You see it all the time in the health and fitness space…
You’ll see ads, emails, or social posts that say:
“Looking for busy moms over 40 who want to get fit!”
Or “Are you a man over 30 who wants to build more muscle and boost your energy?”
These callouts are usually followed by a list of generic program features like workout plans, meal prep guides, and progress-tracking apps that everyone else is offering.
Messaging like this might SEEM like it’s speaking to an ideal client because it calls out a specific age and gender…
But the truth is, when you use messaging like this, you’re just calling out demographics.
While knowing your ideal client’s demographics is important, they only scratch the surface of who your ideal client really is.
That’s why messaging like this ends up blending in…
And it’s why your ideal clients aren’t engaging with your content as much as you’d like them to.
In ADDITION to knowing your ideal client’s demographics, you also need to know their psychographics — which are their attitudes, interests, values, and lifestyles.
Think about it…
There are busy moms in their 40s who want to get fit who:
- Only shop at Whole Foods for groceries
- Read the labels on all their food and self-care products
- Care about environmental issues
- Research everything before they buy
And there are ALSO busy moms in their 40s who want to get fit who:
- Have never shopped at Whole Foods
- Don’t read labels but know they should
- Prefer fast food and chain restaurants
- Are too busy with work and kids to get sucked into social issues
- Buy anything that’s on sale or recommended to them by a friend
See how these two groups have the SAME demographics but very DIFFERENT attitudes, interests, values, and lifestyles?
This also takes the pressure off of you feeling like you need to reinvent the wheel to stand out…
Because all that matters is that you stand out to the RIGHT people.
That means BEFORE you create any content…
You need to know who you’re talking to and what makes them tick.
What do they care about? What are their buying habits? Who and what are they influenced by? Why does getting healthy matter to them?
Start there and you’ll see VERY different results!
Make it an amazing day,
Alicia
P.S. We have an ENTIRE training on connecting with your ideal client avatar inside of Content Club, along with 16+ other trainings to help you dial in your marketing, your messaging, and grow your client base.
You’ll also get proven templates and fill-in-the-blank content for you EACH month so you have the BEST chances of landing new clients from your social posts, emails, reels, and strategy.
If you know your marketing needs an overhaul, check out Content Club here.
