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Answer the only question that matters and prospects will give you what you want
by Tony Vidler The only question that matters to prospects is “W.I.I.F.M?” The big “what’s in it for me?” question is the only question that matters when we are dealing with a prospective customer…someone who WE want to talk more to, but who doesn’t yet want to talk to us. So what is […]
How can we get the Value Of Advice message out more effectively?
by Tony Vidler We need to get the “Value Of Advice” message out more effectively as it just doesn’t appear to be resonating with enough of the consumers, particularly in challenging times. There has been an increasing emphasis upon understanding the value of advice in the last decade and most research concludes that advice […]
by Tony Vidler As a consumer yourself you know that there is a need to mix up the content if you want to maximise audience engagement, after all, you tune out pretty quickly if someone is posting or sharing the same sort of stuff repeatedly don’t you? Everyone does. Because it becomes boring. To […]
by Tony Vidler It would be fair to say that adviser marketing is not a specialty subject for most advisers…they are usually great technicians and deliverers of financial advice and coaching, and they are usually great at selling and relationship management at an individual level. Not so great at getting the marketing going though…. […]
by Tony Vidler What incentives are appropriate for encouraging clients to refer other clients? Are incentives appropriate at all? Some would even ask “Why provide incentives at all? Surely if the product or the advice is good value in itself then no further incentive is needed?” These questions around incentives for promotions […]
by Tony Vidler At some point most professionals consider using advertising as a means of lead generation, and usually it doesn’t work quite as well as they hoped. There are a few things to get right when it comes to creating advertising which generates the results you hoped for but the most obvious reason […]
by Tony Vidler Where are your advertising dollars, and efforts, going to get the best return? It seems that the majority of small businesses get the majority of their new clients from their local area, which is not terribly surprising given that most professional service businesses largely compete on “convenience”. Without a […]
by Tony Vidler What financial advisers do is valuable, but it is often not compelling. Retirement is so far away…there’s plenty of time to do stuff, right? Insurance is important, but I’m probably not going to actually need it for a few years yet, right? And on it goes…we battle a lack of urgency […]
by Tony Vidler For marketing collateral to be truly effective it must have “readability”. If something is easy to read and comprehend quickly then it will be effective – assuming the actual message wasn’t rubbish to begin with. If you have a good offer, or story, or service and can word that […]
by Tony Vidler Which marketing tactics are worth considering for your professional promotion largely comes down at the start to being clear about whether you are wanting to be sen as a “General Practitioner” or whether you are trying to establish a position as a “specialist”. The tactics that will tend to work […]