The Psycho Tactics Expert Marketers Use And How You Can Use Them Too...

Psychographics are just like demographics – only psycho.

Kinda.

In an Austin Powers sized nutshell, demographics are who your customers are, while psychographics describe why they buy.

And they are SO MUCH BETTER than demographics, like, I CAN’T EVEN YOU GUYS.

Let me tell you why you need to start placing psychographics high on your list of “SH*T I MOST DEFINITELY NEED TO KNOW”.

While demographics are essential, and help you to define “who” your customers or clients are… such as where they live, what age they are, are they married etc. PSYCHOGRAPHICS are the drivers behind those choices.

Picture this: You’re running social media ads with offers, you’re receiving media attention for your products, your website is optimised to within an inch of its life, but STILL no one is buying your products.

Crickets. What the hell, right? What is going on?

Chances are your psychographics are way off kilter.

Or, you ignored those baddies entirely.

I know what you’re thinking… “this blog sucks, I don’t care about any of this.” But I beg you, don’t throw in the towel – ESPECIALLY if you have a business and you sell products or services.

Because what I’m about to tell you next is something expert marketers use regularly to ensure their products are chosen over their competitors.

Psychographics help you to take a peek into real data. Lifestyle choices, belief systems, behavioural patterns… even actual opinions of who you’re selling too!

Who are these people, really?

• Are they a morning person, or do they prefer the night?

• Do they exercise? If so, are they more into yoga or pilates, or are they into Crossfit, or competitive triathlons?

• Do they drink coffee, or are they a tea fan?

• Wine or beer?

• AFL or NRL?

• Dog or a cat person?

For the record I am totally a wine person.

I could go on, but I’m sure you get the drift.

SO. Back to our PG’s. (I’m low-key proud of that abbreviation, just saying).

Psychographics are hella important. I can’t stress that enough.

We want people to know that we understand them.

That we totally GET them.

We’re in their corner and we created this product or service, just for them.

So how do we find out what our audience’s psychographics are?

Of course, you could hire a marketing firm and pay a hefty price for them to conduct their research for you.

Or perhaps you could run some focus groups.

But unless you have loads of budget, or bucket loads of free time, then I have an easier way for you.

And it’s way simpler than you may think.

Think about your ideal client or customer. If you can, reach out directly (Instagram stories is perfect for this), and ask them this simple question.

What do you do on Sunday mornings?

• Do they sleep in?

• Do they get up early?

• Do they religiously go out for breakfast every Sunday?

• Perhaps they exercise?

• Or maybe they are hungover binging Netflix?

You can find out A LOT about a person, and what they are like, if you know what they do on a typical Sunday morning.

Next, ask this question.

What do you do on Monday mornings?

• Are they up early, do they exercise first?

• Do they journal or meditate?

• Or perhaps they are chasing their tail getting kids fed and out the door on time?

• Maybe they are shift workers and Monday is their day off?

Finding out what they do on Monday morning adds another crucial layer to their life.

This layer gives you the opportunity to really get a clearer picture of their overall lifestyle.

And once you know that?

You can really start to write copy that speaks DIRECTLY TO THEM. You WANT them to feel like you’re in their head. 

Expert marketers use their target audiences personalities, or identities, to give THEM that giant tick of approval that how they live their life is on point, and that we, as a brand or business, understand them innately. 

To give them validation if you will.

At the risk of sounding like an absolute psychopath, it’s when we get inside our target audience's head that the real magic happens. 

Now, I KNOW what I just said sounds somewhat invasive, but I’m telling you… the best marketers and expert copywriters take the time to do this. 

I’ve literally just scraped the surface here… there are dozens of reasons why using psychographics in your marketing copy is a bonafide way in creating, and sustaining, brand loyalty.

Let me leave you with this… and let me know if what I describe below sounds familiar.

I see you.

Working really hard in your 9 to 5, dreaming about skyrocketing your passion project into the stratosphere.

I see you sacrificing your evenings and your weekends so you can work on your business – some weeks riding the extreme highs being an entrepreneur brings, and some weeks feeling overwhelmed and contemplating whether or not it’s worth it. 

You’re the person who has a KILLER business idea, but just doesn’t know how to keep momentum.

How to balance all that’s on your plate.

You consume loads of books such as Glennon Doyle’s ‘UNTAMED’, and you save inspirational quotes from people on Instagram such as Lisa Messenger.

You buck against the trends, you resist the ‘norm’, and you get frustrated with how ‘easy’ some people seem to have it – and you just can’t help but feel a pang of resentment when someone far less experienced than you, succeeds.

But you push on.

You invest in beautiful stationary thinking that having the most gorgeous Kikki K notepads will take you to the next level that you’re dreaming of. So much so in fact that you have a stack of have filled journals, notepads and workbooks on your side table or desk.

Sound familiar?

I see you, because I AM you.

And I write my content for people just like you and me.

And that, my friends, is truly psycho.