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One incredibly powerful (and under-utilised) Adviser marketing tool
by Tony Vidler        Without doubt one of the most effective marketing tools a professional can use today as clients demand more and more content which engages them and highlights your expertise is the Case Study.  It is one of the more powerful marketing tools for professionals services, and appears to be largely ignored by professionals.   […]
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Use Video To Improve Your Client Experience & Service
by Tony Vidler        The majority of professional service firms do not appear to have really taken advantage of the consumer appetite for video as yet, and it seems they have not done so because it is in the “too hard” basket.   Or perhaps because there is a perception that to use video as […]
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How clients choose when Advisers all seem the same
by Tony Vidler        How do clients choose which adviser to use when to outsiders looking at the profession as a whole, everyone looks about the same? Sure there are individual differences in the human beings, with the full range of beautiful people, and those who are beautiful only to their mothers perhaps, and all […]
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Help Referrers Really Understand Who You Want To Meet
by Tony Vidler        One of the reasons referrers don’t give us quite the right quality referral most of the time is that we are often very poor at describing the person we work best with when we are having a referral discussion to begin with. It’s our fault; not theirs for the wrong sort […]
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Uncomfortable with Referrals? No problem…there is another way…
by Tony Vidler        Being a firm believer that Word-Of-Mouth marketing is THE most effective form there is, I do bang on about being referable and engaging with the target market…but… REALITY CHECK: Some people just never feel comfortable giving referrals.   In fact there IS a good chance that you will jeopardise your existing […]
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Clients need to be reasonable and meet expectations too
by Tony Vidler        It is not unreasonable to have reasonable expectations, is it? Whenever we enter into an agreement with somebody else to work together on anything it is fair to say that we both have expectations about how the arrangement is going to work. That applies whether the arrangement is moving into a […]
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Engage, Engage, Engage…make it a PROCESS!
by Tony Vidler        If real estate is driven by location, location, location, then surely the advice business is driven by engage, engage, engage.   I’ve previously posted about the problem with generating referrals consistently largely coming down to the lack of engagement with, and by, clients.  A process of engagement is also often the […]
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Target Market: You need 3 of them…
by Tony Vidler        Whenever we talk about target marketing and chasing an ideal client it seems to be assumed that there is just one “right client profile”.   Not true.   There are usually 3 target market client profiles that I recommend, as we have a commercial requirement to balance up the odds of […]
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Know and Use the Principles Of Influence Deliberately
by Tony Vidler        One of the most important pieces of work for professional advisers in the last 3 decades would have to be Robert Cialdini’s Principles Of Influence. Essentially he has distilled the lessons of human behaviour into a relatively small group of principles which most humans are influenced by.  There are exceptions of […]
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The easiest content-creation idea in the world!
by Tony Vidler        Even when advisers finally buy into the need to engage patiently with prospects the content creation required to feed an engagement marketing system worries them.  Creating content seems to be so hard for so many, which is odd because professional advisers are masters of creating content.  They do it every day […]
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