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Your FREE service is a barrier to getting the right business
by Tony Vidler Most professionals at some point offer complimentary initial meetings or consultations with clients as a “free service”. It simply isn’t true, and that in itself prevents the right sort of clients coming your way. The fundamental reason why this just doesn’t cut it with consumers is because they don’t believe it. […]
1 Thing Connects With Consumers Better Than Everything Else
by Tony Vidler If you really want to reach out and connect with consumers then it makes sense to look at using the communications method the overwhelming majority prefer: text messaging. SMS. Text. Texting. Call it what you will…study after study shows the effectiveness both in terms of the proportion of consumers who […]
by Tony Vidler There is a tendency for those in professional services to see marketing in a single dimension whereas it really is multi-dimensional. Typically marketing is seen as being one of two quite different things – and neither are entirely right in themselves. It is either something “strategic” and broad and slightly fuzzy, […]
by Tony Vidler Do you know what business you are in? Are you marketing that? Are you marketing what it is you actually DO, rather than what you know or who you are…or worse: you are marketing some other businesses products and brand? Many professionals focus their marketing message on the […]
Getting New Clients: It all begins with one thing….
by Tony Vidler In 3 separate conversations this week with advisers we talked about different approaches to getting new clients onboard, and each had lost sight of what the single most important element in getting new clients onboard was. Each thought that the objective of their marketing was to get a new client onboard. […]
by Tony Vidler Everyone wants “it” to be about them. Therein is the answer to “how to make marketing more effective today“…it has to be about them, and more importantly, it has to be personalised TO them. “Them” of course is whoever it is we are trying to appeal to and get to do […]
by Tony Vidler Referrals remain the most powerful marketing for professionals despite the plethora of advertising and marketing tactics we have available today. The “transfer of trust” which is created by positive endorsement and personalised introduction or recommendation results in he highest likelihood of a prospective client choosing to do business with you. Referrals […]
by Tony Vidler Sooooo much is done via digital engagement today by our clients and prospects that there literally hundreds of “moments of truth” for our practice on a daily basis. A “moment of truth” is that instant during interaction with our firm when a customers expectations are tested. The rise of digital interaction means […]
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 do it 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 position themselves […]
by Tony Vidler Advisers attend plenty of webinars, but very few seem to use a webinar marketing program themselves for marketing to potential clients, and it is a marvellous opportunity (if done well) to really position your expertise. Prospects generally have no issue tuning in to watch broadcasts on any number of areas of […]