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Why advertising doesn’t work sometimes
by Tony Vidler        At some point most professionals consider using advertising as a means of lead generation, and usually it doesn’t work quite as well as they hoped. There are a few things to get right when it comes to creating advertising which generates the results you hoped for but the most obvious reason […]
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Should you be marketing to your existing clients?
by Tony Vidler        What do you want most from your marketing: 1.  More customers, or, 2.  More revenue?   Most marketing efforts are aimed at trying to convince strangers to bring their business to you.  New clients are good of course, and are in fact vital for the long term success of a business.   […]
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How Effective is Advertising For Lead Generation?
by Tony Vidler        There is no doubt you can advertise pretty much anything, anywhere, these days.  Many of the methods and techniques are highly questionable now though in terms of effectiveness, or ROI.   The majority of advisers considering advertising are not terribly interested in creating a brand awareness campaign…they are interested in generating […]
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get-attention
8 Seconds to Get – or Lose – That Prospect
by Tony Vidler        You will gain or lose potential clients in just 8 seconds….well, actually it is a lot less than that.  The clock is ticking…and a lot faster than many realise.   In reality you have 3 seconds or less to get them to engage with you and your message, or they are probably […]
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client-service
Should Advisers Be Selling Coffee Instead Of Client Service?
by Tony Vidler        Do you remember when petrol stations competed on client service?   Fundamentally they were all selling the same basic commodity, at about the same price, to anyone who drove up.  That included the regulars who lived in the area and who had high lifetime value and the out-of-towners cruising through who just […]
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unbundle-financial-advice
Get More Business By Unbundling Planning
by Tony Vidler        Planning is often HUGE to a client, and that is itself a barrier to engagement. Unbundling the planning process can create higher numbers of prospects and clients engaging with you, and lead to higher plan fees.  That’s a surefire recipe for greater revenue levels for a practice.   When we try […]
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marketing-fail
5 Big Reasons Why Marketing Campaigns Fail
by Tony Vidler        We learn as we go in professional services, and that is especially true when it comes to analysing why a marketing campaign was a “fail”.   To be fair, few of us are trained in marketing at all so we do have to figure it out as we go along, and […]
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effective-advertising-campaign
The 5 Steps To An Effective Advertising Campaign
by Tony Vidler          To create an effective advertising campaign – one that gets you the results you wanted to begin with – there are 5 essential steps.  Many professional services firms miss at least a couple of them, and inevitably are disappointed with the results of their advertising efforts.   That is not […]
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effective-advertising-copy
Create Effective Advertising By Starting With These 2 Things
by Tony Vidler        At some point every professional struggles to create effective advertising.  Typically the “struggle” is because 2 really big things are overlooked…   Why are you doing it in the first place? Who are you doing it to attract?   All the hard work which follows, such as creating a compelling offer […]
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