Psychographic Marketing: How to Create a Marketing Piece that Sells

In the article, How to Get Clients to Say "Yes" to Your Freelance Services - a Lot!, we discussed psychographics, which to refresh, is basically a psychological profile of the ". . . needs, benefits, values and attitudes, as well as insights about purchasing behavior . . . " of your target market.

This is so important that I'm going to repeat it again?

You never want to sell clients; you want to share your services with them in a manner that highlights the benefits to them.

The reason grasping this concept is so critical is that when you approach your marketing from the standpoint of how it benefits potential clients, you are really able to hone in on what is important to them.

Furthermore, you get a reality check of where you are in being able to offer it to them. The reason so many get such dismal results from their marketing efforts is that they're so focused on what they want clients to purchase that they forget to ask, "Is this something they need, want, will benefit from?"

Remember in the aforementioned article when I talked about the guy trying to sell me a booth at a job fair? This is what I mean. He obviously failed to take my needs as a potential client into effect because he was so focused on what he wanted to sell me. When you flip the script and approach it from the client's perspective, deficiencies in your services will be easy to spot - and correct.

So, now that you have a better understanding about the mindset needed to form an appropriate benefits statement, how do you go about doing it?

How to Sell More with Less Effort

As with most things we think are beyond our reach, 90% of winning is mental. When I sit down to write a marketing message, I have a three-step process, keeping my target market's psychographics in mind:

1) Timing: One of the first things I keep in mind is the ebb and flow of my target market's business. I deal with a lot of small business owners (micro businesses). They usually have less than 10 employees.

So, for example, if I'm targeting accountants, I may do a mailer to them in late January/early February offering to put together a benefits brochure to send to prospects and/or post on their website.