In your IFA’s Playbook the persona will look something like this.
Age
45-65
Education
Grammar / Private not so many with degrees
Personality
Driver, Analytic
Likes / Dislikes
Punctual, Tidy, Clean, Tech depending on age
Members of groups
Local groups, professional advisor, sustainable investment, FPA, NAIFA, NAPFA, Society of Financial Service Professionals. Heavy use of LinkedIn
Dress code
Formal
Demographic
Across the programmes we run into IFAs, over 90% of decision makers are men
Interests
Golf, Rugby, Cycling he’s a Mamil - Positions of responsibility; school governor, parents association
2021/22 Issues
ESG. Engaging digital & digital advice. Too much work too little time. Burnout
Why are persona’s important?
Look, sound and be like your target audience. Know their issues, understand their keep awake at night thoughts. Get in their shoes.
People ‘like’ people and companies like them. People like people and companies they aspire to.
Persona’s are important because early on in the relationship you do not want to; look, sound, be something they don’t empathise with.
How to reach and create the valuable first meeting with owners of IFAs
- Create dataset through LinkedIn Navigator
- Through desk research and phone clean and verify for contact details
- Automate LinkedIn connections and minimal follow up
- Phone
- Ensure LinkedIn blogs etc.
- After 10 phone attempts over three months, if unsuccessful, onto email distribution
- Yr 2 LinkedIn etc. Repeat process
