Psychographics are the emotional and reasoning factors that create motivation to take an action such as seek a counselor, psychologist, or coach. The psychographics of your ideal client niche need to be at the heart of a compelling marketing message.
Why are psychographics important?
Because most people make hiring and buying decisions with their emotions, and THEN justify those decisions with rational reasoning.
There are two parts to using psychographics in a marketing message.
naming the motivator
assuming the desired result from getting help
Two Quick Examples of Using Psychographics
Message to anxious client -- Career demands that stress you out and require you to overwork cause worry that your family and social relationships will suffer, but quitting your job is no solution. You want to be more assertive with your boss and you need to say no to unreasonable assignments.
In this example, worry is the existing psychographic motivator, and wanting to be assertive and say no is the desired psychographic outcome.
Message to couple -- Between the arguments, hurt feelings, and disappointments, you're seriously questioning if your marriage can last. You want to feel heard and be able to discuss things without anger and feeling put down.
In this example, fear that marriage is headed for divorce is an existing psychographic motivator, and wanting to feel heard and have unheated discussions are the desired psychogrpahic outcomes.