In our last few posts, we’ve talked a lot about the importance of identifying your “perfect client.” Once you can pinpoint your ideal customer, you can then build your offering to solve their greatest needs. In an abstract way, this makes sense. But, in practical terms, how exactly can you put yourself in their position and identify their needs? This is where psychographic marketing comes into play. 

Psychographics involves the study of consumer buying habits based on specific psychological characteristics. Essentially, in marketing, if you can understand the psychology behind your target audience’s buying habits — how and why they buy — you can frame your offering in a way that will resonate with their needs. 

By studying your market’s values, desires, goals, pains, and overall lifestyle, you can gain greater insight into their buying habits. This lets you position your brand in a manner that appeals to their specific buying journey. 

The result is accurate marketing that is much more impactful, as it is literally built around the needs of your audience. Every aspect of your offering should have a positive impact on your ideal clients’ situation — this methodology ensures your offering is relevant and will help address their needs directly.

So, what does the process of psychographic marketing look like?

Hopefully, you’ve already identified your target audience — your perfect client. If you haven’t done this yet, check out our recent post on building your customer profile. Once you have your target market in mind, you can begin to analyse their specific buying patterns. This involves mapping their major pains, gains, and jobs:


  • Identify Your Market’s Top Pains


The first aspect of psychographic marketing is identifying your customers’ top pain points. When mapping their pains, it is important to be as specific as possible. That way, when you begin outlining your solution for these pain points, you can ensure you have an innate understanding of your clients’ needs. 

Often, surveying your target market is a great way to gain insight into their pain points. By asking your audience for direct feedback, you will get a first-hand account of the issues that have a negative impact on their businesses and their everyday lives. 

For some context, a few common pain points include: 

  • Unexpected downtime caused by legacy systems and outdated technology,
  • Too much time spent on administrative tasks,
  • Budget cuts and financial restrictions,
  • Managers and executives are wearing too many “hats”,
  • Using too many systems and software programs to complete daily tasks, 
  • And workflow redundancies or the unnecessary overlap of efforts.

For argument’s sake, let’s assume all of these issues can be identified as common pain points among perfect prospects in your target market. Through asking your audience for feedback, you will eventually see patterns in their pains — identifying these patterns lets you frame your solution in such a way that it will resonate with their daily struggles. 

The crucial part of this is to reach out directly to your market. Don’t make assumptions on what you think their pains are — while it is possible that they don’t realize they have a pain yet, it is difficult to sell something when your prospects don’t even know they have a problem. Focus on their existing areas of need and add value from there. 

In this case, gain-mapping is the next step in psychographic marketing. 


  • Focus on Gains and Future Goals


Identifying potential gains is a surprisingly simple idea that becomes much more complex as you get into the nitty-gritty details. Essentially, gains revolve around what your prospects want in their perfect world. When mapping potential gains, it can be as easy as asking them:

“In a perfect world, what would you want your business to look like?”

They may not even know they have a problem, but they can picture this “perfect world” in their mind. If you can illuminate what their business could look like and how you can help them achieve that goal, you can sell your offering based on this potential gain.

Some common gains include: 

  • Appearing successful to family, friends, and clients,
  • Spending more time with their family or on high-leverage tasks,
  • Trusting their team enough to delegate tasks and unplug without worry,
  • Finishing all projects on-time and on-budget,
  • Forecasting future revenues and expenses with accuracy,
  • Reducing internal expenses and costs associated with rollout.

Sometimes, pains and gains are two sides of the same coin. For example, the pain of “spending too much time on admin tasks” is closely related to the future gain of “spending more time with family.” By identifying both of these as pains and gains, you can frame your solution in a way that highlights:

a) reduced admin time and 

b) more time to spend with their family.

The more pains and gains you can connect, the more your messaging and your offering will resonate with your prospects’ specific needs and goals. 

This is a critical step in psychographic marketing — as patterns and similarities emerge through mapping their pains and gains, so does the “secret” to ensuring your solution will resonate with your audience.


  • Outline Their Day-to-Day Tasks & Jobs


The third aspect of psychographic marketing involves outlining your prospects’ day-to-day jobs and tasks. By creating a comprehensive list of everything your target market is responsible for doing on a regular basis, you can identify areas that can be improved by your solution. 

The goal here is to connect your solution with their most common tasks, highlighting how your offering can help complete these tasks faster, cheaper, or more efficiently than their current system. 


Simply put: everyone is willing to pay for a product or service that will make their lives easier and prevent day-to-day headaches. 

While the job map will look different depending on their industry, the very process of mapping their daily activities will give you greater insights into their needs simply by examining how they spend their time. This gives you greater opportunity to showcase why your solution is better than their existing process. 

This is another opportunity for you to learn about your audience through asking for feedback. By identifying how they spend their time — every single hour of their work week — you can see where they would benefit from improved processes. 

For example, if your market (on average) spends 40% of their time on administrative tasks, then any service or offering that can streamline their admin processes, reduce manual redundancies, or minimize system downtime would have a significant impact on their daily schedule. 

If your solutions help complete these admin tasks in a way that is faster, cheaper, or more efficient, you will instantly resonate with your audience. It’s a no-brainer for them to buy in, since it will have such a dramatic impact on their day-to-day efforts and on their bottom line. 

Once you have mapped out your market’s pains, gains, and jobs, you will have a clear idea of how to present your offering in a way that will resonate with their needs. This lets you showcase your solution in the most impactful way possible. 

Stay tuned for next week’s post, where we take a look at how to expand on your psychographic marketing findings to create a value map that will help you showcase your product or service. 


So, have you created a psychographic marketing map? What insights did you gain into your target market?

If you need any help mapping your market’s pains, gains, and jobs — or to gain some insights into how to present your offering — click the button below and book a Growth Call with our team.