Andy NearyI help insurance professionals turn brand awareness into business growth.

Having an industry niche isn’t enough. It’s about WHO your buyers are in that industry.

20 May 2025 · 0 min

Watch on YouTube

0:16

Andy Neary argues that having an industry niche (e.g., manufacturers) is not enough to identify ideal clients because demographics (company size, funding status) don't capture who you actually enjoy working with. He emphasizes psychographics—the beliefs, attitudes, and mindset of individual buyers—as the crucial factor for finding preferred prospects.

But demographics alone cannot identify an ideal prospect. Here's why I've never had a client say, andy, my favorite client is ABC Manufacturing because they have 75 employees and they're self funded. The owner's a jerk. He treats me like crap. He hates his employees. But they're a manufacturer with 75 employees and self funded.
You can't identify prospects alone on demographics. You need psychographics. If you've got a name of an individual on your piece of paper now that you love to work with, who are these people between the ears?