By: Sample Personae: Some categories that might fit your customers.
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Name Ernest
Demographics Age 45 Ethnicity White Family status Married with kids Occupation Call center manager Income $60,000 Geography Dallas, Tex. Education High school Debt $2,950 credit card debt |
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Psychographics
Financial Stage College planning
Money personality Achiever
Account Specifics Time in plan 10 years Account balance $50,000 Level of contribution 8% Risk tolerance Growth Need to rebalance Yes Progress to goal Not on track Motivation Wants benefits of tax-deferred savings. Wants to feel like he's involved in making financial decisions. Barriers Does not feel confident he understands his investment choices. Conservative investor; he could take more risk. Values Hard work. Loyalty. Family. |
Personality
Responsible. Committed. Cautious. Family-oriented. Down-to-earth. Tends to be more introverted.
Pet Peeves Doesn't like overly talkative people, especially when it takes them a long time to get to the point. Annoyed when he's not given all the facts. Hates it when pressured to make rush decisions on the spot. Hobbies Fishing, coaching soccer, barbecuing. Favorite movie star Humphrey Bogart Favorite show The Sopranos Favorite Indulgence Cigars |
| Personal Background Ernest and his wife, Cathy, have two kids: Alison, their 9-year-old daughter, and Michael, their 6-year-old son. Family is the most important thing to Ernest. At the same time, he feels like his siblings resent him for the middle-class life he's achieved. He grew up in a low-income family, and so concepts of planning for retirement and long-term savings were seen as a luxury, not a given. Ernest has always been motivated by people who have earned their way in life. He doesn't seek advice from others very often - he prides himself on being able to rely on his own judgment - but he watches closely how others go about making decisions, and the subsequent results of those decisions. Financial Situation Ernest is determined to learn more about investing, but he finds it requires a lot of work. He wishes there were a simple way to learn about investment concepts, and to use what he's learned to manage his own money. |
