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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 […]
The 9 Essentials Of Your Value Proposition…in 9 Seconds
by Tony Vidler There are 9 things you have to nail in only about 9 seconds if you want your value proposition to be truly effective. Sound impossible? It’s tough to craft a great value proposition that hits all 9 things….but it is definitely not impossible. In this quick video we talk […]
by Tony Vidler A well crafted and well articulated Value Proposition is the key component in any good marketing strategy. Even though it is the most important part of the entire marketing message, it is not the first thing however… To craft a great marketing message for your business there are three essentials […]
by Tony Vidler One of the questions that continually vexes professionals is “what do customers want?” In the life insurance area of financial services the answer is even tougher to find than usual, because insurance is for virtually all consumers an absolute grudge purchase. When we think about it logically every person who buys […]
by Tony Vidler I once listened to a good friend, who is also a client and a good centre of influence and an advocate, explain what I do to someone else. It provided a shining example of why some prospects see us the way they do. When my client & friend tried to […]
by Tony Vidler Clients don’t always choose you, and often you don’t know that they were comparing advisers until it is too late and the choice has been made. It happens to all of us in our careers. Once that choice has been made there is not much we can do, but when we […]
What are you really “selling” in Professional Services?
by Tony Vidler It is a simple enough question in the headline, but knowing the right answer could make a profound difference to a professional’s business success. So what are you really selling? People in the industry tend to answer by saying “product”….people think they are selling insurance product, or wealth creation products, […]
by Tony Vidler What is the most powerful word in marketing? It is “Guarantee“ How can we tap into the power of providing a guarantee in professional services, especially in these increasingly litigious and compliance-focussed times? We can use it by understanding the fears of prospective customers and then addressing them […]
Professional Credibility & the “Trust Me…I am experienced” line
by Tony Vidler How many times have you heard a professional claiming that a client should trust them and deal with them because they have X number of years experience? Does this “years of experience” thing really translate into professional credibility? Cynical consumers increasingly ask themselves “do you really have 20 years experience, […]
No Value Proposition? Then how will prospects decide who to choose?
how to avoid being a commodity as a professional adviser and being chosen on price or convenience comes down to having a strong value proposition. Building a great brand involves more than just a value proposition, but this alone can eliminate those who choose just on price...