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best-negotiating-skill
The Number 1 Negotiating “Skill” That You Need
by Tony Vidler        Every professional needs to use negotiating skills every week…if not every day. We are constantly negotiating with clients, or on behalf of clients, for a host of things, and it often becomes a source of stress and angst for all parties, with latent dissatisfaction underlying.   The reason why that is […]
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marketing-fail
5 Big Reasons Why Marketing Campaigns Fail
by Tony Vidler        We learn as we go in professional services, and that is especially true when it comes to analysing why a marketing campaign was a “fail”.   To be fair, few of us are trained in marketing at all so we do have to figure it out as we go along, and […]
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effective-advertising-campaign
The 5 Steps To An Effective Advertising Campaign
by Tony Vidler          To create an effective advertising campaign – one that gets you the results you wanted to begin with – there are 5 essential steps.  Many professional services firms miss at least a couple of them, and inevitably are disappointed with the results of their advertising efforts.   That is not […]
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get-more-referrals
The Easiest Way To Get More Referrals…
by Tony Vidler        Quite possibly the easiest method for anyone to generate more referrals and favourable introductions is to give more referrals and introductions.   This is just not done as much as it could or should by most professionals, and usually they say it is because they “didn’t think of it”.   That […]
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where-to-compete
Here is how to work out WHERE to compete in the market
by Tony Vidler        A problem for many of todays professionals is figuring where to compete in the market…or rather, which area of expertise or service offering to lead with in their marketing efforts.   Once the target market clients have been worked out (so we know who we want to appeal to) we have […]
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content-for-lead-generation
Which content works best for Lead Generation?
by Tony Vidler        Lead Generation is the goal of content (or engagement) marketing.   The effort and time invested in producing, sourcing and delivering content to an audience of potential future clients has a single purpose, and that is to move them closer to wanting to do business with you.   The question which […]
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brand-you
Marketing Your Firm, and Marketing You are 2 different things
by Tony Vidler        Understanding that marketing your firm and marketing your personal brand are 2 separate things is something that most professionals seem to overlook, or perhaps not understand.   For most of us there are at least 2 brands at play in the market (if not more), being the corporate brand of the […]
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effective-advertising-copy
Create Effective Advertising By Starting With These 2 Things
by Tony Vidler        At some point every professional struggles to create effective advertising.  Typically the “struggle” is because 2 really big things are overlooked…   Why are you doing it in the first place? Who are you doing it to attract?   All the hard work which follows, such as creating a compelling offer […]
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not-creative
An easy way to create good content when you don’t feel creative
by Tony Vidler        Building an engaged audience of future prospects requires us to create content in todays environment.  We need to feed the search engine machines, and we need to continually deliver content which educates or empowers those with whom we wish to do business.   For many professionals the “creativity process” is daunting. […]
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how-much-should-you-give-away
How much should you give away for free?
by Tony Vidler        It is difficult to work out how much of your expertise you should give away for free isn’t it?   Most professionals give away free hours as part of their marketing to try and engage new clients, and in some professions even give away entire services which have become commoditized, such […]
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