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what's in it for me
Answer the only question that matters and prospects will give you what you want
by Tony Vidler        The only question that matters to prospects is “W.I.I.F.M?”  The big “what’s in it for me?” question is the only question that matters when we are dealing with a prospective customer…someone who WE want to talk more to, but who doesn’t yet want to talk to us.   So what is […]
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content marketing for financial advisors
Sharing your content: how much leg should you show?
by Tony Vidler        When it comes to content sharing, how much is too much?  Or not enough?  To use the old and incredibly politically incorrect line: “how much leg should a lady show?”    General disclaimer to begin with: I m not inviting allegations of sexism and general trashing of whatever reputation I have […]
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financial advice value
An easy way to work out how to express your advice value
by Tony Vidler        If you are struggling to express the value of your advice 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. […]
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What Financial Advisers Are Not Good At
by Tony Vidler        There is something that financial advisers are proving to be not good at doing: That is “Being There”. In this country Statistics NZ compile data from the census every few years and there is a standout statistic that should have financial advisers getting much busier: 7 out of 10 adult consumers […]
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You are probably closer to being “An Authority” than you realise.
by Tony Vidler        IF you have bought into the key concept of providing good quality content, or information, to prospects in order to engage them until they are ready to use your services, the inevitable question becomes: “what do I provide in the way of content?”   It seems a fair question too. Very […]
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Fees For Advice: How to get paid every step of the way
by Tony Vidler        If advice is valuable then it should be paid for.  Getting paid fees for advice alone seems to be an issue as Financial Advisers often do not get paid what they should for the difference their advice makes…and more often than not it is the advisers’ fault.   I have been […]
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Where to begin with creating a Value Proposition?
by Tony Vidler        Creating a compelling Value Proposition is difficult, but if it is achieved it becomes central to a professional’s marketing.   The Value Proposition is in effect your promise to your target market: “This is what I will do for you” is what it says in simple terms.   The problem that […]
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A Great Adviser is, or should be, a Thought Leader
by Tony Vidler         “Thought leaders are the informed opinion leaders and the go-to people in their field of expertise. They are trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success.”    The second sentence in the above quote seems particularly pertinent […]
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Sweat the small stuff: it is what we CAN control!
by Tony Vidler        I keep hearing “don’t sweat the small stuff” and every single time I hear someone say it I think of work, and what we do, and automatically think “if we don’t sweat the small stuff we are doing an awful job”.   The small stuff is the very stuff that financial advisers […]
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To Be a Recognised Expert You Must Be Willing To Be A Target
by Tony Vidler        If you become a recognised expert then business will find its way to you. Prospecting per se ceases to be a problem.   Getting to be that recognised expert can be a costless and effective way of marketing yourself as industry, local or national media is constantly looking for opinion-shapers and insight.  […]
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