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They won’t use us until they know what we do…
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 […]
How to tap into the Principle Of Scarcity – and create some urgency for clients
By Tony Vidler The Principle Of Scarcity One of the more powerful principles of influence is the Principle Of Scarcity: people tend to want what they perceive as being limited, or difficult to get. That is a difficult principle for professionals to tap into most of the time as the products and services that […]
This is the secret to getting customers enthused when our products are boring
by Tony Vidler How can we create or transfer enthusiasm to a customer when: Our products are as boring as the boring-est thing ever. The Value that customers receive from financial services products could be years and years and years away….if “physical value” actually ever turns up at all. That sort of makes good […]
by Tony Vidler Plenty of research is telling us that our future clients are making buying decisions differently today, than say 5 years ago. Yet despite the impact of online content and search many consumers still ask their friends and family for recommendations. How do we prepare our existing clients for that moment […]
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 […]
Here is the closest thing you’ll get to a “free lunch”
By Tony Vidler It would have to be of the more valuable free things you’ll ever find if you want to grow your business: Google Keyword Planner. It is the closest thing there is to a “free lunch”. In fact it is probable the closest thing you’ll find to an ongoing series of free […]
The 1 Thing You Need To Actually Make Your Strategy Work For You
by Tony Vidler 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 it is understandable to a large degree. Changing remuneration and business models, […]
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 […]