CREAT ING

IDEAL
CUSTO MER
PROFI LE
Your customers should be the driver behind every marketing decision
you make. The process of creating a customer profile will help clearly
define your customers' needs by understanding their buying patterns
such as what, how and where they buy. And more importantly it
uncovers their motivations for buying.

As discussed in the video, an important part of creating your Ideal

Customer Profile is including Psychographics. Let’s look at that in a little
more detail.

WHAT ARE
PSYCHOG RAPHICS?
Psychographic information could include your buyer's habits, hobbies,
spending patterns and values. Demographics explain “who” your buyer
is, while psychographics explain “why” they buy. Demographic
information includes gender, age, income, marital status… you know, the
dry facts.

Effective target marketing only happens when both demographics and

psychographics are understood. The combination of both sets of data,
along with geographical insights, combine to form your buyer persona;
a detailed picture of who you’d like to work with (or are currently
working with).

Based on an example of a nutritional weight-loss program you’re

offering, here is what those 2 areas might look like.

• Aged 45-65

• Married, with children

• Dealing with issues of weight gain and lack of

energy
DEMOGRAPH IC • Household income $100K+
INFORMATIO N:
• Concerned with health and appearance

• Wants a healthy lifestyle, but doesn’t have much

time

• Enjoys going online in the evenings, big fan of

Pinterest

• Tends to favor quality over economy

PSYCHOGRAP HIC
INFORMATIO N: • Finds fulfillment in her career and family

• Values time with a small group of friends

Looking at the two lists above, it’s easy to see why you need both. Use
demographics alone and you have only a very hazy outline of your
audience. You understand her challenges, but not where to find her and
what really moves her to action.

Psychographics gives you so much more insight into creating the Ideal
Customer Profile, making your email campaign that much more
effective.