create a value proposition Archives - Page 3 of 4

When – and how – To Discount Your Fees

by Tony Vidler As a general rule I don’t recommend that a professional discount fees as it tends to undermine their entire value proposition whilst also creating a mindset for the client that the adviser is a price-taker rather than the price-setter. Discounting fees usually moves a professional from being an expert with […]

Make your professional designations mean something to clients

by Tony Vidler Why aren’t more financial advisers using their professional designations and qualifications better? There is no doubt that there has been an increasing proportion of advisers pursuing professional designations, and an increasing number of niche choices in doing so, and there are more advisers with more acronyms than ever before. Do […]

Here is how to work out WHERE to compete

by Tony Vidler A cornerstone of great strategy is understanding where to compete in the market…or rather, which area of expertise or service offering to lead with in the marketing efforts. Once the target market clients have been worked out (so we know who we want to appeal to) we have to decide […]

Answer The 3 Questions That Help Them Choose You

by Tony Vidler Your marketing objective is simple: Help ideal clients choose you. The most important word in that sentence was “help“, and that is very different to “convince“, which is the typical marketing approach. A great marketing process helps prospects move along the buying (decision-making) path by pre-empting their concerns and need […]

Dependability: Is it a differentiator?

by Tony Vidler While talking to a very experienced and successful adviser I asked him what he put his phenomenal success down to. He said: “I am dependable”. As simple as that…a 40 year record of happy clients and success in financial services is summed up. He doesn’t claim to be the […]

Reaching todays “common client”

by Tony Vidler Reaching todays common client is not easy for professionals. They are easy to find for sure, but reaching them and getting their attention is something else again. When you consider how a buying process happens today it becomes a lot easier to understand why it is so hard – and what […]

Robo-Advice is here, and it is helping Advisers be better at giving advice!

by Tony Vidler Apparently a fair proportion of advisers still do not believe that robo-advice will have a serious impact upon their business. It will of course, and in many respects it is helping advisers to be better at what they do…giving advice. The term “robo-advice” creates an image immediately of a machine replacing […]

Answer the only question that matters and prospects will give you what you want

by Tony Vidler The only question that matters to prospects is “W.I.I.F.M?” The big “what’s in it for me?” question is the only question that matters when we are dealing with a prospective customer…someone who WE want to talk more to, but who doesn’t yet want to talk to us. So what is […]

content marketing for financial advisors

Sharing your content: how much leg should you show?

by Tony Vidler When it comes to content sharing, how much is too much? Or not enough? To use the old and incredibly politically incorrect line: “how much leg should a lady show?” General disclaimer to begin with: I m not inviting allegations of sexism and general trashing of whatever reputation I have […]

What IS value to your prospect?

by Tony Vidler It may seem an obvious question; but do you know what “value” IS to your prospective clients? Value can be determined by any individual in any number of ways of course, and what is valuable to one person is not necessarily so to another. Or what is valuable at one […]

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