To market your business, you need a solid understanding of who your potential clients are. Writing a client profile is the foundation of your business and marketing success. When you know whom you are selling to, you can start researching, writing, and testing advertisements that will appeal to the clients, leading to long-term relationships that will be profitable for them and your agency.
Marketing is a frustrating and challenging task for many, but if you understand the needs and lifestyle of your clients, it will be much easier to reach and engage the right clients. Without a full understanding of whom you are trying to reach, your marketing efforts will fall flat. One of the most unnerving aspects of starting an independent agency is building a client base from scratch, and you may be tempted to cast a wide net and reach as many new clients as possible. However, there is value in writing a narrow client profile, specific and segmented, to ensure that you focus on the right clients that bring long-term profits instead of grabbing every client who shows an interest.
Writing a Client Profile
A well-written client profile is key to reaching new clients. Create a profile that accurately describes your ideal client, and make sure this fits the demographic of the people you are targeting. Here are examples of what to include in an ideal client profile to make it as specific as possible:
- Age
- Gender
- Ethnicity
- Demographic
- Marital status - kids
- Profession/financial status
- Education
- Property owner
- Decision-makers
Our job as insurance brokers is to evaluate our clients' potential to be profitable clients in the long term, not just in the short term. Always consider what a client needs now, but also what they may potentially need in the future. Writing a specific and narrow client profile will keep your marketing efforts sharp and focused and lead to client relationships that have long-term value, not short-term profits.
Contact AAI to learn more about writing a client profile and other tools to help you succeed as an independent insurance agent.