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Incentives For Clients: What is appropriate?
by Tony Vidler        What incentives are appropriate for encouraging clients to refer?  Or to just call you to seek additional advice? Or to promote a particular concept or product?   Why provide incentives at all?  Surely if the product or the advice is good value in itself then no further incentive is needed?   These […]
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cenrte of influence prospecting
What prospecting delivers the best results?
By Tony Vidler, CFP CLU ChFC The prospecting method that keeps on delivering the most opportunities is Referrals.   A distant second in the source of new clients for advice firms is Centre of Influence referrals.   Research by the Financial Planning Association showed that on average in the previous year some 34% of new […]
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effective marketing
The Secret To Creating Effective Marketing Messages
By Tony Vidler  CFP  CLU  ChFC 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 […]
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pitching the message
Pitching Your Marketing To The Target Client’s Buying Journey
By Tony Vidler Every practice needs to be pitching their marketing efforts at the ideal point in the target market’s buying process, because no practice has enough money and time to cover every possibility.   Today’s consumers go through a process of engaging with professionals which is a little different to the consumers of 20 […]
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Share your opinion
State Your Opinion To Get Noticed
By Tony Vidler, CFP CLU ChFC 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 every incoming phone call and email that arrives from clients demands another opinion.   We aren’t short of having opinions are we?   […]
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The Top 20 Marketing Kitbag Essentials
by Tony Vidler        It would be fair to say that the majority of people in professional services are not marketing specialists.  Usually great technicians and specialist advisers, often great at selling and relationship management at an individual level.  Not so great at getting the marketing going though….   Whenever I talk at workshops or […]
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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 often times it doesn’t work quite as well as they hoped.   The most obvious reason why advertising doesn’t work sometimes is because the wrong medium, or channel, has been chosen to begin with.  The people […]
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