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An easy way to work out how to express your value
by Tony Vidler        If you are struggling to express your value proposition for your target market there is a way to figure it out that doesn’t require you agonising over how to come up with a clever marketing message. “Your value” could be expressed as what benefits you can deliver for them.   To […]
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How to make yourself scarce…and more valuable!
by Tony Vidler        A well established economic AND behavioural principle is that people generally will have higher demand for that which is relatively scarce.  Less of something makes it more valuable, right?  It is a pretty sound principle that consumers tend to have a higher want for what is perceived to be harder to get […]
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Demonstrate Value And Prospects Will Choose You
by Tony Vidler        Smart advisers today make sure they are demonstrating their value to prospects.   Having a prospect who is interested enough to hear what you have to offer has always been a necessary step on the path to getting a client, and it obviously remains so today. However, who the prospect decides […]
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Do you want to be seen as independent? Then don’t make this BIG mistake…
by Tony Vidler        There is one really big mistake that many advisers who wish to be seen as fully independent make repeatedly.  By “independent”, I am not referring to a regulators interpretation of the word, but being an independent business which is not overtly aligned to one or product manufacturers.   Running an independent business, […]
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If you need more clients then you probably need different skills
by Tony Vidler        Financial advisers who need more clients need to be better marketers than salespeople in todays environment.  For most that means they probably need new, or more, skills.  Not more technical skills; more commercial skills.   While financial advisers have been figuring out how to get ever-more-compliant and deliver yet-more-paper over the […]
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If you want people to buy your advice, then dumb it down!
by Tony Vidler        When it comes to getting someone to buy your advice one of the best tips I can give is “dumb it down- but don’t treat them like dummies“.   There is a big difference between “dumbing it down” and treating people like dummies.  The first is about simplifying the message in order […]
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You are a professional? That doesn’t mean I trust you.
by Tony Vidler        You’re a professional. Should I trust you? Nope. As a consumer, a user of professional services myself, I’m tired of hearing from professionals that they should be trusted just because they are labelled professionals.  Let’s face it; many carry the label “professional” only by association anyway. The industry they are in […]
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The Continuous Cycle That Is Social Media Marketing
by Tony Vidler         Marketing via social media is a bit like riding a bike: you have to keep pedalling that cycle or the lack of momentum will make it fall over. Many professionals beginning with social media as part of their marketing mix fail to recognise that continual movement is a critical part of making […]
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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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How do you create an “Act Now” mindset with clients?
by Tony Vidler        One of the ongoing challenge in marketing professional services is simply getting people to “act now”.  We have to overcome their lack of urgency.   Our service will still be there tomorrow, right?  And usually the need to be addressed is a future need, and maybe well into the future….so there is […]
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