03 July 2009

How 6 Psycho-Graphic Factors Will Fill Your Practice

A few days ago I used the word psycho-graphics and was surprised to learn that it was an unfamiliar term among some of my self-employed healing arts colleagues. Whereas demographics outline the objective facts of what age, gender, ethnicity, location, income range, education level, etc, pertain to specific individuals or groups, psycho-graphics are the more subjective factors that pertain to their buying decisions.

In developing an ideal client profile, it's best to know both the demographics and psycho-graphics of your niche market. This knowledge tells you whether a specific group is viable for you as a population to pursue. The psycho-graphics will also suggest how many and what kind of obstacles you may encounter in reaching that niche market.

In crafting your ideal client's identity, it's not enough to know what you can do for them. What you must focus on is what they want and don't want, when are they actively seeking change, and what are they willing and able to pay for. So you aren't done with defining your ideal client until you can provide specific answers to these six questions:

  • What are they experiencing that they don't want to experience?
  • How does it impact normal daily functioning in job, relationships, and personal satisfaction?
  • What motivates them to get help?
  • What compels them to be willing to pay for help, and when will that occur?
  • Who do they turn to for referrals or recommendations?
  • Where do they look for resources and information?
When we know these psycho-graphics, we know where and how to deliver marketing strategies that will connect with our ideal clients at the moment of their readiness to pay for our help.

If we concentrate our marketing efforts on connecting with this moment, the urge to hire us is almost irresistible. Filling a practice then is so much easier, because clients practically beg us for appointments.

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