Why settle for average?

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Advisers frequently settle for being average, and it is definitely not because they want to be average, but because they don’t really know what it takes to elevate their performance exponentially. They often ask how one professional can be so much more successful than they are and assume that there is some magic at work. […]

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Are you AND your people clear about what YOU want?

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Pretty much everyone running a business hates having to come up with job descriptions for their staff. A statement which may have been correct at a moment in time to describe a role, and the role is subject to constant change … they are pretty much a waste of time as means of managing your […]

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How to begin creating a Value Proposition

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Creating a value proposition that truly differentiates a professional and resonates with the target market audience is one of the hardest things to create, and one of the most important. It is THE thing which sits at the centre of all your marketing if you get it right.  It becomes embedded in tag lines or […]

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…so, which urgent and important person comes first?

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The classic urgent AND important dilemma: your best client is on the phone talking to you.  An incoming call from your top Centre-of-Influence comes in while talking to your best client. Do you “end and accept” – hanging up on your best client?  Do you ignore your COI? Are you going to upset either of […]

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5 easy ways to use social media to get noticed by your prospects

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Advisers keep saying that they struggle to get noticed by their ideal prospects. Advisers also keep saying that they can’t see the point of social media. Uhhhmmm….maybe the thing they can’t see the point of is the very thing that will fix the other thing? Let’s say you want to target some business owners, or […]

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Pitching your marketing to the target client’s buying journey

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Every practice needs to be pitching their marketing efforts at the ideal point in the target market’s buying process, because no practice has enough money and time to cover every possibility. Today’s consumers go through a process of engaging with professionals which is a little different to the consumers of 20 years ago.  The service […]

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State your opinion to get noticed

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Forming and then delivering an opinion is what professional advisers do for a living. With every client and every engagement opinions are created and expressed.  Virtually every incoming phone call and email that arrives from clients demands another opinion. We aren’t short of having opinions are we? Why then do professional advisers veer away from […]

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The art of being present (without being a nuisance)

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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. To achieve that we must master the art of being present, but without becoming a nuisance. It is a delicate balance to […]

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Give yourself a chance when marketing

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There is one simple thing that advisers should do to improve the marketing of themselves and their services: 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 and services in language […]

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You are probably closer to being “An Authority” than you realise

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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 few professional advisers also happen to […]

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