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Ask the expert? Be The Expert That Gets Asked!
by Tony Vidler        It is so easy today to get yourself “in print” and be positioned as the expert that target market customers ask for advice. and being the expert that gets asked leads to those customers doing business with you.   Setting up chat forums, blogs, ezines and so on are all relatively easy […]
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Is Insurance Churn Really The Issue We Think It is?
by Tony Vidler         Any time an insurance product is replaced by an adviser with an alternative one someone begins howling about “insurance churn” or “twisting of policies” and the immediate inference is that something unethical just occurred.  Sometimes that is true of course, and there are undoubtedly bottom feeders in the industry who survive by […]
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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 […]
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A simple way to boost your ROI with your daily emails
by Tony Vidler        Have you thought about the ROI you get on your daily emails?  Probably not, because rarely do we think of the 100 emails we send 1-to-1 daily as “marketing” so we also don’t think of them in terms of the return on investment either.  But we should…in fact it might just be […]
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You COULD generate more referrals than you could handle if you use digital well
by Tony Vidler        Regular readers will know that I am a massive fan of using social media and other digital marketing tools and tactics, especially in professional services where we are trying to market our expertise, rather than sell a tangible product.  My reasons are simple: we need to create recognition in our target markets […]
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One thing we should learn from the Robo’s…
by Tony Vidler        Like it or not, we have to accept that the “Robo’s” do some things better than human advisers do…especially when it comes to removing barriers for consumers to engage.   If we look at any of the good online retailers or service providers – whether it is in financial services or selling […]
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How to make sure email marketing is effective
by Tony Vidler        Effective email marketing is a lot tougher now than just 2 or 3 years ago, yet it is still one of the most effective marketing methods available if we get it right.   In the old days, say 4 years ago, a good mailing list together with a branded email platform and […]
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Choose your words carefully…they can change the choices that prospects make!
by Tony Vidler        There are decades of good quality research now which help us understand how people are influenced, and what words or language are most likely to influence them.  The words that financial advisers choose to use matter more than ever before if we want people to follow our advice given that professional advice […]
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The Ultimate Personal Brand Position: Own A Word
by Tony Vidler        The ultimate goal in building a strong personal brand is to own a word in your target markets mind.  It may be own a phrase rather than own “a word” of course, but the point is you want to be KNOWN for something.  You want to create a position where your target […]
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Give yourself a better chance of having prospects engage you
by Tony Vidler        There is one simple thing that advisers should do to improve the probability that prospects will engage: Talk about the outcomes you create for clients rather than talking jargon.   In engagement letters and scope of service documents, as well as in advertising brochures or online, too many advisers list their expertise […]
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