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Full Transparency: It pays to keep some secrets from clients
by Tony Vidler        In this age of complete transparency for professional services there is a tendency to tell clients everything…and there are just some things you shouldn’t tell them in advance.   If you want to give yourself a reasonable chance of creating clients who are a little surprised and delighted with your service […]
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A surefire way to get a Prospect to choose You!
by Tony Vidler        You are ALWAYS competing to have the next prospective client choose you.  In fact, even with existing clients who are still deciding on whether to follow the next piece of advise, there is a decision being made about whether to choose to follow it…or choose “you” as it were.  We are […]
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One sure way to build an audience
by Tony Vidler        As more professionals start to tap into the power and reach of social media a common question is “how do I get more people following me?”     There are a lot of ways to create an audience of course, but there is one method which doesn’t get spoken of very […]
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It’s a No Brainer: You should already be using Digital Marketing
by Tony Vidler        I still have conversations with advisers about whether they should be using digital marketing. There are a lot of financial advisers still sitting on the fence when it comes to incorporating digital into the marketing mix, but it really is a no brainer.   The perpetual marketing challenge is to get […]
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The Magnificent 7: who you need if you want corporate clients
by Tony Vidler        One of more unusual things that has been observed repeatedly over the years is that usually there are 7 people you have to get onboard to get a corporate account as a new client….   Exactly who is in the “Magnificent 7” depends on the size of the firm, and even […]
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The emotions that drive client decisions
by Tony Vidler        There are three basic emotions that drive most client purchases, or actions, in financial services:   1. Fear 2. Greed 3. Love   The one we often shy away from is the first one: Fear.  I am going to suggest you might want to consider “slapping” some clients with it sometimes…not […]
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First, Become Famous In Your Neighbourhood
by Tony Vidler        Where are your advertising dollars, and efforts, going to get the best return?   It seems that the majority of small businesses get the majority of their new clients from their local area, which is not terribly surprising given that most professional service businesses largely compete on “convenience”.   Without a […]
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Get Writing To Leverage Your Brand
by Tony Vidler        The problem with most prospecting and lead generation activities for most firms is that they are aimed at capturing one prospective client at a time. There is no leverage in these efforts.   Writing introduces leverage, whereby the same effort results in multiplication of impact. It is simple maths – if […]
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How to engage clients in a review of financial advice
Your Philosophy MIGHT Be Your Real Point of Difference
by Tony Vidler        Advisers often struggle to articulate their point of difference, yet they usually can easily express well thought out beliefs and philosophies about money and planning.   So most advisers think carefully about such things and build up a philosophy based upon their formal learning and real world experience that shapes their advice […]
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How to create engaging conversations
by Tony Vidler        Creating engaging conversations with people you don’t know well, or who feel they don’t know you well enough, is difficult.  It can be even more difficult when they are guarded…thinking maybe that you are just there to sell them something.   You can engage even the most guarded and difficult prospects […]
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