brand marketing strategy Archives

The 10 Things To Get Right For COI’s To Start (and Keep) Referring

by Tony Vidler A great Centre-of-Influence keeps referring…they are not really COI’s unless they keep referring. That relatively reliable constant stream of introduction to target market prospects can build an advisory business better than any other form of marketing – especially if you have a few of them. So identifying a potentially great Centre-Of-Influence […]

What Financial Advisers Could Be Better At…”Being There”

by Tony Vidler There is something that financial advisers are proving to be not good at doing: That is “Being There”. In this country Statistics NZ compile data from the census every few years and there is a standout statistic that should have financial advisers getting much busier: 7 out of 10 adult consumers […]

Is Your Marketing Budget As Big As Your Dream?

by Tony Vidler Nobody likes a budget – even financial advisers don’t. But a marketing budget for your business is good budgeting…it’s an investment in growth. Even well established advisory firms usually want growth as they usually want to do more business with higher value and more challenging client cases. For early stage advisory […]

How to work with multiple COI’s from the same sector

by Tony Vidler You have a couple of professionals from different firms in the same sector who you want to have as Centre’s-Of-Influence (COI’s), and most advisers think that is an impossibility. It is absolutely possible though…and I’d go so far as to suggest that it is probably a very good thing and everyone will […]

Using The Pareto Principle To Actually Improve Service And Profit

by Tony Vidler Everyone has heard of the Pareto Principle by now, but are you actually using it to improve profit…or improve service….or should we saying it actually “improves service which improves profit”? It is the latter. Undoubtedly. Improving service leads to greater retention, or longer duration of client engagement & revenue. Improving service […]

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 undermines […]

Consumers won’t pay Financial Planners until they know what we can do for them…

by Tony Vidler “Only 2% of consumers would go to a financial planner to take out life or other personal insurance” “Only 9% of consumers would go to a financial planner for retirement planning” “12% of consumers would seek investment advice from a financial planner” What on earth do consumers think financial planners actually […]

Publishing Content. Or, becoming an authority if you prefer

by Tony Vidler Every professional should aspire to becoming an Authority to their chosen audience in my view. The ideal is you have top-of-mind-awareness with your target market of course, but more than just being the first person they think of when a particular issue arises, you want to be positioned as their only viable […]

How do you prepare clients to recommend you?

by Tony Vidler Having clients recommend you remains the best marketing tactic there is, bar none. Despite plenty of research is telling us that our future clients are making buying decisions differently today, than say 5 years ago and despite the impact of online content and search many consumers still ask their friends and […]

Process Creates Profit!

by Tony Vidler That word “process” is just deadly for so many advisers today that too many won’t have bothered reading this far…but process creates profit. “Process” has become associated simply with compliance in delivering financial advice, but process is way more than that. Process is proven successful methodology being repeated. Processes become the […]

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