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Your brilliance doesn’t matter as much as who you know
by Tony Vidler        There’s too much emphasis now placed upon “what you know“. I know…I know…heresy!   But here’s a radical thought: most professional advisers today actually know enough.  Sure, we always need to improve and there’s always more to learn and continuous learning is simply a part of being a professional…BUT…the balance between […]
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The case for using Case Studies
by Tony Vidler        One of most powerful marketing tools appears to be one of the least used in professional services.   Case studies work so well in professional services because so much of what we can do for clients, or the outcomes they get from working with us, remain a mystery to the non-clients.  […]
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10 Ways To Build Trust With Prospective Clients
by Tony Vidler        Trust is built over time.  It is earned.  It is not given automatically to most professionals by most prospective clients at the outset. That’s a reality.   The very best we can hope for when someone doesn’t really know us yet is to be trusted enough to be given a chance to prove […]
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An old-school attention-grabbing technique that still works!
by Tony Vidler        In the bid to cut through the clutter and noise that surrounds prospects today we often overlook the simple things that used to work – and still will work if we use them.  In fact, arguably some of the old-school marketing techniques are potentially more useful in the digital world simply because […]
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Why Lawyers sell more than Financial Planners
by Tony Vidler        Why is it that everyone tells jokes about lawyers and begrudges their work, yet lawyers tend to do pretty well in business?   How is it that lawyers who tend to be pretty awful at marketing their services get so much business?   Why is it that so many financial advisers […]
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Blending Old Ways With Modern Comms To Get Attention
by Tony Vidler        Blending the old and the new can be a great way to stand out in the digital world, and there are few better examples than this one from an older adviser who was happy for me to share it.  He generates excellent engagement and responses…and it is so simple!   Remember […]
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Just BECAUSE…..
by Tony Vidler        One of the most powerful words in sales and marketing is “because”….and it doesn’t get used enough. …with BECAUSE we can link ideas of logic and emotion.  The linking of logic and emotion makes ideas far more powerful and memorable because we can feel and analyse simultaneously.   More importantly though it […]
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Use a puzzle to provide clarity to clients!
by Tony Vidler        How often do financial advisers struggle to explain to prospective clients, or audiences at large, what it is they do? Providing clarity so that clients do not struggle to understand the explanation must be the objective, surely?   This diagram pictured on the left is an excellent tool that works well (even […]
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First, Become Famous In Your Neighbourhood
by Tony Vidler        Where are your advertising dollars, and efforts, going to get the best return?   It seems that the majority of small businesses get the majority of their new clients from their local area, which is not terribly surprising given that most professional service businesses largely compete on “convenience”.   Without a […]
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How To Generate Referrals When You Want Them
by Tony Vidler        Referral business is pure gold…it is the Holy Grail for advisers to be running a business where they are only working with referrals.   Most have the problem of having to sit back and wait for clients or centre’s of influence to refer, but you can generate the referrals you want […]
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