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A Value Proposition is simply about the value for THEM
by Tony Vidler        Financial advisers generally 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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achieve-exceptional-growth
Generalist or Specialist, You Can Still Achieve Exceptional Growth
by Tony Vidler        Some advisers opt to head down either the generalist or specialist path simply becuase that is what gives them professional satisfaction – and it is not about achieving particular commercial objectives. They work the way they do because they enjoy it.  Not everyone wants to have a business which achieves exceptional growth […]
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Begin Within: The FIRST Place To Market Your Practice
by Tony Vidler        The first place you should market your practice and your own expertise is inside your own practice. Begin Within.  It is where you will have the most receptive environment for refining and crafting your value proposition and marketing messages, where you can “field test” campaigns and promotional ideas, and most importantly, […]
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digital-marketing
Taking Charge Of Our Digital Moments Of Truth
by Tony Vidler        So much is done via digital engagement today by our clients and prospects that there literally hundreds of “digital moments of truth” for our practice on a daily basis.  A “moment of truth” is that instant during interaction with our firm when a customers expectations are tested.  The rise of digital interaction […]
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client-service
Maybe Financial Advisers Could Be Selling Coffee?
by Tony Vidler        Do you remember when petrol stations competed on client service? Fundamentally they were all selling the same basic commodity, at about the same price, to anyone who drove up.  That included the regulars who lived in the area and who had high lifetime value and the out-of-towners cruising through who just needed […]
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Get better marketing results by using what’s in your hand
by Tony Vidler        Every adviser wants better marketing results – no matter how good the existing results are. We want more, because in more or better marketing results lies the ability to leverage our businesses.  Yet in the constant search for more or better many advisers are overlooking the thing in their hands: their […]
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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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give away for recommendation
Little Giveaways Can Generate Recomendations
by Tony Vidler        If you want to generate recommendations from clients and prospects it pays to understand how it is a different process from getting referrals, and if referrals are “the gold medal” then recommendations are the “silver”.  Not the ultimate perhaps, but well worth having, and arguable a little easier to get.   […]
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importance of frequent contact
The Importance of Frequent Client Contact
by Tony Vidler        Advisers underestimate the importance of frequent client contact  and “Frequent contact” is in itself a phrase that is interpreted differently amongst advisers.   So how often is “frequent”?  How often is often enough?  For a long while the mantra was “be in touch every 90 days”, but that was in a […]
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Do you really know what your clients want?
by Tony Vidler        Do you really know what your clients want?   A classic mistake that professionals tend to repeat is assuming that their clients all want the same thing, which coincidentally is the very thing that the professional specialises in.  There are usually 2 things wrong with this assumption:    clients are not all […]
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