You’re Marketing to the Wrong People—Here’s How to Fix It
Why Your Retreat Business Needs Psychographics More Than Demographics
I don’t care that your "ideal client" is a 45-year-old woman from California. That information is about as useful as a screen door on a submarine. Knowing her age and zip code doesn’t tell you what’s keeping her up at night, what she’s desperate to escape from, or what’s going to make her say, "Screw it, I’m booking this retreat today!"
Demographics? Overrated. You’re not running a census bureau; you’re selling a freakin’ experience. And that means you need to dig deeper. The real juice? Psychographics.
What does she secretly dream about when she’s stuck in traffic on her morning commute? What’s that nagging feeling in her gut telling her she needs to change something—fast? What is she scrolling through at 2 AM, looking for a sign that it’s time to put herself first for once?
That’s what actually drives someone to hit the “book now” button. Not their age. Not their income. Not the city they live in. It’s the craving for transformation, the urge to escape, the hope that your retreat is the thing that’s going to pull them out of whatever rut they’re in.
And if you don’t know that? You’re just throwing darts in the dark, hoping one lands.
Psychographics: The Missing Piece in Your Retreat Marketing
Psychographics get into the nitty-gritty—the why behind someone’s choices. What keeps them up at night? What lights their fire? What’s the existential crisis driving them to drop thousands on a retreat instead of blowing it on another meaningless shopping spree?
Two women, both 45, both from California—one’s a burnout corporate exec desperate for silence, the other’s a woo-woo energy healer ready to trip on ayahuasca in the jungle. Same age, same state, completely different people.
Why This Matters for Retreat Leaders
Your retreat is not for everyone. And if you’re still trying to cast a wide net with generic marketing, you’re setting yourself up for a world of frustration. You need to know exactly who you’re talking to, what’s haunting them, and why your retreat is their salvation.
When you get psychographics right, you can:
Speak directly to your people. Not just “women 35-50.” No, you’re talking to that woman who’s questioning her entire life. The one who’s tired of living for everyone else and finally wants something for herself. The one who’s staring at the ceiling at night thinking, Is this it? Your words should hit her so hard she feels like you’ve been reading her journal.
Sell without begging. When you tap into what they truly crave, your retreat becomes a no-brainer. You’re not convincing them—they’ve already decided. You’re just giving them permission to say yes to themselves. No sleazy sales tactics, no endless follow-ups, no gimmicks. Just a clear message that speaks to their pain points and desires so clearly, they can’t ignore it.
Keep the wrong people out. The last thing you need is a buzzkill ruining the vibe because they weren’t the right fit. That means no energy vampires, no skeptics who roll their eyes at the itinerary, no one who doesn’t get it. Your retreat should feel like a soul-aligned gathering of people who instantly connect because they’re all there for the same deeper reason. And when you nail psychographics, you attract only the right people—and repel the wrong ones effortlessly.
How to Find Your Customer’s Psychographics
Talk to past clients. Ask them why they booked. What pain points made them say, "I need this now"?
Stalk strategically. Lurk in Facebook groups, read Amazon self-help book reviews, dig through Reddit threads. People spill their souls online.
Ask the real questions. Skip “Where are you from?” and go straight for “What’s making you feel stuck right now?”
Pay attention to their words. What phrases pop up over and over? That’s your marketing copy handed to you on a silver platter.
BONUS: Subscribers will have access to a special ChatGPT prompt I created to help you create your “Ideal Customer Profile (ICP)” just by answering some questions! Become a member today to have access to that prompt!
Bottom Line: Go Deeper
Demographics are a lazy marketer’s crutch. If you want your retreat to thrive, get into your ideal client’s head, heart, and messy existential drama. That’s where the magic (and money) is.
Forget stats. Who the hell are they? What’s gnawing at them? Figure that out, and your retreats won’t just sell out—they’ll attract the exact right people who make the experience unforgettable.
Now go find your people. They’re out there, waiting for something that actually gets them.