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Begin Within: The FIRST Place To Market Your Firm
by Tony Vidler The first place for any professional to market their firm and their own expertise is inside their own practice. Begin Within. It is where you will have the most receptive environment for refining your value proposition, and where you can “field tests” campaign and promotional ideas, and most importantly, it […]
Big Ticks: Best Stories For Professional Advisers This Week
by Tony Vidler 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, as they are […]
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 […]
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 […]
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 […]
by Tony Vidler Professionals underestimate the importance of frequent contact with clients and prospective clients. “Frequent contact” does of course mean being in touch often. How often is often enough though? For a long while the mantra was “be in touch every 90 days”, and that was in a time of expensively printed paper […]
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, […]
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 […]
by Tony Vidler The perennial challenge in selling advice is positioning it as valuable, and we should think and talk of it as it really is: coaching. Giving advice is all about analysing the desired outcomes for clients, weighing up the possibilities, deciding on the optimal way forward and then managing the behavioural […]
What is the missing ingredient in your marketing campaign?
By Tony Vidler There are some great and clever marketing campaigns put together by professional services firms and their marketing advisers, and they often get “good” results. Typically one thing stops them from getting great results: The follow through. Just like a great golf swing, what happens in the first half is only…well…”half […]