My product is coca cola so my product category is carbonated soft drinks.
Create your own psychographic/demographic segments in your product category. Create as many segments as you think there are users in the product category. For example, with basketball, you might divide the market into the Serious Street Player, the Aging Former Athlete, the Young Wannabe, and the Weekend Hack. Briefly define each category. Who is this person demographically and psychographically? Now create a separate argument for each one: same product, athletic gear, but a different selling premise. For instance, the gear will help the Young Wannabe rise to new heights; it will restore to the Aging Former Athlete the edge he or she has lost. For the Hack, maybe the best argument says, "Hey, let's face it, looking good is most of it."