Red & Blue Customers: How to Drive Growth and Manage Risk in Today's Conservative and Liberal Markets

by Chris Peterson

Overview

There is now overwhelming evidence that liberal and conservative customers consume different media, align with different brands, and buy different products. But why? And how can you make sure you are maximizing growth with one or both groups?

That's what this book delivers - a dispassionate, research-based review of what distinguishes these two groups of consumers and how to apply the insights to lower customer acquisition costs and grow customer value.

"Super interesting - a new and predictive way to understand customers."
Mark Staples, Editorial Director
McKinsey & Company

"Red and Blue Customers goes beyond politics to highlight the underlying values of distinctly powerful customer segments. With troves of tangible insights, this book can be used by go-to-market professionals in any industry to capture buyer engagement, win trust, and ultimately drive growth."
Justin Gray, Managing Partner
In Revenue Capital

What you get in Red & Blue Customers

- A simple framework for understanding conservative and liberal customers

- Twenty-seven personal values readers can use in marketing today to improve performance and lower risk.

- How to create a "Worldview Brief" and "Worldview Lens" to identify the best growth opportunities and shape marketing strategy.

- How to apply strategies internally and externally with low risk.

Red & Blue Customers is a reference work for executive leadership, marketing, and sales professionals who want new insights for growth in today's complex marketplaces.

Order your copy today!

Product Details

ISBN-13:	9798991444026
Publisher:	Minus Zero Press
Publication date:	03/20/2025
Edition description:	Revised Edition
Pages:	200
Product dimensions:	6.00(w) x 9.00(h) x 0.46(d)

About the Author

Chris Peterson is Co-Founder of Lifemind (lifemind.ai), an AI marketing tool focused on aligning marketing to customer personal values to improve performance. He is also the author of the newsletter Red & Blue Customers.

Chris has spent over thirty years as a marketing pioneer and entrepreneur, founding two innovative digital marketing agencies. He has worked with fast-growth startups and Fortune 500 companies. Throughout his career, he has focused on uncovering new strategies for growth and leveraging new technologies to improve marketing performance.

Chris founded one of the first digital direct marketing agencies in the 1990s with several Fortune 500 clients. As a result, he was profiled in The Wall Street Journal’s small business column and featured in the book The New Pioneers by Journal writer Tom Petzinger. Publicis Groupe, the fourth-largest global advertising network, acquired the agency, where he served as CEO of Publicis Dialog in San Francisco.

Peterson later founded one of the first content marketing agencies before “content marketing” was coined as a strategy. The agency was acquired by Rain, a specialist agency in direct-to-consumer advertising. As Managing Partner at Rain, he oversaw advertising work for fast-growth innovative brands while writing for numerous industry publications.

In December 2020, he came across research from Pew that would lead to the publication of this book. The study pointed out how little Democrat and Republican voters understood each other, revealing stark differences in how each group sees the world around them. He asked himself, “If these two groups have such different visions of the world, how can this not affect what they buy?” He immediately began researching the idea—and quickly became hooked.