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The Top 20 Adviser Marketing Kitbag Essentials
by Tony Vidler        It would be fair to say that adviser marketing is not a specialty subject for most advisers…they are usually great technicians and deliverers of financial advice and coaching, and they are usually great at selling and relationship management at an individual level.  Not so great at getting the marketing going though…. […]
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Fees For Advice: How to get paid every step of the way
by Tony Vidler        If advice is valuable then it should be paid for.  Getting paid fees for advice alone seems to be an issue as Financial Advisers often do not get paid what they should for the difference their advice makes…and more often than not it is the advisers’ fault.   I have been […]
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be-second-not-first
Being A Thought Leader Does Not Mean Being “First”
by Tony Vidler        Creating a position as a thought leader is superb marketing for professionals, and all too often they confuse “being a thought leader” with simply “being first”.   The rush to be “first” to express an opinion or provide insight often produces disappointing results for the audience and the would-be-thought-leader.  The urgency […]
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Incentives For Clients: What is appropriate?
by Tony Vidler        What incentives are appropriate for encouraging clients to refer other clients?  Are incentives appropriate at all?   Some would even ask “Why provide incentives at all?  Surely if the product or the advice is good value in itself then no further incentive is needed?”   These questions around incentives for promotions […]
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How to get your prospects attention…and keep it.
by Tony Vidler        Sad but true apparently:   The average Goldfish has a greater attention span than the average human reader.   That presents a bit of a challenge when it comes to us getting prospects’ attention and then holding it long enough to make our point and get them interested in engaging with […]
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Share your opinion
Share Your Opinions If You Want To Get Noticed
by Tony Vidler        A core objective of great marketing is to get noticed, and what generates more notice than strong, well articulated and thoughtful opinions on topical issues?   Forming and then delivering an opinion is what professional advisers do for a living. With every client and every engagement opinions are created and expressed.  Virtually […]
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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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