"Understanding Your Customer: How Psychographics Can Impact Sales"

Have you noticed how today's political and social climate is getting big brands like Starbucks in hot waters and how not paying attention to your customers can get your business in big trouble.

Traditionally, we have catered a business model to meet current in-market demands.

If a customer is looking to buy white shoes, the company will produce it and the marketer will serve it to the customer, in hopes to get the sale and satisfy the need.

Then you have brands offering the best white shoes, the customer's dream white shoes, and they do not seem to sell no matter how much the brand tries to push it forward in front of customer's eyes. Why just selling white shoes is not enough anymore and does not guarantee you the sale?

Have you questioned your principles and the customers beliefs? Is your buyer persona an individual with feelings? If yes, how is your brand catering to their feelings?

In other words, you have done your homework to understand their psychology, what they stand for and their core values?

So what's psychographics? Its data insight around customer's belief systems, values, opinions, attitudes, interests, and lifestyle.

Now getting back to Starbucks...

Why are customers boycotting Starbucks when their coffee is amazing? (Questionable)

Because they stopped catering to their customer's feelings!

The whole idea of Starbucks, which made it shine and expand, was centered around making the customer feel special. From the variety of blends and drinks it offers, to writing your name on the drink and giving it that personal touch the customers absolutely loved.

But the love they got, started shrinking when they stopped paying attention to their customers and their feelings got hurt.

Today your brand's reputation is crucial in creating a long standing bond with your customers and longevity of your business.

You're not catering anymore to just your customers immediate needs, you're also catering to their beliefs and if you fail to pay attention you'll find out soon enough.

If you're a small business, you're in luck! You can learn from the mistakes big giants have made which have cost them a pretty penny.

Consider your customers as real people with feelings, show them what you stand for, support local charities and bring change to your community by simply voicing your support.

No one like a big goliath with no heart!