or synagogue – these unchurched represent some 70+% of the population.
So, what are potential ideal customers, in detail:
The 1st ideal customer is the man or woman who is 50+ in age, in an income bracket of $70K and above, the children are grown, is beginning to think how they have mismanaged some part of their life (either spiritual or personal or family or business), and is thinking more about their spiritual life, a God, for some unknown reason.
Even though they really do not doubt the existence of God – He has just not been relevant. Further, they quit going to church in college, or that age, and worse, never educated their children in any religion, including Christianity which is the dominant religion in Western Civilization.
The 2nd ideal customer is the age group 14 (High School Freshman) to 21 (College Junior) that is either (i) a product of the above or (ii) one that is doubting their religious belief and education, being derailed by secular society. Beyond that third year in college, or that age, their heart is typically too calloused and their lives too busy (career, single life, etc) to have any serious thoughts about religion.
If we look at the interesting study from the book, The Cultural Creatives, it suggest that a new subculture has been emerging in America since the 1960s, when the Sexual Revolution began, and the successes in the civil rights movement were experienced – this age group began to question Religion and the Establishment. This group, the Cultural Creatives, now represents 26% of the population, some 80 million people, and divides the nation into 3 demographic subgroups: the Moderns (49.8%), the Traditionals (23.2%), and the Cultural Creatives (26%).
This study develops the discussion that Moderns rule, they are the establishment – those that create and run the system. The Traditionals, on the other hand, are dying-off. The Cultural Creatives are creating a new culture in America. Each of the three subcultures has a pretty fair disdain for the thinking of the others.
The book goes into great detail, but a broad swipe at the key values and beliefs of the three is along these lines:
Moderns: ^^making, or having, a lot of money, climbing the ladder of success with measurable goals; ^^being on top of the latest innovations, trend, and styles – looking good or being stylish; ^^it makes sense to compartmentalize your life into separate spheres of work, family, making love, education, politics, religion; ^^it is flaky to be concerned about your inner, or spiritual, life.
Traditionals: ^^men need to keep their traditional roles and women theirs, patriarchs should again dominate family life; ^^family, church, and community are where you belong, all the guidance you need in life can be found in the Bible; ^^our country needs to do more to support virtuous behavior, it is important to regulate teen sex, extramarital sex, pornography, the homosexual issue (contrary to popular belief, only some 1% to 1 1/2 % of the population), abortion (from the "believe it or not" category, some 44 million since it was legalized).
Cultural Creatives: ^^problems with the whole planet such as global warming, destruction of the rain forests, overpopulation, lack of ecological sustainability, and exploitation of the poor; ^^volunteering for good causes, helping others, and bringing-out other’s unique gifts; ^^equality of women; ^^concerns about the left and right of politics as well as the mushy middle, politics should spend more on education, neighborhoods, and a sustainable future; ^^psychological and spiritual development, and sees spirituality, or religion, as important, but concerned about the Religious right.
The target audience for the ideal customer: Moderns and Cultural Creatives. Traditionals have no interest, by and large – they are locked into their views and beliefs.
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