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Why Good Content Matters (and what it looks like)
by Tony Vidler Pretty much every time I get into a discussion with professionals about building up their business they begin by thinking that the answer is “get more prospects“. There is no doubt that getting more prospective customers helps build a business of course, but what builds a business faster and less stressfully […]
by Tony Vidler Given some of the trends beginning to take shape in financial services there must be serious questions about how to accurately value an advisory firm. The short answer to what is an accurate value will of course always be “whatever a buyer is willing to pay, and which you are willing […]
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” Wow. What on earth do consumers think financial planners […]
Targeting The Affluent: 3 Strategic Issues You HAVE To Get To Grips With
by Tony Vidler The nirvana for most professionals is to work only with affluent, and acquiescent, clients. The challenge in doing so is that the affluent will inevitably become more difficult to get in front of personally. They will become less acquiescent. As with the famous line from Jurassic Park – “life will find […]
Publishing Content: it’s where professional aspiration meets effective marketing
by Tony Vidler Every professional should aspire to being 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 […]
The Financial Advice Profession: Are we there yet?
by Tony Vidler It has been impossible to ignore the DoL “fiduciary rule” news out of the States in recent weeks. It has been the dominant story in financial services, and clearly the jury (in the form of market participants) are still divided as to whether it is enough, or insufficient, or perhaps a complete […]
This is how you get more eyeballs on your Call-To-Action
by Tony Vidler One of the things I love about sales and marketing is that there is ALWAYS something new to learn. In fact, the more you learn the more you realise just how much you don’t know yet… Here is something I just learned recently, which has been a real eye-opener – excuse […]
The 1 Thing You Need To Actually Make Your Strategy Work For You
A Case In Point: The Difference Clear Strategy Makes In A Practice http://tonyvidler.com/a-case-in-point-the-difference-clear-strategy-makes-in-a-practice/ via @TonyVidler For most professional services firms today the Number 1 strategic challenge is determining what the the right strategy for the firm actually is. It would easily be THE single thing that firms I talk to are wrestling with, and […]
Your Output Problem Is Usually Really An Input Problem
by Tony Vidler I like processes. Financial advisers should like them too. Why? Processes produce predictable performance. That is the entire point of them isn’t it? A process is created in order to ensure that (as far as is possible in our crazy old world) a known outcome will be achieved when […]
You are a professional? So what? That doesn’t mean I trust you.
by Tony Vidler As a consumer, a user of professional services myself, I’m tired of hearing from professionals that they should be trusted just because they are labelled professionals. Recently, and for only about the zillionth time, I asked “the question” that I always ask professionals, and got “the answer” that I pretty much […]