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free-initial-meeting
Your FREE service is a barrier to getting the right business
by Tony Vidler        Most professionals at some point offer complimentary initial meetings or consultations with clients as a “free service”. It simply isn’t true, and that in itself prevents the right sort of clients coming your way. The fundamental reason why this just doesn’t cut it with consumers is because they don’t believe it.  […]
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three-dimensional-marketing
3D Marketing: There IS more than one dimension
by Tony Vidler         There is a tendency for those in professional services to see marketing in a single dimension whereas it really is multi-dimensional. Typically marketing is seen as being one of two quite different things – and neither are entirely right in themselves. It is either something “strategic” and broad and slightly fuzzy, […]
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specialist-adviser
How To Become A Recognised Expert
by Tony Vidler        Many general practitioners would like to be seen and accepted as a recognised expert in a particular area, and for many of them this is a genuine opportunity.   The competency, depth of knowledge or mastery of subject, and professionalism are all there more often than not.  They are already actually experts […]
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cashing-in-on-advice-qualifications
Make your professional designation mean something to clients
by Tony Vidler        In a time where so many professionals struggle to identify and articulate their value to consumers I have to wonder why aren’t more professional financial advisers using their designations and qualifications better?   Does it mean anything to potential clients?   Often it doesn’t.  And the reason it doesn’t is because […]
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effective-advertising
Where are the marketing opportunities to stand out?
by Tony Vidler        Finding the right opportunities to build trust and connection with consumers who don’t know you yet, but who are thinking of engaging with someone like you, is the perennial marketing challenge.   But where are those opportunities to do it well, and differently, for todays professional?   It is helpful to […]
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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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business owner to business owner
Peer-To-Peer Marketing: it’s just one Business Owner to another
by Tony Vidler        Research keeps telling us that peer to peer recommendations, or old fashioned word-of-mouth advertising, is still the most effective form of marketing there is.  Virtually no discriminating consumer today trusts advertising – and virtually all consumers who are prospective professional services clients are discriminating in that they are increasingly selective, wary […]
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Incentives For Clients: What is appropriate?
by Tony Vidler        What incentives are appropriate for encouraging clients to refer?  Or to just call you to seek additional advice? Or to promote a particular concept or product?   Why provide incentives at all?  Surely if the product or the advice is good value in itself then no further incentive is needed?   These […]
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best-ideas-for-professionals
The Big Ticks: Top Stories For Professional Advisers This Week
By Tony Vidler CFP  CLU  ChFC Information, ideas, tips…the articles for professional advisers which I spotted this week that generate fresh thinking or a deeper understanding of issues are provided here as a quick readers digest for professionals who are looking ahead.   These are the highlights from the week that you should stop and read, […]
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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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