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Why advertising doesn’t work sometimes
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 […]
An advisers engagement process might look something like this…
by Tony Vidler It is a rarity for a new customer to walk in off the street and just decide to buy some insurance or an investment product or a bit of planning from you, right? That probably hasn’t happened for 10 years (if ever!). So how do they decide to buy […]
by Tony Vidler Prospecting today is a continual process, not a series of one off actions as it once was. Eons ago when financial advisory work was essentially just a continual series of product sales the prospecting required to be successful was repetitive and continual, but each prospecting call was a one-time […]