differentiate

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…

Understanding that marketing your firm and marketing you are 2 separate things is something that most professionals seem to overlook, or perhaps not understand. For most of us there are at least 2 brands at…

You have to differentiate to stand out and attract business…but where do you do that. How do you do that? Well, it begins by thinking strategically about where you want to do it. I remembering…

In order to be different, and stand out in a positive way in a crowded and noisy marketplace, it pays to do things a little differently to your key competitors. But just “A little differently”…

You are ALWAYS competing to have the next prospective client choose you. In fact, even with existing clients who are still deciding on whether to follow the next piece of advise, there is a decision…

Advisers often struggle to articulate their point of difference, yet they usually can easily express well thought out beliefs and philosophies about money and planning. So most advisers think carefully about such things and build…

You need to get clients choosing you over the other adviser or you’re dead in the water, right? Often you don’t even know that they were comparing advisers until it is too late and the…

Often it seems there is little difference between product suppliers in financial services, with one fund manager looking similar to other fund managers, and one life insurer offering essentially the same products as other life…