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Your Reputation IS Your Personal Brand – and that matters most
by Tony Vidler        For most advisers the only brand that truly matters is, or should be, their reputation.  It IS their personal brand.  The corporate brand, or licensees brand, or dealer group or favourite financial insititutions…they are secondary to YOUR brand.  And when it comes to your personal brand, reputation is everything really. A […]
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The 3 Keys To Attracting Your Successors – and attract the talent
by Tony Vidler        It is one thing to atract talent to your firm, it is quite another to attract successors with the right talent though.  Many financial advisory firms see the need to create leverage and handle their own succession issues through recruiting new advisory talent but struggle to do it successfully.   The main […]
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How to make sure email marketing is effective
by Tony Vidler        Effective email marketing is a lot tougher now than just 2 or 3 years ago, yet it is still one of the most effective marketing methods available if we get it right. In the old days, say 4 years ago, a good mailing list together with a branded email platform and great […]
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The Ultimate Personal Brand Position: Own A Word
by Tony Vidler        The ultimate goal in building a strong personal brand is to own a word in your target markets mind.  It may be own a phrase rather than own “a word” of course, but the point is you want to be KNOWN for something.  You want to create a position where your target […]
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Target Marketing: The Smart Play For Your Advice Business
by Tony Vidler        Target marketing is usually the difference between those firms who get the right sort of clients, and those who just get customers. Clients follow advice, because they value it. Customers engage in transactions.  They buy products.  They take a bit of advice here and there…as it suits them. Trying to get more […]
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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 […]
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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 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 […]
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Sales Technique Is The Key To Opening Minds
by Tony Vidler        “Sales Technique”…the very phrase sends shudders down the spines of professionals today it seems.  Despite the focus on our increased technical knowledge and the emphasis upon good process, financial advisers do actually have to “sell” – even if they don’t want to face up to that. A large problem for many newer […]
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Helping Consumers Compare Solutions Will Lead Them To You
by Tony Vidler        Todays consumers will compare before deciding who to use or what to buy, so help them do that.  If you help consumers compare solutions well, it will lead them to choose you as their trusted source of advice. The typical buying behaviour for discerning consumers today includes “research & learn” as they […]
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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 […]
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