Robert Sofia on Finding Your Target AudienceRobert Sofia on Finding Your Target Audience

Most advisors market to people based on demographic profiles like age or assets, but this isn’t necessarily how people see themselves, says Robert Sofia, chief executive officer of Snappy Kraken. To craft messages that draw people in, he recommends focusing more on what clients care about—their dreams, worries and goals. Here, he explains how a more personalized approach to marketing can help advisors form more robust connections with their clients.