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When you cannot think of a better way to market yourself, try this…
by Tony Vidler        When all else fails and you are at a loss to market your particular value as an adviser, the safest marketing path is to sell “convenience”.   We all know, because we all do it, it is simply more convenient to go to the supermarket than an array of specialty shops.  […]
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These 2 Questions Will Help Shape An Effective Message
by Tony Vidler        There is a lot of material prepared by well educated, articulate and thoughtful professionals that leaves me going “Huh?’ when I read it.  And I am not talking about their compliance-focussed advice process documents; I am talking about their attempted marketing or service communications.   I find myself wondering what the […]
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marketing-what-you-do
Are You “Marketing” The Right Message?
by Tony Vidler        Do you know what business you are in?   Are you marketing that?   Are you marketing what it is you actually DO, rather than what you know or who you are…or worse: you are marketing some other businesses products and brand?   Many professionals focus their marketing message on the […]
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subject-lines-are-headlines
The Formula For Writing Winning Headlines
by Tony Vidler        Coming up with a winning headline or subject line is the first objective when writing for clients or prospects.  Anything else we have to say in the body of the message just doesn’t really matter if we can’t get their attention and engagement first.   Whether we are writing for a […]
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your story
Be like George…share your story!
by Tony Vidler        Professionals should take a leaf out of George’s playbook and share their story.   Be like George.   Who is George?   He’s just a young man who is trying to get ahead in life and who took the initiative to get out and start marketing himself – and is doing […]
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give away for recommendation
Little Giveaways Can Generate Good Recomendations
by Tony Vidler        Getting recommendations is a bit different to getting referrals – if referrals are “the gold medal”, then recommendations are the “silver”.  Not the ultimate, but well worth having.   There are many things you can do to become somebody that others recommend, and in fact there are many things you should […]
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telephone track closing
Getting the right style and structure in a telephone track
By Tony Vidler  CFP  CLU  ChFC Being able to build an effective telephone track is a core skill for any adviser, and yet, so few seem to understand how to build one.  It is perhaps one of those “lost sales skills” from the last decade or so, where new entrants into the advice industry have […]
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effective marketing
The Secret To Creating Effective Marketing Messages
By Tony Vidler  CFP  CLU  ChFC For any marketing message to be effective there are a number of things that one has to get right – but there is a bit of a formula!   The first “secret” in effective marketing messages is that they are written for an individual reader.  We are trying to create […]
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pitching the message
Pitching Your Marketing To The Target Client’s Buying Journey
By Tony Vidler Every practice needs to be pitching their marketing efforts at the ideal point in the target market’s buying process, because no practice has enough money and time to cover every possibility.   Today’s consumers go through a process of engaging with professionals which is a little different to the consumers of 20 […]
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The Details Can Make Or Break Your Marketing Message
by Tony Vidler One of Steve Jobs more famous quotes is the line which encapsulated his approach to design:   While beautiful design is not really the forte of professional services firms, we do share something in common with Apple back when it was first launching Ipods and then Ipads and then Iphones:   The […]
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