marketing advisor Archives

Using The Pareto Principle To Actually Improve Service And Profit

by Tony Vidler Everyone has heard of the Pareto Principle by now, but are you actually using it to improve profit…or improve service….or should we saying it actually “improves service which improves profit”? It is the latter. Undoubtedly. Improving service leads to greater retention, or longer duration of client engagement & revenue. Improving service […]

Good Content marketing: It isn’t written the way you were taught to write…

by Tony Vidler Advisers getting into content marketing or just trying to create an audience for their brand are often confused about how best to communicate – or develope a style which balances personality with professionalism. Inevitably they ask “what is the correct way to write?” The grammar-nazi’s certainly have their views and let […]

Being A Thought Leader Does Not Mean Being “First”

by Tony Vidler Creating a position as a thought leader is superb marketing for professionals, and all too often they confuse “being a thought leader” with simply “being first”. The rush to be “first” to express an opinion or provide insight often produces disappointing results for the audience and the would-be-thought-leader. The urgency undermines […]

Consumers won’t pay Financial Planners until they know what we can do for them…

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” What on earth do consumers think financial planners actually […]

Publishing Content. Or, becoming an authority if you prefer

by Tony Vidler Every professional should aspire to becoming 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 viable […]

How do you prepare clients to recommend you?

by Tony Vidler Having clients recommend you remains the best marketing tactic there is, bar none. Despite plenty of research is telling us that our future clients are making buying decisions differently today, than say 5 years ago and despite the impact of online content and search many consumers still ask their friends and […]

Make your client testimonials REALLY stand out!

by Tony Vidler Yeah, yeah, yeah….Client testimonials are good. We should all collect them. We should all display them on our website and stuff…. …but then line after line of typed text just looks the same as everyone else’s, and they lose impact don’t they? Especially when potential clients know that we aren’t going […]

Ask the expert? Be The Expert That Gets Asked!

by Tony Vidler It is so easy today to get yourself “in print” and be positioned to be the expert that target market customers ask for advice, and being the expert that gets asked leads to those customers putting in place solutions with you. Setting up chat forums, blogs, ezines and so on are all […]

Could you be a Thought Leader Adviser?

by Tony Vidler Business would be easier if people recognised their problems and knew you were the one with the answers, and they just came straight to you to get them solved, right? To achieve that you should be positioning as a thought leader. THE subject matter experts expert. To put it in its […]

How To Get (and “do”) Client Testimonial Video’s

by Tony Vidler One of the most powerful marketing tactics is getting client testimonial video’s. Yet, the majority of advisory firms do not appear to have really taken advantage of the consumer appetite for video or how they can use video to improve client service & experience as yet, and it seems they have […]

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