unique selling proposition

Every professional should aspire to becoming an Authority to their chosen audience in my view. The ideal is you have top-of-mind-awareness with your target market of course, but more than just being the first person…

Business would be easier if people recognised their problems and knew you were the one with the answers, and they just came straight to you to get them solved, right? To achieve that you should…

Make yourself scarce. It is a well established economic AND behavioural principle is that people generally will have higher demand for that which is more difficult to get. Less of something makes it more valuable,…

When people go to the hardware store and buy a fantastic electric drill they are not usually terribly interested in the drill itself. They want a hole. This is an elementary truth about consumers buying…

Successful advisers today make sure they are demonstrating value to prospects...before the prospects have agreed to engage and become clients. Having a prospect who is interested enough to hear what you have to offer has…

Most of your target market today go on a “buying journey”. That means they largely control what and when they will buy our products and services…and it is rarely a snap decision made the same…

When it comes to getting people buying 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…

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…