Psychographics over demographics

Chris Do explains why digging into psychographics unlocks better offers, messaging, and creative direction.

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Episode notes

In this episode, Chris Do breaks down why most creatives struggle to market their services effectively—and how that changes in 2026. He explains the critical difference between designing for “anyone” versus building services for a clearly defined, high-value client.

Through real examples and audience interaction, Chris shows how understanding psychographics, not just demographics, unlocks better offers, clearer messaging, and higher pricing. The conversation emphasizes why targeting clients with money, urgency, and alignment is not selfish but strategic.

Timestamps

(00:00) — Intro

(01:03) — Psychographics over demographics

(02:10) — Identifying your best clients

(03:58) — Why broke clients limit growth

(05:22) — Pricing math and marketing budgets

(07:05) — Levels of business competition

(12:02) — Clarity creates massive value

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