brand positioning Archives

Get Writing To Leverage Your Brand

by Tony Vidler Whether you realise it or not you have a brand, and ideally you want your brand to be attracting ideal clients. The problem with most prospecting and lead generation activities for most advisers and firms is that they aim at capturing one prospective client at a time. There is no significant […]

When it is time for a business name makeover?

by Tony Vidler Where do you start when it is time to get a makeover for your business? Change the business name? How do you even know when to think about it seriously? The “when” is driven by whether your business is growing at the rate you expect, and attracting new clients. If it […]

Professional Positioning Powers Elite Performance

by Tony Vidler The elite performance achieved by some financial advisers seems to come down to them being better at positioning themselves professionally than average advisers are. That positioning really pays off too: various surveys suggest that they get up to 2.5 X MORE business from new clients than average advisers. And to […]

The 1 Big Mistake Professionals Make When Trying To Position As An Expert

by Tony Vidler One of the greatest ways to attract the type of business you prefer is “Expert Positioning”, and most professionals could position as an expert if they really wanted to. The reality is that most professionals are experts, and their knowledge should be highly valued… But very few actually work to […]

Is Your Value Proposition Consistent With Your Strategy?

by Tony Vidler Two areas advisers wrestle with forever seem to be creating a value proposition and creating a strategy. There is a way of helping to define both in broad terms quickly, and that carries the massive advantage of ensuring that the two are aligned. Your value proposition should reinforce where you are […]

The Formula For Positioning Yourself For Ideal Clients

by Tony Vidler “Poor positioning of yourself and what you can achieve for your ideal clients is the number 1 reason for ideal business opportunities not coming to you….” Many professionals experience the frustration of good clients doing good business elsewhere, or ideal prospective clients not being referred and ultimately doing their business […]

Reputation Is Everything Today, So Manage It.

by Tony Vidler For anyone in professional services reputation is everything today. It is a trust-creator, or a trust-killer. Basically everything you do – every engagement you work on, every social media post, everything you do at a function – adds to or detracts from your reputation. A professional’s personal reputation is […]

How To Become A Recognised Expert

by Tony Vidler Many financial advisers would like to become a recognised expert in a particular area, and for many of them this is a genuine opportunity which they should pursue. The competency, depth of knowledge or mastery of subject, and professionalism are all there more often than not. They are already actually experts […]

Marketing Your Firm, and Marketing You are 2 different things

by Tony Vidler Understanding that marketing your firm and marketing you 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 practice or […]

What The Kardashian’s Can Teach Us About Reputation Marketing

by Tony Vidler For many successful advisers their reputation is the critical marketing success factor in their careers. And who has done reputation marketing – or “famous just for being famous” – better than the Kardashians? Reputation in professional services often drives more recommendations or referrals that lead to new business than practitioners […]

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