This post is updated. The original post was published in 2017.
Personas represent the needs and behaviors of your ideal clients and are helpful in shaping your positioning and messaging.
We recently published the 2020 Edition of the Financial Advisor SMART BOOK™. This resource is a comprehensive guide to help independent financial advisors build an ‘independent difference,’ that is, a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:
- Increase Volume: Generate More Visits & Inquiries
- Increase Client Value: Get Better Qualified Inquiries
- Increase Velocity: Increase Conversion Rates
- Increase AUM and Revenue: Optimize Engagement for AUM growth and Revenue Impact.
[Strategy 2 of 9] Valued Offering ~ Craft Market-Ready Service Offerings and Segment Messaging
You will be surprised how effective it is when you communicate offerings based on specific personas that represent the needs (or pain points) and behaviors of your best clients.