A really common pain point I hear from small business owners is the struggle to connect with their ideal client. I know how hard it is, especially in a world where everyone’s attention is being pulled in multiple directions.

But there is something you can do to improve your connection with your ideal client, and that’s getting really granular in understanding who they are.

It’s not enough to just know demographics. We need to go DEEP here to understand psychographics.

Psychographics are the mental characteristics of your target client. It looks at their goals, beliefs, motivations and fears.

Here you’re answering questions like:

▪️ What are their interests?

▪️ What hesitations might they have about your business?

▪️ How much would they feel comfortable spending on your service?

▪️ What’s their personal style?

▪️ What do they value?

▪️ What are their pain points or the problems they have (that you can solve).

▪️ How do they like to be served?

If there’s one question you can pay particular attention to, make it that last one! This is SO important to understand.

Here’s what I mean: 

→ Do they like targeted email correspondence? If so, how can you get them onto your email list. 

→ Do they spend a lot of time watching video? How can you stop their scroll and capture their attention? 

→ Do they require a lot of face time in order to build trust with someone? Can you facilitate this with free discovery calls, Instagram Lives or webinars? 

There will never be one set answer here, but we can certainly narrow down the available options to get more targeted in how we connect with and service our audience. 

And the more we SERVE, the less we have to SELL. 

Know who you are trying to attract and you’ll find communicating and connecting with them becomes that much easier.