Psychographics, Advertising
and Online Marketing Strategies

Create Advertisement that speaks to your customer


Psychographics, the science of dividing a group of people into distinct sub-groups by their psychological makeup is elemental to all advertising and marketing efforts. Without knowing who your customers are, and focusing your campaign to speak directly to those customers, your efforts will be less successful than they could have been, and frequently a total failure. Fortunately magazines and and Television marketing agencies can usually provide you with a psychographic profile of their readership, to know what types of message is required for those people, and whether this is a good venue to advertise your product or service in the first place.

Why online advertisement differs from print advertisement

The internet changes all of that significantly because such precise information is almost impossible to know. As the internet is mostly free, anyone in the entire world can end up in virtually any place, either from a related link or through a search engine, on purpose or by accident. So the question is, given that your advertisement will be competing with hundreds of other choices, how can you get the right user to push the button that gets them to your site, and eventually purchase your product or service? After all, if your ad is in the form of an Pay Per Click (PPC) Ad, you don't want the wrong kind of person to follow your link because every-time they do, it costs you money, and sometimes the prices can be quite high. If you pay $5 per click, you don't want to attract the wrong kind of customer too often, the one that you are not targeting. You can literally spend thousands of dollars and never get a single sale. On the other hand, you want to capture the attention of the one that will buy your product. The way you do this is by telling the right person the right message. What is the right message? It contains the keywords that speak to your target group of customers. This is an art as well as a science, and those that are good will make a fortune at it, while those who are not go out of business quickly.

On the internet, it's all about speed

It is important that the right message is communicated, and it is communicated quickly and in a way that speaks to the target customer. It basically has to jump out at him or her and scream 'click me', while telling everybody who is not in your target group to 'stay away from me'. And you only have a split second before the user has already forgotten about your ad, until he or she has scrolled away or followed a link halfway around the world. The internet is a brutal place that doesn't give any second chances, competition is fierce, the next thing is just a mouse click away and the person is unlikely to ever come back to this page again.

What many people do wrong

The first mistake that most inexperienced advertisers will make is to tell people who they are. It might be good for ones ego to tell others how great one is, but it won't do much for sales. Instead of telling others who great you are, tell others why the should visit your site. 'I am the greatest, come to my site' is not much of an offer. 'Come to my site and I will give you something for free', 'Come to my site and see our great selection of discount items', 'Come to our site and see the latest and greatest before you neighbours do', these are the why's that people are looking for. See yourself in the shoes of your potential clients: Our of at least 5 competitor links all side by side, why would they follow yours and not the other ones? What makes you better? 'I am the best' doesn't cut it.

What you should do instead

I have already used three different offers that will target three different psychographic groups in the last paragraph: Something free will attract the emulator because they can jump at free that will make them look successful. Something at a discount implies an urgency, because discounts go away, so it will automatically trigger the needs driven person. Something new and unique will trigger the need for individuality in the Achiever. 'Your friends and family will love it' speaks to the belonger, and 'we will donate $1 from every purchase to a local charity catches the attention of the socially conscious person.

Getting people there is only half the story

Getting people to your site is the job of the ad, but getting a sale is an entirely different matter. Not only does your ad need to speak to the person you are targeting, but the site that they go to must speak a language that they understand. The belonger wants to belong, to feel secure in the knowledge that they will be taken care of. The Achiever wants to get in, buy, and get out, and know what they bought is unique, new, and of good quality. The emulator will be impressed by flashy graphics and lots of cool things. The socially conscious needs to know that you do care about society beyond this sale, that you and your company have a larger vision than just making a buck. So you might have no have a separate page or even website for each of those people should you really want to sell to all of these different categories, because, as I pointed out in the introduction, cross psychographic marketing does not work. Never, ever, ever. Focus, target, concentrate.

And if you should fail the first time, try, try again ...

Psychographic Marketing


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