value proposition Archives

Top Of Mind Awareness: Being Present Without Being A Nuisance

by Tony Vidler Promoting our personal professional brand is essentially all about creating top-of-mind-awareness. Being the person that our target market thinks of, and then calls, when they recognise a need or desire is our goal. We want to be “top of mind”. To achieve that we must master the art of being present, but without […]

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 you: 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 […]

Do you have to be unique professionally to have a strong USP?

by Tony Vidler No. YOU do NOT have to be unique professionally to have a strong USP or differentiator. People mistakenly believe that they have to find their “uniqueness” in order to be able to articulate their value to the market with a unique selling proposition. But your professional uniqueness doesn’t really matter in […]

How are you planning to differentiate and stand out?

by Tony Vidler You have to differentiate to stand out and attract business…but where do you do that. How do you do that? Well, it begins by thinking strategically about where you want to do it. I remembering reading way back in one of the academic tomes on marketing that there were 5 attributes […]

Nobody Believes Your Advice Is Actually Impartial AND Free

by Tony Vidler The problem with “FREE” is nobody believes that whatever you are offering is actually free. It might seem 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 market that?

by Tony Vidler It seems pretty much everyone has financial worries. “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 […]

How To Balance Satisfied Clients With Profitability

by Tony Vidler What impact on practice profitability does this have: “Despite ongoing efforts to improve service, positive customer experience levels decreased significantly across the world” This was from a report released a little while ago on the performance of the insurance sector globally, and it highlights a real dilemma for practitioners. Can we […]

Professional Triage: Targeting The Immediate Need

by Tony Vidler A huge mistake many advisers make is trying to deliver comprehensive advice to a client concerned only with an immediate need. We need to recognize when triage is required, as opposed to when ongoing nursing is needed. The immediate need is the more often the trigger for an advice client to coluntarily […]

What is “Good Content” For Advisers To Use?

by Tony Vidler Nearly every advisory firm says “we need more prospects“. sure, more prospects helps build a business but what builds a business faster is good prospects who are a right fit, and who don’t really consider going anywhere else when the time is right for them to use an adviser. And frankly […]

The “services” bit in your service business just might be the best ROI

by Tony Vidler The standout burning issue for most professional services firms remains attracting and developing new business, and advisers have a lot of distractions. The thing that is often compromised is existing client service as advisers deal with all the change and try to remain commercially viable. Yet, the most valuable investment for […]

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