Since the 1940s, RoperASW (formerly Roper Polls) has tracked and cataloged Influential Americans. Influential Americans (IA's) number about 21 million...7.5% of the population. IA's drive and shape public opinion on all types of consumer products and services...and are much more likely to be asked for their advice on investing and insurance than the typical person. Last year, more than one-third (35%) of IA's were asked how to invest. One-half of this group gave investment recommendations to an average of four households. Doing the math...IA's made 13 million investing recommendations last year.
Who are the Influential Americans? Here are eleven markers. Influential Americans are more likely to:
- Write or call politicians on the local, state or national level.
- Attend a political rally, speech, or protest.
- Attend a public meeting on school matters.
- Hold or run for political office.
- Worked as a volunteer for a political party.
- Served on a committee for a local organization.
- Served as an officer for a club or organization.
- Written a letter to the editor, or called in to a radio talk show.
- Made a speech.
- Written an article for a magazine or newspaper.
- Been an active member of any group that tries to influence public policy/government.
Profile your existing clients and prospects for their opinion leadership potential. If they answer YES to three or more of the questions above, you are talking to an Influential American.
Many advisors (too many in my view) spend considerable effort courting the traditional Centers of Influence...CPAs and attorneys...in hopes of garnering new client referrals. However, Centers of Influence inhabit all walks of life. To the extent that an advisor is connected to persons that fit the parameters of an Influential American, this may be a more fertile field to cultivate for new client sources.
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