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The Case Study is an incredibly powerful (and under-utilised) Adviser marketing tool
by Tony Vidler        The case study is without doubt one of the most effective marketing tools a professional can use today as clients demand more and more content which engages them and highlights expertise.  It is one of the more powerful marketing tools for professionals services, and appears to be largely ignored by professionals. It […]
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Change Is The New Normal For Financial Advice Businesses
by Tony Vidler        Financial advice is not going through some changes; constant change is the new normal.  Whatever regulatory stuff you are going through now in your particular jurisdiction will not be an end to it.  It will be ongoing.  More importantly though, compliance and regulation are not the important constant challenge for financial advice […]
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How to Position To Get The Right Referrals
by Tony Vidler        Getting referrals is difficult enough for many, but to get the right referrals is even tougher. It’s always nice to get any referral of course, but it doesn’t help if we do get a referral and it is someone that we just can’t deliver great value to. So we do want to […]
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If you want people buying your advice, then dumb it down!
by Tony Vidler        When it comes to getting people buying your advice one of the best tips I can give is “dumb it down- but don’t treat them like dummies“. There is a big difference between “dumbing it down” and treating people as if they are dumb.  The first is about simplifying the message in […]
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Target Marketing: Is it an “Either/Or”?
by Tony Vidler        Advisers talk about target marketing as if it is an “either/or” choice. One has to be focussed on the ideal client only and ignore everyone else, or alternatively, you have to be focussed on dealing with as many potential clients as possible and give up on the idea of the “ideal”. […]
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These 4 things make it easy for prospects to say YES
by Tony Vidler        We all want all of our prospects to say YES, but getting them to do so isn’t necessarily about having a clever line that they can’t say “no” to. Which do you think is more effective with todays educated, wary and sophisticated consumer? 1. The clever sales technique that has you […]
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Here is how to explain, and show, your value to a client in 30 seconds
by Tony Vidler        I am a massive fan of using simple diagrams to explain technical ideas, but they are also a fabulous way of articulating concepts that people struggle to grasp. One of my favourites is a very simple picture that anyone can scribble on a scrap of paper in 30 seconds, which is […]
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Creating Content That Engages Prospects
by Tony Vidler        Creating content that engages your target audience takes a lot of effort, and nothing is more frustrating than creating something which you think is marvellous only to find that it goes nowhere because nobody knows about it, and nobody shares it around. It doesn’t have to be that way of course. While […]
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Eliminate tyre kickers, and value your expertise properly
by Tony Vidler        Being properly valued for your expertise and eliminating the time-wasting tyre-kickers is an ongoing problem for many financial advisers.  That is even more true for those making the transition from purely commission-based remuneration to generating fee-paying work where they are charging for that time or expertise. Managing the remuneration transition whilst also […]
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How to get more eyeballs on your Call-To-Action
by Tony Vidler        Getting prospective customers to move from content engagement to your call-to-action is a critical step in improving qualified leads, and conversions of them to clients.  One of the things I love about technology today is that there are always new applications helping you to improve your sales and marketing efforts in this […]
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