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Create Your Avatar – Attract More Ideal Clients

Home | Marketing for Financial Advisers | Create Your Avatar – Attract More Ideal Clients

23 Sep 2016

Create Your Avatar – Attract More Ideal Clients

by Rachel Staggs | in Marketing for Financial Advisers
Create Your Avatar – Attract More Ideal Clients

What is an avatar? Your avatar is your ideal client, the average person that you offer advice to, who is happy to take your advice, pay for your advice, introduce others to receive your advice – they see you as the perfect person to solve their problem.

They will remain a client, see you as their trusted adviser and happy to spend more money with you over time.

This avatar is the person you should always do business with. However, before you rush into developing marketing collateral and so forth you need to create a story, become a character, deliver relevant up to date information [content] and become their trusted adviser.

To do this, you have to know them.

Who is your ideal client? Grab a pen now and write down a real description about them. Pretend they are sitting across from you now. What do they like? What is their income? How do they make decisions? Who do they trust and why? What job do they have? Where do they take holidays? Kids or no kids?

What is causing them pain? What is their biggest problem?

What do you have that will solve their problem? Is it a system they can follow? Is it a comprehensive plan to take them from A to B?

What are their fears? What frustrates them? How do they perceive financial advice?

Tip – the biggest thing people usually want comes in the form of emotions and experiences – the more you can focus on this, the better your marketing communications will be.

For example, what would happen to them/how would they feel, if they got their deepest desire?

Try filling out the blanks below to see how well you know your ideal client – a great exercise to complete as a business.

Hi, [their name], I know it’s not easy being a [their age] year old [gender] and [their identifying trait] who is trying to [their desired outcome] especially when you’re busy working as a [job]. When you think about [their problem], it can seem overwhelming and out of reach. I would like to take a minute to let you know that your biggest desire can be achieved. Achieving [their greatest desire] isn’t easy for many, but we’ve been able to help people just like you by [state how you solve their problem].

Once you know your avatar, you can start to create relevant information that will matter to them rather than shooting from the hip and hoping your marketing sticks!

If you are looking for help in attracting more of your ideal client, feel free to contact me and learn how I can help you.
rachel@srscc.com.au

Tagged adviser marketing, client communication, financial adviser marketing, financial planner marketing, financial services markeing, marketing for financial advisers, rachel staggs

About Rachel Staggs

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Rachel has been working with us for some months and I commend her highly to any advice based business seeking to develop a comprehensive marketing plan. Whilst supportive and professional she knows when to call us to account and keep the process on task. She has developed a comprehensive manual and marketing plan for our business which we are both impressed with and excited about implementing. Rachel will continue to consult with us as we take this journey.
Gil Gordon / RI Lower Hunter & Newcastle
We recently engaged with Rachel to 'sharpen up' our marketing collateral and help communicate our unique value proposition to clients. We found Rachel to be knowledgeable, professional and results focused.
Chris Kozaris / Executive Director of Morgans Financial Brighton

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Rachel has a very personable manner about her which is very refreshing. I have found Rachel to be very approachable and she has integrated her expertise into our business, it is just like having a specialist marketing manager in house. I would highly recommend Rachel within the Financial Services industry as she understands what it takes to succeed in this very niche industry.
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