financial advisor value proposition Archives - Page 2 of 16

Target Marketing: The Smart Play For Your Advice Business

by Tony Vidler Target marketing is usually the difference between those firms who get the right sort of clients, and those who just get customers. Clients follow advice, because they value it. Customers engage in transactions. They buy products. They take a bit of advice here and there…as it suits them. Trying to get more […]

Top Of Mind Awareness: Being Present Without Being A Nuisance

by Tony Vidler Promoting our personal professional brand is essentially all about creating top-of-mind-awareness. Being the person that our target market thinks of, and then calls, when they recognise a need or desire is our goal. We want to be “top of mind”. To achieve that we must master the art of being present, but without […]

The emotions that drive client decisions

by Tony Vidler There are three basic emotions that drive most client decisions, or actions, in financial services: 1. Fear 2. Greed 3. Love The one we often shy away from is the first one: Fear. I am going to suggest you might want to consider “slapping” some clients with it sometimes…not literally of […]

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 you: 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 […]

Helping Consumers Compare Solutions Will Lead Them To You

by Tony Vidler Todays consumers will compare before deciding who to use or what to buy, so help them do that. If you help consumers compare solutions well, it will lead them to choose you as their trusted source of advice. The typical buying behaviour for discerning consumers today includes “research & learn” as they […]

Do you have to be unique professionally to have a strong USP?

by Tony Vidler No. YOU do NOT have to be unique professionally to have a strong USP or differentiator. People mistakenly believe that they have to find their “uniqueness” in order to be able to articulate their value to the market with a unique selling proposition. But your professional uniqueness doesn’t really matter in […]

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 attributes […]

One sure way to build an audience

by Tony Vidler As more professionals lean more on social media as an integral part of their marketing a common question is “how do I get more people following me?“. How do you guild an audience in other words. There are a lot of ways to create an audience of course, but there is […]

Nobody Believes Your Advice Is Actually Impartial AND Free

by Tony Vidler The problem with “FREE” is nobody believes that whatever you are offering is actually free. It might seem free in terms of there being no invoice or obvious price tag, but that doesn’t mean it is “free” does it? Consumers today are alert, have a world of information in their pocket […]

How To Get Buy-In From Clients To Full Advice

by Tony Vidler Clients often want advisers to deal with just one element of financial planning…their current “burning issue” that triggered the need for advice to begin with. Getting them to engage in full advice can be tough and they need to understand what you CAN do for them, and where your knowledge and skills […]

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