If you asked them about their target customers, most new entrepreneurs will answer with something like this:
“I want to reach men between the ages of 35-50 who live in the US and are interested in fitness”.
These are demographics. They’re those nifty nuggets of information you can find in your Google Analytics.
There’s nothing wrong with being clear on your target demographics, but it won’t help you sell to them.
To sell, you need to understand the psychographics of your target customer.