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referreals not converting
Referrals Not Converting? This may be why…
by Tony Vidler        Too many referrals today are not converting into clients for too many professionals – and all too often the professionals are puzzled about why that is.   Typically it comes down to us not looking good enough on line.  Todays referrals usually do a quick search before deciding whether to meet […]
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effective marketing
The Secret To Creating Effective Marketing Messages
by Tony Vidler        For any marketing message to be effective there are a number of things that one has to get right – but there is a bit of a formula!   The first “secret” in effective marketing messages is that they are written for an individual reader.  We are trying to create the sense of […]
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being-an-authority
The Path To Becoming An Authority
by Tony Vidler        Becoming an authority is the thing that almost certainly guarantees you will continue to get enough business to have a decent livelihood, if not an outstandingly successful career.   It is one of the key principles of influence identified by Cialdini, and for many in professional services it is a career […]
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The challenge of the DIY consumers for Financial Advisers
by Tony Vidler        Some telling research was done by Dr Claire Matthews of Massey University that highlighted the DIY (Do It Yourself) consumers mindset, and the challenges which that poses for financial advisers. The research was specifically on “KiwiSaver and Retirement Savings”, and explored some of the issues and attitudes of Kiwi’s. While the research […]
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Marketing places where Advisers just HAVE to be
by Tony Vidler        Even if Financial Advisers don’t feel the need to do marketing I would suggest that there are still some marketing places to be for advisers who feel they have enough clients.   Even when prospecting for new clients is not a particular issue, professional credibility is.  Suppliers, potential referrers, Centres Of Influence…they […]
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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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How can you value financial advice?
by Tony Vidler        Putting a value upon financial advice is a tough issue for advisers and consumers alike.  There is a pretty basic concept as far as “Value” goes for any consumer purchase though which is not a bad starting point, and it can be put into a formula: “Value = Benefits – Cost“ It […]
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The New Paradigm of Professional Services Marketing
by Tony Vidler        There has been a significant paradigm shift in how professional services marketing and sales functions interact.   A fundamental change to how we understand and use the knoweldge of the consumers emotional buying cycle has already happened.   The traditional view of “marketing generating leads” and then “sales converting leads into customers” […]
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Pro Bono Pays In The Long Run
by Tony Vidler        Pro bono is a novel concept for many in an evolving profession – working for free for the public good.  But pro bono pays in the long run in a number of ways for a professional.  It may sound counter-intuitive but giving away your knowledge, skill and time for free is a […]
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Financial Advisers Digital Marketing Starter Pack
by Tony Vidler        If you are an adviser who has mastered digital marketing then you don’t need to read this.  If you’re an adviser who thinks having a website IS the digital marketing plan, then you need to read on. My reason for being that blunt at the outset is that I want to just […]
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