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The need to understand who your ideal customer is comes down to finding what your customers have in common. Most business people describe their customers in terms of demographic information. To get a better feel, you should look at their psychographic information.

Demographic segmentation — i.e., defining audiences by factors such as age, gender, marital status, income, etc. — has been used by marketers for decades to help define their target audience profiles. But as countless real-world marketing campaigns have shown, it is not uncommon for people who fall within the same demographic profile to act in radically different ways.

Psychographics include characteristics of an audience that are slightly more intangible, such as interests, habits, attitudes, emotions, and preferences. Psychographic segmentation is the act of identifying and classifying groups of people based on these shared data points, so that you can customize your brand’s tone and message to better connect with the people you’re trying to reach.

Demographics are more superficial. Psychographics give a better feel for who your customer is, what they want, and how they think. Understanding the psychographics of your client will help you serve them better because you can understand their motivations. Demographics are important, but don’t stop there. Go deeper. Psychographic information gives you a more accurate picture.

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