Peter Vander Wall argues that targeting by demographics like age and income misses what actually works. Instead, focus on psychographics: what customers value, what worries them, what questions keep them awake. Messaging that matches those real concerns drives clicks, calls, and sales.
So the traditional definition of a target audience or an ideal client doesn't work anymore. Where you go, oh, my ideal client is small business owners making $500,000 or more and they're 35 to 55. Like, I have to make so many assumptions just to come up with actually what matters to this person, and that's the only way I can effectively get their attention, right, Is if I'm talking about things that matter to them. And so the way I like to go about finding your ideal client is more psychographics based. And so we're talking about, like, what does your ideal customer value, right? What, what's constantly on their mind? What questions are they thinking about? What's keeping them up at night? Because these are the things where, let's say they see an ad from us and it's talking about the exact thing that they were just thinking about five minutes ago with their business, then they're really likely to click on that ad, they're really likely to watch our video sales later, they're really likely to book a call and end up purchasing from us.
How This Bookkeeper Scaled From $30k/mo → $92k/mo in 2025 [LIVE WORKSHOP RECORDING]
