• Products
  • Insights
  • Practice Management
  • Resources
  • About Us
Your prospecting goals are already within your reach. Define your ideal client to get the results you want.

"Cast a wide net—the more people you prospect, the more business you’ll get."

Hearing this for years has caused many financial professionals to avoid targeting a particular market for fear they’ll literally sell themselves short. But not committing to a specific target market can actually prevent you from getting more business.

How? Part of the reason is that while it broadens your scope, you're under pressure to spontaneously provide a marketing pitch that pertains to, and entices, several different types of clients.

Instead, focus your energy on discovering who your best potential prospects already are, then engage them with a service offering that you can confidently deliver because it's authentic; a service or services you've already been providing successfully.


Step 1: Target your market

You’ve likely heard the concept of creating a profile of your ideal client, which may sound daunting. However, it's actually simpler than you think. Just take a deep dive into your existing book of business and see who you’ve already attracted.

Start by making a list of your top 25 clients using the worksheet to your right. Make note of the distinguishing characteristics described in the column headings. This will help you begin characterizing your target market.


Step 2: Connect the dots

Look closely at the columns in Step 1 of the worksheet. Do you see a pattern? Ask yourself: What are some of the shared characteristics among these top clients? How did I acquire these clients? Note the similarities you see. Using the worksheet, write a description of your ideal prospect using these common traits.

Acknowledging your strengths in the services you provide and your client acquisition methods can help you return to those successful techniques.


Step 3: Market to your target

Now that you’ve defined your ideal client, how can you replicate these relationships?

Take a look at your current marketing efforts. How well are you promoting the expertise that makes you a good match for them? Start by considering topics that are relevant to this audience:

  • What kind of information and services do they need now?
  • What might they need in the future?

Based on what you come up with, you can begin to tailoring your marketing message to your target market, the “vital few” rather than the “trivial many.”


If your confidence is shaky, it might be because by the time you were 17 years old, you likely heard the words "no, you can't" an average of 150,000 times versus hearing "yes, you can" only 5,000 times. That's 30 "nos" for every "yes!"1

Remember, you're not lacking the skills and competencies necessary to grow your business—you just need to review the clients and services that got you where you are now to help you advance to the next level.


Step 4: Contact your Hartford Funds Advisor Consultant

Your Advisor Consultant can help you replicate your best relationships. Contact them today.


Next Steps

1 Download the worksheet 
2 Fill out the worksheet for your top 25 clients
3 Look for patterns to create your ideal prospect profile

The material on this site is for informational and educational purposes only. The material should not be considered tax or legal advice and is not to be relied on as a forecast. The material is also not a recommendation or advice regarding any particular security, strategy or product. Hartford Funds does not represent that any products or strategies discussed are appropriate for any particular investor so investors should seek their own professional advice before investing. Hartford Funds does not serve as a fiduciary. Content is current as of the publication date or date indicated, and may be superseded by subsequent market and economic conditions.

Investing involves risk, including the possible loss of principal. Investors should carefully consider a fund's investment objectives, risks, charges and expenses. This and other important information is contained in the mutual fund, or ETF summary prospectus and/or prospectus, which can be obtained from a financial professional and should be read carefully before investing.

Mutual funds are distributed by Hartford Funds Distributors, LLC (HFD), Member FINRA|SIPC. ETFs are distributed by ALPS Distributors, Inc. (ALPS). Advisory services may be provided by Hartford Funds Management Company, LLC (HFMC) or its wholly owned subsidiary, Lattice Strategies LLC (Lattice). Certain funds are sub-advised by Wellington Management Company LLP and/or Schroder Investment Management North America Inc (SIMNA). Schroder Investment Management North America Ltd. (SIMNA Ltd) serves as a secondary sub-adviser to certain funds. HFMC, Lattice, Wellington Management, SIMNA, and SIMNA Ltd. are all SEC registered investment advisers. Hartford Funds refers to HFD, Lattice, and HFMC, which are not affiliated with any sub-adviser or ALPS. The funds and other products referred to on this Site may be offered and sold only to persons in the United States and its territories.

© Copyright 2023 Hartford Funds Management Group, Inc. All Rights Reserved. Not FDIC Insured | No Bank Guarantee | May Lose Value