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Give yourself a better chance of having prospects engage you
by Tony Vidler There is one simple thing that advisers should do to improve the probability that prospects will engage: Talk about the outcomes you create for clients rather than talking jargon. In engagement letters and scope of service documents, as well as in advertising brochures or online, too many advisers list their expertise […]
by Tony Vidler Most professionals have a LinkedIn profile now, but are they making LinkedIn matter when it comes to their marketing? Often they are not effectively utilising the 2 key areas that are searched by Google, being the title section and the summary. That is incredibly valuable online real estate….provided for free…so let’s have […]
Nobody Believes Your Advice Can Be Impartial AND Free
by Tony Vidler The problem with “FREE” is nobody believes that whatever you are offering is actually free. It might be free in terms of there being no invoice or obvious price tag, but that doesn’t mean it is “free” does it? Consumers today are alert, have a world of information in their pocket […]
You fix financial worries…so why not tell prospects that?
by Tony Vidler “Investors spend 475 hours a year worrying about money” apparently. Well I bet the people who don’t have enough to be considered “investors” spend a heck of a lot more time than that worrying about money….but still, this is about 20 days each year spent just thinking or worrying about money […]
Compliance: Here are the only 3 things that matter
by Tony Vidler Whenever the topic of the “advice process”, or compliance, comes up most advisers imagine themselves as the plane in this picture: Compiance is largely considered a burden – albeit a necessary one. As is usually the way of these things a substantial body of documentation has blossomed over the years which […]
Building Your Reputation: Talk About The Elephants In The Room
by Tony Vidler When Accountants struggle to create a universally good reputation for their industry then we are going to have a real battle doing so. If they only get rated as “High” or “Very High” in professional ethics and honesty by half the population then what chance that an Insurance Broker will rank […]
by Tony Vidler Pretty much every time I get into a discussion with professionals about building up their business they begin by thinking that the answer is “get more prospects“. There is no doubt that getting more prospective customers helps build a business of course, but what builds a business faster and less stressfully […]
by Tony Vidler Everyone is after the good advice clients it seems…or are they? Robo-advisers, direct marketing, 24/7 online transaction facilities, product kiosks and over the counter solutions to shoppers at supermarkets…these are all “financial advice” choices for consumers today. (for “Financial Advice” read “anything associated with a financial services product or service which […]
How to do client video testimonials the right way!
by Tony Vidler Testimonials are good for business – but we all know that. Video testimonials are even better for business – and not everyone has got THAT yet. Being able to see the body language, and hear the inflections in a clients voice as they talk about their positive experience, are far more […]
by Tony Vidler 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 behaviour They buy products for what the products can do for them, not because […]