Skip navigation
WMTV on Location

Robert Sofia on Finding Your Target Audience

Robert Sofia, chief executive officer of Snappy Kraken, explains how focusing on what clients care about is key to crafting messages that resonate.

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.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.