Covisum Blog

In a recent guest post for Michael Kitces' blog, Nerd's Eye View, Covisum's Director of Sales and Marketing, Katie Godbout, offered an in-depth look at crafting and using a client persona to generate leads. Finding prospective clients can be difficult for many financial advisors. The marketing process can seem overwhelming, and unfortunately the solution is often to cast a wide net to try to attract anyone. However, when you try to market to everyone, it becomes incredibly difficult to differentiate yourself. You can overcome these issues by focusing in a specific and narrow target market. A client persona is a detailed description of your ideal client. "The key to marketing financial services is resonance. If the messages you’re putting out aren’t relevant and don’t resonate with the prospective clients you’re trying to reach, they won’t work. And if you try to create a message that resonates with everybody, it won’t work because nothing is going to resonate with everyone at the same time." "This means the first step to effectively marketing your practice for growth is to narrow your focus and pick which specific prospective clients you want to target. Then you can create marketing that resonates with those particular people."

Here are some talking points that will help you discuss the value you can add for clients when you use the Covisum tech stack Advisors ask us all the time, "How do I use your software to help me attract new clients?" And we've written extensively about marketing best practices. The guides, templates, and checklists we've created for you are helpful, but what do you do with all of it? How do you transition from strategy to execution? And how do you ensure that what you are communicating to your clients aligns with the benefits you provide?