Their Why Matters More

Had a conversation with a business owner today... he said ‘Business should be better.

Yeah, I nodded in agreement. So tell me what you know about your customers.

He rattled off an impressive list of demographics - My average customer is 35-40, makes $80K, lives within 5 miles of my shop, and on and on and on.

So why do they buy what you sell? I asked.

What? he responded.

Nope, not What? but Why?

He was quiet. Then offered, Is that an important thing?

Yep, their reason Why? they trust you, come back and obviously talk to you (that’s why you know about them - just not what you need to do better).

Help me? he said, because I paid a consultant a lot to learn all those demographics.

How does that make you feel? I responded.

Wow, that’s what you mean isn’t it?!

That feeling, I said, that you feel right there (pointing to his gut) - that’s what you need to know about your customers - that’s their Why? - and that’s money.

​Demographics = who. Psychographics = why. 

Psychographics for the win...