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Niche or Nest: Which is Best?
by Tony Vidler The concept of niche marketing causes a lot of confusion, so I thought I’d add to the confusion by adding in “nest marketing” at the same time as challenging the view that professionals should find “A” niche. The easiest way for me to explain the difference between niche marketing and […]
by Tony Vidler Many general practitioners would like to be seen and accepted as a recognised expert in a particular area, and for many of them this is a genuine opportunity. The competency, depth of knowledge or mastery of subject, and professionalism are all there more often than not. They are already actually experts […]
by Tony Vidler Creating and keeping happy clients IS essential for the success of a professional practice. There is no question about that. But is it enough to help a practice grow at a greater than industry average pace? I don’t believe so. Being a great practitioner and running an efficient & […]
by Tony Vidler You probably want more business for your practice, and almost certainly want to do more business with higher value and more challenging client cases. Well, something has to change. Something has to be done differently to get those opportunities. That something is “marketing”. Your marketing has to change. I […]
by Tony Vidler The first place for any professional to market their firm and their own expertise is inside their own practice. Begin Within. It is where you will have the most receptive environment for refining your value proposition, and where you can “field tests” campaign and promotional ideas, and most importantly, it […]
by Tony Vidler Loads of social media channels are great for business, but nothing fills the marketing funnel quickly quite like Twitter in my experience. Everyone understands the “fill the funnel” concept of course, and the number one challenge for most professional services firms is getting the necessary volume of potential clients into […]
Make your professional designation mean something to clients
by Tony Vidler In a time where so many professionals struggle to identify and articulate their value to consumers I have to wonder why aren’t more professional financial advisers using their designations and qualifications better? Does it mean anything to potential clients? Often it doesn’t. And the reason it doesn’t is because […]
by Tony Vidler One of the essentials for practice growth is to build a marketing machine. A combination of mini-systems and components that keep the whole motor running at full speed. Most professionals have elements of the marketing machine…but just elements. They haven’t built the full system – and then of course they […]
An advisers engagement process might look something like this…
by Tony Vidler It is a rarity for a new customer to walk in off the street and just decide to buy some insurance or an investment product or a bit of planning from you, right? That probably hasn’t happened for 10 years (if ever!). So how do they decide to buy […]
Where are the marketing opportunities to stand out?
by Tony Vidler Finding the right opportunities to build trust and connection with consumers who don’t know you yet, but who are thinking of engaging with someone like you, is the perennial marketing challenge. But where are those opportunities to do it well, and differently, for todays professional? It is helpful to […]