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Position Advice Properly as Success Coaching
by Tony Vidler        The perennial challenge in selling advice is positioning it as valuable, and we should think about it and describe it the right way: great advice is about coaching. It IS coaching.   Giving advice is all about analysing the desired outcomes for clients, weighing up the possibilities, deciding on the optimal […]
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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 years […]
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This is how Professional Services marketing has changed
by Tony Vidler        This is how much professional services marketing has changed in just the last few years…the head of a national real estate firm which settles 14,000 deals a year explained the marketing process and how they achieve their results.  Here it is: Over 95% of all new customer enquiries now begin online. 100% of […]
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The "service" bit in your service business just might be the best ROI
by Tony Vidler        The standout burning issue for most professional services firms remains attracting and developing new business, and advisers have a lot of distractions.  The thing that is often compromised is existing client service as advisers deal with all the change and try to remain commercially viable.   Yet, the most valuable investment […]
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You know it is time to review the marketing plan when…
by Tony Vidler        It seems advisers think this is the time of the year to review their marketing plan…but perhaps any time of the year is the “right” time to review it?   The “right time” to review your marketing plan is when it isn’t providing the results you wanted, or needed in your […]
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I sell…You sell…We ALL sell. Or should do…
by Tony Vidler        I am a professional.  I am a salesman. These two things are not contradictory.  I sell stuff.  It seems like I’m selling my time these days…sometimes a product….sometimes it is just selling concepts and possibilities.   But I sell.  And I think I am a professional too.   Why do we […]
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Should you be marketing to your existing clients?
by Tony Vidler        What do you want most from your marketing: 1.  More customers, or, 2.  More revenue?   Most marketing efforts are aimed at trying to convince strangers to bring their business to you.  New clients are good of course, and are in fact vital for the long term success of a business.   […]
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Being valued as a financial advisor
Become more valuable to clients by making it easier
by Tony Vidler        One of the key concepts that advisers must grasp is the need to be valued for the advice and coaching they provide, rather than their value being linked to a product solution.   A massive opportunity exists for advisers to remove complexity from their clients lives, and in turn, be valued […]
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The 6 Necessities of Modern Marketing for Financial Advisers
by Tony Vidler        I have no doubt that many financial advisers are struggling to understand what happened to their previously successful marketing methods.  For years –  decades perhaps –  they have been able to keep a constant source of prospective future clients coming through the front doors, yet for most this is now a […]
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USP
It’s not about you…it’s about the value for THEM
by Tony Vidler        Financial advisers genrally struggle to create a value proposition that accurately expresses how they work differently, or what makes them special compared to others.   It isn’t that they don’t have points of difference, or that they struggle to put ideas into words…generally they are very good at both. Each adviser has […]
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