Small business owner who have not fully grasped the concept of the importance of understanding who their ideal client is ought to be looking at some of the top tier companies in various high-profile industries and how they are marketing to very specific ideal clients.
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As we continue our March series on identifying your nice market, we feel compelled to continuously show you classic small business marketing mistakes.  Here’s a big one:   Not knowing why your client WANTS your product or service as opposed to why they NEED your product or service.  There is a big difference.  This week we’ll post a video on it, but here’s an article that will get you started.  This is a repost from our founder, John Assaraf last year:

The Difference Between Demographics and Psychographics

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by John Assaraf

When it comes to finding your ideal client, there is a basic principle that you must remember. Your prospects buy what you sell because they have specific needs or wants. Your job as a business owner

is to know, understand and deliver the solutions for those needs and wants, which will differ depending on each specific business. Therefore, it’s critical that you know exactly what your prospect’s needs and wants are. If you distill it down to one significant purpose, it would be to create a match between your buyer and your product or service.

There are two primary categories of information that will assist you with this determination.

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