Guest Blog : How psychographics can help you get clients as a Virtual Assistant

by Rebecca Whitlow, Business development strategist & VA at Virtual Enchantments 

You have probably heard that it’s ideal for new Virtual Assistants to niche down and spend some time finding out what they enjoy to be able to find a speciality. And if you’re anything like me, you probably resisted because you thought that offering everything to everyone would give you a bigger chance to get a role or an interview. Well, I am here to tell you that the Virtual Assistant coaches who recommend niching are in fact correct. And in my opinion, niching is probably the best thing you can do. I am here to tell you why.

Hi! I’m Becca, a business development strategist and Virtual Assistant who specialises in supporting creative and spiritual business owners to refine their offers and ideas and build a profitable, sustainable business in a way that feels authentic, aligned, and manageable for them, so they can focus on what they enjoy. 

I started my business in 2022 when I was becoming unhappy with my job as an NHS nurse. I felt like I was undervalued and overworked. I had no social life, no funds to enjoy my life and felt as if there was more I could be doing. I had some time on my days off and decided to start my business as a side hustle. I took a course on how to get started with the basics and quickly took on some clients that kept me occupied. Things quickly grew for me and after a lot of fear and resistance, in May 2024 I quit my job as a nurse to become fully self-employed. 

When I started my business, I knew I was techy but applied for every job opportunity I came across, said I did everything and got a few associate roles that were pretty standard admin and PA jobs but also got a job working for a fantasy events company. Take a guess which work I enjoyed the most. 

I started learning about the ins and outs of marketing, and the strategy behind running a business and the associate admin jobs just didn’t feel as exciting as they once were. And so I decided to niche into something I was passionate about. Helping people grow their businesses. 

People within this niche often need a little extra support getting their business off the ground and the techy VA knowledge can be extremely valuable to them. But there is one crucial bit of knowledge that can help any business that I am here to share with you: know who you’re selling to. 

The introduction of Psychographics: 

Have you ever read a post or a story by a fellow business owner and thought to yourself “Yes that sounds exactly like me”. Well, that is an excellent example of how understanding your ideal client can attract customers to your business.

We have all heard the word demographics. But what about psychographics? The word psychographics (psycho + (demo)graphics) came about in the late 1960s when marketers began to realise that demographics alone were not enough to understand consumer behaviour. Demographics are the basic facts about the person you are trying to target your service to such as ages, genders and social classes, whereas psychographics are the psychological behaviours of consumers, their attitudes, interests, personalities, values, opinions, and lifestyles. Demographics tell you who is buying, but psychographics tell you why. 

In a world where people are more driven to buy with emotion vs logic, psychographics have become an ideal tool for business owners to get a clear idea of how to market their business. People want to feel seen and heard; they want to be able to relate to your content, your business and feel like you understand the “why”. 

After all, if you are hiring someone or are employed but someone, you want to form a connection with them. 

Why Do Psychographics Matter in Marketing? 

If you are a VA that does everything for everyone, your “ideal client” is potentially every self-employed person in the UK. That’s a pool of 4.4 million people. And I guarantee you wouldn’t want to work with all these people. 

Let’s refine it a little bit. Take, for example, a VA who has decided they enjoy working with creative freelancers. Demographics might tell us that their ideal clients are women aged 25-40, based in the UK, middle class, and working as designers, writers, or photographers. But this only scratches the surface. 

This is why having a really clear picture of what you do as a service provider is crucial for the next step of your messaging. Who are you helping and with what? 

Maybe you love problem-solving and enjoy supporting business owners who feel overwhelmed juggling multiple projects, they might struggle with procrastination on admin tasks, or crave more structure in their workweek. You want to help to take these tasks off their plates, keep them accountable with meetings, help to focus on what they love and create a workflow that aligns with their creative minds. We instantly have a very different picture of what sort of service you provide. 

This now gives you your edge and makes you stand out in the crowd because you can tell people exactly how and why you help them. Instead of using broad statements you can create messaging that targets your ideal client specifically. 

How can you use psychographics to attract your ideal clients?

Surveys have shown that 79% of consumers say they are only likely to engage with an offer if it has been personalised. So what does that mean? People want to feel like your offer is MADE for them. 

Here is how you can start attracting the clients you want faster: 

1. Get clear about what YOU want to offer and WHO you want to help. 

Think about the types of people you naturally connect with. Do you prefer working with creatives, coaches, or service providers? Think about past job experiences and your current clients. Start with demographics to get a general idea then think about the potential problem these people could have. 

What skills or services do you offer that solve these problems? Are you great at organisation, tech automation, content planning, or something else? Write down what you love to do and see if it aligns with common business pain points. 

2. Speak their language 

Use words and phrases your ideal clients already use to describe their struggles and desires. When they read your content, they should feel like you're speaking directly to them. Instead of listing what you do, talk about the specific ways your service helps them. For example, rather than saying, “I provide admin support,” say, “I take care of your inbox and scheduling so you can focus on creating and growing your business.” People make decisions based on emotions, then justify them with logic. Talk about how much time they would save if they didn’t have to reply to enquiries or that they would never have to worry about missing an email. The more specific the better, remember you want people to feel like they can relate. Saying "Imagine reclaiming 10 hours a week by outsourcing admin tasks. That’s 40 extra hours a month! Enough time to take on two new clients and start that new project you’ve been putting off” will have an emotional impact. 

Share relatable stories or testimonials that reflect the experiences of your ideal clients. This builds trust and makes your services feel more accessible and relevant. 

3. Your offers should be about them, not you. 

When you create an offer, it should be about your clients and not about you because people buy solutions to their problems, not just services. Your potential clients are looking for something that will help them, make their life easier, solve a problem, or fulfil a need. If your offer is positioned around what you do rather than how it benefits them, they may struggle to see why it’s relevant to them. 

In conclusion: 

In a crowded online space where you are competing with all the other VAs, connection is key. When you understand the psychology behind your audience’s decisions, you’re not just marketing—you’re building relationships. And relationships turn casual followers into loyal clients. 

By using psychographics to refine your messaging, you can stand out, attract the right audience, and create a brand that truly resonates with the people you want to serve. So, ask yourself: what truly drives your ideal clients? Once you know the answer, your marketing will never be the same again. 

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This blog was prepared by Rebecca Whitlow in their personal capacity. The opinions expressed in this blog are the author's own and do not necessarily reflect the views of Kayleigh Johnstone or COZ PR.