From Boring to Wonderfully Effective Communications With Your Target Audience
How can you take the guesswork out of lead generation to attract more of your ideal clients?
How can you ensure that the products and services you offer match your target audience’s deep desires?
How can you pierce through the clutter to seize your audience’s attention?
Simply, call on these Two Steps . . .
Step 1 – Zoom In On Your Financial Advisor Target Audience
It’s been said that the “true marketing genius is your target market.”
And if your target audience is a genius, what can they tell you?
First, grasp exactly who they are. Misidentifying your audience will lead you along a path to frustration and disappointment.
Don’t be afraid to disqualify a large group of people who have no interest in what you offer.
Be precise. Some advisors find it valuable to create a multi-dimensional avatar — one that personifies the top audience segment or segments that they would like to attract.
Give your avatar a name and pin down his or her specific characteristics. That way you can speak to a real person. And that’s how your communications touch emotions and get results.
Start out with details that are relevant to your practice such as:
- Gender (male or female, or if your audience includes both which one is it likely to be?)
- Marital Status
- Number of Children
- Annual Income
- Education and Degrees
- Occupation and Job Title
Here’s how the information can work for you. Let’s take, as an example, how age relates to trust.
Age does makes a difference in how Wealthy and Ultra High New Worth investors view trust.
New Spectrem Group research, reported in Millionaire Corner, found what’s most important for the highest percentage of seniors age 65 and over when they define trust. First is: “their financial advisor is looking out for their best interests.” Also vital is: “their advisor is proactive in calling with important financial information pertaining to their investments.”
Baby Boomers ages 55-64 agree, according to the Spectrem study.
Gen Xers see trust differently. Trust, for them is “an advisor admitting when they are wrong” and “charging fees that reflect the perceived value of the services provided.”
Millennials have their view of trust. It places at the top “an advisor being proactive about developments that pertain to their investments” and “an advisor admitting when he or she is wrong.”
Step 2 – Peek into Your Prospects’ and Clients’ Minds and Hearts
There’s more to your Prospects and Clients than the demographic factors listed above such as Education, Occupation, and Job Title.
When you grasp their psychological traits, you powerfully enrich your portrait and add magnetism to your communications. Aim to understand their hopes, dreams, frustrations, and fears . . . in specific detail.
- Seek out their goals and values,
- Tune into their challenges and pain points,
- Discover where they look for information to help in decisions about financial advisory services such as magazines, your website and blog, articles by and about you, LinkedIn, and more,
- Notice objections to signing on for your services.
Whether you take the step of creating an avatar or not, go ahead and describe these qualities to create a rich portrait of your financial advisor target audience. Then, you’ll be able to add emotions to your communications — your prospects’ and clients’ emotions. And they will respond.
More ideal clients put you in a position to Ditch the Duds – those clients who demand extras, don’t appreciate you, and cause your stomach to churn into knots.
Your 7 steps to a productive marketing plan are Here.