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How To Create Client Personas In The Fund Marketing Sector

Published: 12 June, 2019

To create a client persona for the fund marketing sector, you must draw up a representation of the attitudes, goals and behaviour of a hypothesized group of investors.

This could cover their approach to spending, saving, schooling, retirement and philanthropy – all things that could affect their future financial needs and, crucially for you, what they choose to do with their money. It can also delve into age, gender, interests, family situation and more. It’s a good idea to give each persona an actual name, and even a picture of that ‘person’, so your marketing and sales teams can visualise the people they are targeting and empathise with their problems. You can even create negative personas, which are a representation of who you don’t want as a customer. This could be because of their very low tolerance of risk, for example, or being unreceptive to your marketing communications.

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