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How are you planning to differentiate and stand out?
by Tony Vidler 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 reading way back in one of the academic tomes on marketing that there were 5 […]
by Tony Vidler 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” doesn’t mean you have to be radical. The first step in working out how and where […]
by Tony Vidler 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 being made about whether to choose to follow it…or choose “you” as it were. We are […]
Your Philosophy MIGHT Be Your Real Point of Difference
by Tony Vidler 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 up a philosophy based upon their formal learning and real world experience that shapes their advice […]
by Tony Vidler Clients don’t always choose you, and often you don’t know that they were comparing advisers until it is too late and the choice has been made. It happens to all of us in our careers. Once that choice has been made there is not much we can do, but when we […]
Professional Credibility & the “Trust Me…I am experienced” line
by Tony Vidler How many times have you heard a professional claiming that a client should trust them and deal with them because they have X number of years experience? Does this “years of experience” thing really translate into professional credibility? Cynical consumers increasingly ask themselves “do you really have 20 years experience, […]
by Tony Vidler There are notable differences between high growth professional firms and others when it comes to differentiating themselves. How they choose to express their value and stand out is quite different to the mainstream. Undoubtedly the average or low growth firms inability to express what their difference is in relation to […]
Innovate to Differentiate (it CAN be done by professional services firms)
by Tony Vidler There is a perception that in order to innovate one must receive a flash of inspiration. A blindingly brilliant epiphany-like moment. Sometimes that happens. More often than not innovation is a deliberate process of breaking down and reinventing, or rather, it is about re-imagining. The process is itself relatively […]
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 […]
Marketing Your Firm, and Marketing You are 2 different things
by Tony Vidler Understanding that marketing your firm and marketing your personal brand 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 play in the market (if not more), being the corporate brand of the […]