Sales & Marketing for Professional Services Archives - Page 4 of 44

The most preferred, and most effective, client communication tool?

by Tony Vidler Engaging with clients and prospects is critical to getting the right business from the right people, and there is a surefire client communication winner (still): The humble electronic newsletter. Let’s begin by thinking about what you are trying to achieve with any client engagement method and you will probably come up […]

3 Must Haves For Effective Marketing Copy

by Tony Vidler For marketing copy to be truly effective it must have “readability”. If something is easy to read and comprehend quickly then it will be effective – assuming the actual message wasn’t rubbish to begin with. If you have a good offer, or story, or service and can word that well then […]

These 2 Questions Will Help Shape An Effective Message

by Tony Vidler Waaaaay too many times each week I think “that is not an effective message”. There is a lot of material prepared by well educated, articulate and thoughtful professionals that leaves me going “Huh?’ when I read it. And I am not talking about their compliance-focussed advice process documents; I am talking […]

Blending Old Ways With Modern Comms To Get Attention

by Tony Vidler Blending the old and the new can be a great way to get attention in the digital world, and there are few better examples than this one from an older adviser who was happy for me to share it. He generates excellent engagement and responses…and it is so simple! Remember the […]

Presenting Professional Collaboration to Clients Simply

by Tony Vidler Consumers increasingly need solutions which require professional collaboration between different experts, and while plenty of suggestions can be found about how to collaborate with others from other professions, there is not quite so much suggestion about how to collaborate successfully with professionals from within the same sector. Consumers usually want fairly […]

Promo Gifts: Give quality AND useful things only

by Tony Vidler Giving promotional items as “thank you’s” is not as straightforward as many professionals seem to think. The promo gift seems more often to be “promo” than “gift”. I’d suggest that is a waste of money in the main, as most consumers today are very quick indeed to dump stuff that they […]

How To Deliver Value During Prospect Engagement

by Tony Vidler Sometimes when professional advisers are struggling to engage meaningfully with prospective clients, or struggling to get them to engage at all, the solution is to go back to the very basics and question whether YOU are delivering value in their minds. In the continual battle to be relevant and valuable there […]

How To Generate Introductions Whenever You Want Them, To Whoever You Want

by Tony Vidler Referral business is pure gold…it is the Holy Grail for advisers to be running a business where they are only working with referrals. Introductions are even better. Most advisers sit back and wait for clients or centre’s of influence to refer, but you can generate the referrals – or introductions -you […]

Be “Someone” if you want to stand out and succeed.

by Tony Vidler A professional service business built around a product is not a good service business. “Someone” is the best service business. A professional service business should be built around either the “service” part, or the “professional” part. Or perhaps both. It is either a “someone” or a “something”, and “someone” is much […]

Marketing Your Expertise Via Webinar

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 interest, […]

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