If you're an advisor trying to market yourself to the average affluent prospect, you are almost certainly wasting your time. That's because you're aiming for a demographic that doesn't truly exist - there is no typical affluent investor.
There's hope, though. You need to understand that affluent investors fall into varied groups, each with its own characteristics, wants and needs. The advisors who are most successful in finding, attracting and keeping affluent clients are those who get to know all these different types and then build their service around specific subgroups.
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